Title: Retargeting- When display advertising builds loyalty
Authors: Mikaela Johansson och Anna Svensson Kjällberg
Advisor: Thomas Helgesson
Level: Bachelor´s in thesis in Marketing, (15 Swedish credits) Spring 2014.
Keywords: Retargeting, branding
Question: In branding, how should small e-enterprises work with retargeting?
Purpose: The purpose with this essay was to identify how retargeting should be used in small e-enterprises when branding. This was done by comparing two e-enterprises practical use of retargeting, with two brand consultants and two retargeting consultants theoretical knowledge within each expertise.
Method: A qualitative method with a deductive approach has been used to answer the problem statement.
Theoretical framework: Earlier theories about retargeting, brand building and recommended practices, related to marketing on the internet, were presented in the frame of reference.
Empirical framework: Primary data were presented by two respondents representing each area: Companies, Retargeting consultants and Brand consultants.
Conclusion: The marketing tool allows companies and their brands to get the chance to appear in wide area networks on the internet. The tool is primary used for a sales purpose but the tool also has potential in brand- building purposes. Based on primary- and secondary data the conclusion of this essay is that the tool is considered good when branding but three main areas need to be concidered while working with it in a brand-building purpose; design, content and frequency.
2014. , 75 p.