Retargeting gives marketers the chance to reconnect with customers and prospects while boosting their revenue. However, many are still struggling to reap the benefits.
SharpSpring recently published its “Outlook on Retargeting” report, and statistics showed that just 36% of marketers consider themselves to be “very successful” at achieving the goals of their retargeting strategy, suggesting there is room for improvement. The majority of marketers (58%) claim that they are only “somewhat successful,” and 6% said that they are “somewhat unsuccessful.”
When it comes to the top challenges related to successful retargeting, most B2B marketers (38%) stated that it was the resources available to them. About 36% cited brand image.
“Marketers are up against a wide variety of obstacles when implementing and executing retargeting efforts,” noted the researchers behind the report. “These concerns vary greatly by company size and marketing channel.”
Identifying the Lack of Marketing Resources
This is not the first time that marketers have pointed to a lack of resources as a prime obstacle. Previous research indicates that it can hinder the overall performance of their team.
The CMO Council conducted the “Scaling the Value of the CMO” report, and data suggested that most marketers (86%) believe that a lack of resources and capabilities impairs the performance of the marketing team. About 44% specifically cited the customer journey, acquisition, and conversion.
However, the majority of marketers (37%) still consider themselves to be collaborative and responsive. Nearly 21% say that they are highly effective and strategic.