Title: The role of retargeted advertisements in dealing with deflecting customers and its impact on the online buying process

Authors: Geetha Mohan

Addresses: Indian Institute of Management Kozhikode, Kozhikode, India

Abstract: Objective of this study is to find the effectiveness of retargeting advertisements (RTA) in persuading the online shoppers to buy. These ads are targeted at individuals based on their previous search behaviour and those online shoppers who are perceived to be interested in their products by marketers. The effectiveness of retargeted ads was measured by click-through rate, purchase intention and purchase. An in-depth interview with experts followed by three studies was done. A cross sectional and comparative study with normal advertisement; a longitudinal study with creative retargeted ads and the last one with cross channel retargeting techniques were done. All the studies support that retargeted ads are effective at a relative low cost and also established it as an efficient method of communicating to online shoppers. These ads are specifically to people interested and inclined towards the product and this makes it a reliable tool to boost the sales of the e-commerce businesses.

Keywords: retargeted advertisements; RTA; click-through rate; CTR; online purchase; effectiveness; interactive advertisement model; knowledge persuasion model.

DOI: 10.1504/IJIMA.2020.111050

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.4, pp.417 - 432

Received: 18 Jul 2018
Accepted: 14 Mar 2019

Published online: 08 Oct 2020 *

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