ABSTRACT

Title:                                                Retargeting- When display advertising builds                 loyalty

Authors:                                           Mikaela Johansson och Anna Svensson Kjällberg

Advisor:                                           Thomas Helgesson

Level:                                               Bachelor´s in thesis in Marketing, (15 Swedish       credits) Spring 2014.

Keywords:                                        Retargeting, branding

Question:                                                    In branding, how should small e-enterprises            work with retargeting?

Purpose:                                           The purpose with this essay was to identify how    retargeting should be used in small e-enterprises                             when branding. This was done by comparing two e-enterprises practical use of retargeting, with two                           brand consultants and two retargeting consultants theoretical knowledge within each expertise.  

Method:                                            A qualitative method with a deductive approach    has been used to answer the problem statement.

Theoretical framework:                              Earlier theories about retargeting, brand building    and recommended practices, related to marketing                       on the internet, were presented in the frame of       reference.

Empirical framework:                                 Primary data were presented by two respondents   representing each area: Companies, Retargeting                        consultants and Brand consultants.

Conclusion:                                                   The          marketing tool allows companies and      their               brands to get the chance to appear in                        wide area                      networks on the internet.    The tool is primary used                                                                for a sales                      purpose but the tool also has potential in brand-                                                                       building purposes. Based on primary-                      and secondary data the conclusion of this essay is                        that the tool is considered good when branding      but three main areas need to be concidered while                          working with it in a brand-building purpose;           design, content and frequency.