29
Nov
2011

Search Retargeting: 4 Tips To Use Recency To Drive Performance

11/29/2011
In life, timing can be everything. But in marketing, it can make the difference between a sale and a missed opportunity. That’s why the topic of recency is so important to marketers. Fortunately, search retargeting can help marketers capitalize on recency to drive performance.

Understanding Recency & The Window Of Opportunity

The concept of recency has been a key element in marketing for decades. It speaks to customer engagement in relation to time. For example, a consumer who interacted with your brand two days ago is more engaged and has a better recency score than someone who did the same a year ago. In short, recency informs marketers about the window of opportunity to reach a consumer. I think industry legend Erwin Ephron said it best:
“… there is a window of opportunity for the ad message preceding each purchase. Advertising’s job is to influence the purchase. Media’s job is to put the message in the window.”
To read all tips, visit >> Search Engine Land