I recently attended a web-conference that discussed how to improve the effectiveness of online advertising.  Several people mention using retargeting ad technology and mentioned Google’s Remarketing program specifically.  I identified retargeting as one of the top emerging B2B in a past post

Google’s Remarketing  program allows ads to be shown to people who have previously visited a website. The advantage of this is that designated ads can be sent to people who visited a specific site as they travel throughout Google’s content network. The challenge for B2B advertisers, outside of determining if your audience is visiting sites within the Google Content Network, is deciding how to target.  Advertisers need to choose how they would like to retarget their ads, and to who.  You could target all visitors to a website; however, most web sites are promoting multiple products and services.  The services and products could be completely unrelated to each other.  So targeting to anyone who visits a site might not work well for specific offers.  Retargeting does make it possible for to serve ads across multiple product categories.  For example a retargeted ad could be delivered based on visits to a specific product page on a web site.  You could do this for every possible product, but most likely would get very complicated.  The most successful retargeting would be based on key products. Retargeting also allows for targeting based on conversions and sales, or lack there of.  You can even retarget based on time frame.  Imagine how powerful it would be to advertise directly to someone who purchased an item that needs to constantly be replenished one month after their last order - just as their current stock is running low!  Now that’s what I consider powerful!  Basically, it fulfills the saying “Advertising is advertising if it’s not helpful or useful.  If it’s helpful then its information.” Wouldn’t you like your ads to be information?  Retargeting could help you get there.