Brand buzz opportunities are often viewed in a broader sense as accessing large groups that would influence each other in making a brand popular. This is normally through word-of-mouth, commonly known as WOM. It is, however, also possible to do so through retargeting solutions to create a buzz that is targeted at an individual who would have shown interest in a product or service.
Retargeting is when the behaviour of a visitor to your site is anonymously observed. After the consumer leaves your site, specific adverts can be displayed as he visits other sites within a set of publishers. Unknown to him, he is the only one receiving these adverts.
Here's an example: John is directed to a telephone company site. He goes out for lunch, comes back and he goes on to chat with his friend on Yahoo Messenger. As he chats, he sees an ad from the telephone company. Later, he goes to a news site to read the news and, again, there is an ad for the telephone company. He sees ads for the telephone website as he visits his regular Formula 1 blog and as he visits his favourite social forum. He is the only person seeing these ads as he visits these web sites.
Ad networks with retargeting capabilities make retargeting a ‘deadly' solution as they enable you to target visitors to your site across hundreds of sites.
The buzz effect
Pre-requisites for success
Retargeting creates a unique form of buzz that can make brands more popular in a safe and smart way.