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تحلیلی بر اثربخشی کمپینهای تبلیغات هدفگیری مجدد (ریتارگتینگ) برای شرکتهای کوچک و متوسط | ||
| بررسیهای مدیریت رسانه | ||
| دوره 4، شماره 4، 1404، صفحه 604-630 اصل مقاله (1.32 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/mmr.2024.377825.1084 | ||
| نویسندگان | ||
| محمد رضا جلیلوند* 1؛ نیلوفر فلاحی دریاکناری2 | ||
| 1استادیار، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران. | ||
| 2کارشناسی ارشد، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران. | ||
| چکیده | ||
| هدف: هدفگیری مجدد یا ریتارگتینگ، یک روش تبلیغات آنلاین برای دسترسی به بازدیدکنندگان قبلی وب سایت یا برنامه است که اغلب از طریق نمایش تبلیغات یا ارسال ایمیل صورت میگیرد. اجرای کمپینهای تبلیغاتی و جذب ترافیک و همچنین جمعآوری اطلاعات کاربرانی که یک بار وارد سایت مجموعه شدهاند، شرایط را برای اجرای کمپینهای ریتارگتینگ فراهم میکند و باعث افزایش نرخ بازدید سایت و افزایش میزان فروش میگردد. هدف پژوهش حاضر، ارزیابی اثربخشی کمپینهای ریتارگتینگ برای کسب و کارهای کوچک و متوسط و نیز مقایسه کمپینهای تبلیغاتی عادی و ریتارگتینگ به منظور اثبات اثربخشی کمپینهای ریتارگتینگ میباشد. روش: در این پژوهش، استراتژی مطالعه تک موردی با انتخاب شرکت تبلیغاتی X جهت طراحی و ارزیابی اثربخشی کمپینهای ریتارگتینگ در پیش گرفته شد. از آزمون تحلیل واریانس یک طرفه و آزمون میانگین دو گروه مستقل برای سنجش اثربخشی کمپینهای ریتارگتینگ در مقایسه با کمپینهای عادی به کمک دادههای ثانویه مربوط به 22 کسب و کار کوچک و متوسط استفاده شد. یافتهها: نتایج حاصل از تحلیل متغیرهای CTR، CVR، و CPO نشان داد که عملکرد کمپین محصول ریتارگت بهتر و موثرتر از کمپینهای عادی بوده است. به بیانی دیگر، نتایج مطالعه کمّی نشان داد که نسبت کلیک به نمایش و نسبت رخداد تگ خرید موفق به کلیک در کمپین محصول ریتارگت بسیار بیشتر است. از این رو عملکرد شرکتهای انتخابی به عنوان نمونه در کمپین محصول ریتارگت بهتر بوده است. همچنین شاخص نسبت هزینه به رخداد تگ خرید موفق نشاندهنده عملکرد بهتر کمپینهای محصول ریتارگت بوده است. نتیجهگیری: کمپینهای ریتارگتینگ، بهویژه ریتارگتینگ محصول، راهبردی بسیار اثربخش در تبلیغات دیجیتال برای شرکتهای کوچک و متوسط به شمار میآیند. شرکتهای کوچک و متوسط معمولاً در بازار دیجیتال با چندین ضعف همزمان مواجهاند، از جمله منابع محدود، آشنایی کمتر مخاطبان با برند، و توان پایینتر برای تحمل هزینههای ناشی از تبلیغات ناکارآمد. یافتهها نشان میدهد که ریتارگتینگ میتواند به غلبه بر این محدودیتها کمک کند، زیرا به شرکتها امکان میدهد بهجای اتکا صرف به نتایج نامطمئن تبلیغات عادی برای مخاطبان گسترده، دوباره با کاربرانی ارتباط برقرار کنند که پیشتر به محصولات یا خدمات آنها علاقه نشان دادهاند. از این منظر، ریتارگتینگ نباید صرفاً یک تکنیک مکمل و اختیاری تلقی شود، بلکه باید بهعنوان ابزاری راهبردی در نظر گرفته شود که میتواند عملکرد بازاریابی دیجیتال را بهطور معناداری بهبود بخشد. دلالتهای عملی مطالعه نیز قابل توجه است. شرکتهای کوچک و متوسط باید پیش از آغاز تلاشهای ریتارگتینگ، ابتدا اهداف روشن برای کمپینهای خود تعریف کنند و زیرساخت فنی مناسبی فراهم آورند. ریتارگتینگ به سامانههای دقیق ردیابی، عملکرد مناسب وبسایت و قابلیتهای تحلیلی وابسته است؛ بدون این زیرساختها، مزایای آن ممکن است کاهش یابد. همچنین شرکتها نباید کمپینها را فرایندهایی ایستا فرض کنند. بهینهسازی مستمر از نظر محتوای تبلیغ، تنظیمات کمپین، انتخاب ناشران و راهبردهای جذب ترافیک برای حفظ عملکرد ضروری است. | ||
| کلیدواژهها | ||
| کمپین ریتارگتینگ؛ کسب و کارهای کوچک و متوسط (SME)؛ اثربخشی تبلیغات | ||
| عنوان مقاله [English] | ||
| An Analysis of the Effectiveness of Retargeting Advertising Campaigns for Small and Medium-Sized Companies | ||
| نویسندگان [English] | ||
| Mohammad Reza Jalilvand1؛ Niloofar Falahi Daryakenari2 | ||
| 1Assistant Prof., Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran. | ||
| 2MSc, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran. | ||
| چکیده [English] | ||
| Objective Retargeting is a digital advertising strategy designed to re-engage users who have previously visited a website or application but left without completing a desired action such as making a purchase, registering, or submitting an inquiry. By exposing these users to tailored advertisements after their initial interaction, retargeting seeks to bring them back into the purchase process and improve conversion outcomes. This strategy has become increasingly important in digital marketing because most website visitors do not convert during their first visit. For small and medium-sized enterprises (SMEs), this issue is particularly critical. Compared with large firms, SMEs often suffer from limited brand recognition, restricted