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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Aleksandra Klyapchina
Positional Approach to Retargeting: Application Features
Marketing
(Master’s programme)
8
2017
Today companies are involved into omni-channel communication process. Under those conditions, customer’s path to purchase has become more complex. As a result, companies have to make efforts to reach the intended effect when they cooperate with clients. Moreover, companies have to apply new approaches for their activities to solve marketing tasks. In our research paper, we propose a new approach to retargeting that allows not only winning the client back to company’s website but also facilitate its promotion on a purchase funnel. Furthermore, it allows planning interactions with clients at each touchpoint through the path to purchase.

The goal of our research is to propose and describe a new positional approach to retargeting and to define the scopes of its application. The research paper comprises three chapters. In the first chapter, we examine aspects of companies’ interaction with clients within their path to purchase. The second chapter is devoted to the description of the research process and comparative analysis of existing approach and proposed approach to retargeting. The third chapter represents approbation of positional approach to retargeting and suggested recommendation on application of the new method.

Key words: retargeting, positional approach to retargeting, customer’s path to purchase, purchase funnel, touchpoints

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