5 Direct Marketing Retargeting Best Practices to Boost Conversion

2. Dynamic content is critical. In the above example, it's easy to think a good solution is to simply send a general or brand ad to the bathing suit consumer. Then it doesn't matter if the buying cycle has ended, right? Wrong. Exposing consumers to general store advertisements is a lazy marketing technique and, frankly, ineffective. If it's known that a consumer looked at a particular product or category, that's valuable information that should be leveraged. That consumer should be incentivized to return to the conversion funnel with a dynamic ad or specific offer, one that's customized to what's already known about her.