Retargeting: So Money, Baby

Mike: So how long do I wait to call?

Trent: Tomorrow… then a day.

Mike: So two days?

Trent: Yeah, I guess you could call it, two days… You know, I used to wait two days to call anybody, but now it’s like everyone in town waits two days. So I think three days is kind of money. What do you think?

Sue: Yeah, but two’s enough to not look anxious.

Trent: Yeah, but I think three days is kind of money…

Mike: Yeah, but you know what, maybe I’ll wait three weeks. How’s that? And tell her I was cleaning out my wallet and I just happened to run into her number.

– Swingers, 1996

Retargeting is to marketers what dating is to single people – not essential but very worthwhile if you can get it right – IF. As Mikey in Swingers knew too well, it’s easy to scare away your target. But done skilfully, retargeting is an elegant courtship… okay, maybe not elegant but definitely better than speed-dialling messages to someone’s answering machine.

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