With the overwhelming amount of information that each of us is exposed to daily, business professionals must fight for the attention of their target audience. Experts now estimate that it takes eight touchpoints to earn a customer lead (1), a number that continues to grow over the years. Trying to capture your audience when they visit your site, or our site, is sometimes just not enough. Audience retargeting is one way to increase your chances of reaching decision-makers with your marketing campaign.

What is Audience Retargeting?

Retargeting is when you follow a website visitor across the Internet with your campaign ads.

Here is a simple representation:

We know this user is highly qualified because he/she was reading articles on Rochester Business Journal's website. We know this user was interested in the information on your site because they clicked on your ad on rbj.net and went to your website. We don't know why they left or decided not to contact you. It could be that a phone call interrupted their search, or maybe they just weren't ready to pull the trigger. We can't be totally sure, but we know that the decision-maker is someone you want to stay in front of with your ad campaign.

Retargeting Benefits

Rochester Business Journal's visitors are decision-makers looking for the latest industry information on news, events, and much more. By reinforcing a message to this highly qualified audience:

This data proves that sometimes we can't capture people on the first try, and we've got to stay in front of them.

First-Party Data and Cookies Make a BIG Difference

Due to privacy concerns and regulations around cookies, Apple Safari and Firefox have blocked 3rd party cookies (55% of mobile and tablet browser usage in the world). Google also announced that it will end support for third-party tracking cookies in the popular Chrome web browser as of 2023 (40% of the mobile and tablet usage in the world (4). Apple's Safari browser and the Firefox browser, which are used by 1 in 5 Americans and all Apple/iPad/iPhone users, already block third-party cookies, This means that digital marketing will need to rely on "first-party" data for effective b2b marketing.

Understanding First-Party Data

First-party data means information collected directly on a brand or publisher's website. It means that there is a direct relationship between the site owner and the site visitor - and the site visitor has opted-in to provide the first-party data.

At Rochester Business Journal, our first-party data is the information we have collected from our readers, giving us key insights. First-party data helped us learn that majority of our audience are in decision-making roles. We know who they are, what they are interested in, and where they spend their time. As the cookie-less future descends, these insights and in-depth customer knowledge will be the key to effective B2B business marketing.

Audience Retargeting with Rochester Business Journal

At Rochester Business Journal, we are big believers in audience retargeting. We have access to a plethora of first-party data through our trusted relationships with decision-makers. Our audience is connected to us in many ways: in print, on the web, at events, in the social environment, and in email, so we have multiple avenues to reach your target audience and help drive business growth.

Get in Touch

At Rochester Business Journal, our mission is to help companies do more business and grow the industry. If you'd like more ideas and insights on making audience retargeting work for your business, get in touch with one of our marketing experts by filling out the form below.