For most advertisers, retargeting has become second nature, a practice long-ingrained in the online ad culture.

Yet any advertisers who rely predominantly on retargeting are limiting the number of their prospective customers. That’s because the retargeting pool, almost by definition, is limited to people who have already checked out a brand online without actually “checking out.”

But what about prospective customers who have not yet thought of your brand? For those completely new prospects, you need to go prospecting.

Read full article by John Mracek