Doctors Without Borders uses remarketing and retargeting to extend reach

By Karin Kirchoff and Jeff Regen

By show of hands, how many people only think about mail and e-mail when considering your multichannel strategy? Some of us over 40 probably consider “multichannel” to mean mail/phone! But the hipsters out there know that multichannel means far more than that. “Online” isn’t a single channel. Effective digital marketing is inherently multichannel — using e-mail to convert online activists acquired through a petition site? Multichannel. Optimizing your search-engine results to drive traffic to your website? Multichannel. Posting a free sticker offer on your Facebook page to collect names for your e-mail file? All together now … multichannel.

Talk the Talk

Cookie: A small piece of data sent from a website and stored in a user’s browser.
Pixel: A string of code placed on your website that drops a cookie when someone visits the site in order to recognize the visitor later.
Cookie pool: A group of visitors who have been cookied during a visit to your site. This group makes up your universe for retargeting.
Retargeting: The act of serving previously tagged website visitors (your cookie pool) display ads when they are recognized in designated ad networks.
Remarketing: Often refers to the act of using e-mail to message shopping-cart (or donation-page) abandoners. Retargeting is also a form of remarketing.
Direct-response retargeting: Targeting names in your database (e.g., offline donors or members of your e-mail list) with display ads.

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