Today, retargeting is regarded as one of the most powerful tools of digital marketers. Retargeting is a form of online advertising which encourages previous website visitors to return to your site. Digital marketers turn to retargeting because it delivers results, but as pointed out by Catherine Tucker, an MIT Sloan School of Management professor, “Ads are too often shown to those who have already decided whether to buy or not buy the product, or who have bought it already. What we may be doing is wasting a lot of money.” In addition to wasting budget, the brand’s reputation suffers by retargeting potential or existing customers with the wrong message.

Marketing Magazine recently published an article on how iperceptions is solving the challenges of retargeting by using market research techniques to find users who have identified themselves as purchase intenders. This allows marketers to identify and target online visitors who are on e-commerce sites ready and willing to spend money. It also helps identify missed opportunities that can result from using other methods.