A roadmap of retargeting campaigns for SMEs: a case study

IF 3.6 3区管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2024-07-30 DOI:10.1108/mip-10-2023-0527

Niloofar Fallahi Daryakenari, Mohammad Reza Jalilvand, Seyed Mohammadbagher Jafari

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Abstract

Purpose

Running advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform retargeting campaigns and consequently increases website visit rates and sales. The purpose of this research is to design a roadmap of retargeting campaign for small and medium enterprises (SMEs), as well as to compare normal and retargeting advertising campaigns in order to confirm the effectiveness of retargeting campaigns.

Design/methodology/approach

A single-case-study strategy was adopted by choosing advertising Company-X to design the roadmap of retargeting campaigns and evaluate its effectiveness. Using a purposive sampling, semi-structured interviews were conducted with 14 experts of advertising Company-X. Furthermore, the documents and reports available in the company were also analyzed. Thematic analysis was employed to analyze the interviews and documents. Next, a one-way ANOVA test and a two-sample t-test were used to measure the effectiveness of retargeting campaigns of the Company-X compared to normal campaigns with secondary data of 22 SMEs for a six-month period.

Findings

The qualitative phase led to the presentation of a roadmap for the retargeting campaigns in three stages: preparation, process and implementation. The results of the quantitative phase revealed that the ratio of clicks to impressions (click-through rate) and the ratio of successful purchase tags to clicks (conversion rate) are much higher in the retargeting product campaign. Therefore, the performance of selected SMEs as an example in the product retargeting campaign was better than that of the non-retargeting campaigns. Also, the ratio of cost to the successful purchase tag was higher for the product retargeting campaigns.

Originality/value

This study contributes to the literature of retargeting. First, this study provides SMEs with a successful roadmap for retargeting campaigns. Second, this research reveals the effectiveness and mechanism of retargeting for SMEs.

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中小企业重定向营销活动路线图：案例研究

目的开展广告活动并吸引流量，以及收集已进入网站一次的用户信息，为开展重定向活动提供了条件，从而提高网站访问率和销售额。本研究的目的是为中小企业（SMEs）设计重定向广告活动路线图，并对普通广告活动和重定向广告活动进行比较，以确认重定向广告活动的有效性。设计/方法/途径选择 X 广告公司设计重定向广告活动路线图并评估其有效性，采用单一案例研究策略。通过有目的的抽样，对 X 广告公司的 14 名专家进行了半结构化访谈。此外，还分析了公司现有的文件和报告。在分析访谈和文件时采用了主题分析法。然后，使用单因子方差分析和双样本 t 检验，利用 22 家中小型企业为期六个月的二手数据，衡量了 X 公司的重定向营销活动与普通营销活动相比的效果。定量阶段的结果显示，在重定向产品营销活动中，点击与印象的比率（点击率）和成功购买标签与点击的比率（转换率）要高得多。因此，以选定的中小企业为例，其在产品重定向营销活动中的表现要好于非重定向营销活动。此外，产品重定向营销活动的成本与成功购买标签的比率也更高。首先，本研究为中小企业提供了重新定位营销活动的成功路线图。其次，本研究揭示了中小型企业重新定位的有效性和机制。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Intelligence & Planning BUSINESS-

CiteScore

8.00

自引率

9.10%

发文量

期刊介绍： Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.