再定向营销沟通研究述评与展望

Review and Prospect of Research on Retargeting Communication Strategy

企业可对访问过产品详情页面的潜在客户进行沟通以促进其购买转化,该营销沟通策略即再定向。通过梳理以往文献对于再定向的定义,明确了再定向的内涵;在此基础上,梳理了再定向策略及其效果的相关研究,将再定向广告投放策略细分为6个方面进行阐述,即目标对象选择、投放内容、投放时间、投放方式、投放位置、投放频率;同时,对以往文献的研究方法及数据来源进行了梳理,分析已有研究的不足,并提出未来研究可考虑深入再定向策略的研究、拓展再定向效果的评价维度等方面。

Firms communicate with potential customers who have visited product pages to facilitate the purchase conversion,which is called retargeting communication strategy.By sorting out the existing literature on retargeting strategies,this study clarifies the definition and divides the strategies into six aspects(i.e.,customer selection,content,time,approach,location and frequency).Meanwhile,based on the review of the research methods,data sources and the limitations of the existing literature,this study puts forward that future researches can explore the deepening research of retargeting strategy and the expanding evaluation of retargeting effect and so on.