advertising budgets, and less sophisticated digital marketing infrastructures. As a result, they frequently face low returns from conventional online advertising and may become reluctant to continue investing in digital promotional campaigns. At the same time, many SMEs do not clearly distinguish between ordinary digital advertising and retargeting, despite the fact that the latter relies on prior user behavior and therefore follows a fundamentally different logic. Although prior studies have addressed retargeting from perspectives such as timing, consumer privacy, purchase intention, advertising frequency, and data-driven marketing, less attention has been paid to its comparative effectiveness for SMEs under real market conditions. The objective of the present study is to examine the effectiveness of retargeting campaigns for small and medium-sized enterprises and to compare their performance with that of ordinary digital advertising campaigns. More specifically, the study seeks to determine whether retargeting campaigns can improve click-through rates, conversion rates, and cost efficiency for SMEs. In doing so, the research aims to provide empirical evidence regarding whether retargeting can serve as a more productive and economical digital marketing strategy for smaller firms operating with limited resources. Research Methodology This study employs a quantitative single-case study design focusing on a prominent Iranian digital advertising company, referred to as Company X. The company was selected because it had an established position in the domestic advertising market and could provide access to actual campaign data. The study focused on small and medium-sized enterprises defined as companies with fewer than 50 employees. The empirical sample consisted of 22 SME clients that had used both ordinary native advertising campaigns and product retargeting campaigns. Selecting firms that had implemented both campaign types made it possible to conduct a more meaningful comparison under relatively similar business conditions. The data used in the study were secondary data extracted from the advertising panel of the selected company. Three key indicators of advertising performance were examined: click-through rate (CTR), conversion rate (CVR), and cost per order (CPO). CTR was used to measure the proportion of clicks relative to ad impressions, providing an indicator of user engagement and ad attractiveness. CVR was defined as the proportion of successful purchase-related actions relative to clicks, thus capturing the campaign’s effectiveness in turning interest into actual conversion. CPO measured the amount spent per successful order, allowing the researchers to assess the economic efficiency of each campaign type. Together, these three indicators offered a comprehensive view of performance by combining behavioral response, sales-related outcomes, and cost considerations. To evaluate the statistical significance of differences between ordinary campaigns and product retargeting campaigns, the researchers employed one-way analysis of variance and independent-samples t-tests. Before conducting these analyses, the distribution of the data was examined through probability-probability plots in order to verify normality and identify potential outliers. The results indicated that the variables were sufficiently close to normal distribution and did not contain severe outlier problems. Since the equality of variances was not confirmed, the interpretation of the t-tests relied on the unequal-variance assumption. By combining descriptive measures with inferential statistics, the study was able to assess whether retargeting campaigns outperformed ordinary campaigns not only in absolute terms but also in statistically meaningful ways. The methodological strength of this research lies in its reliance on real-world advertising data rather than hypothetical consumer scenarios or self-reported survey responses, thereby increasing the practical relevance of the findings. Findings The findings indicate that product retargeting campaigns performed significantly better than ordinary digital advertising campaigns across all three performance indicators examined in the study. First, with respect to click-through rate, the results revealed a statistically significant difference between the two campaign types, with product retargeting campaigns producing higher CTR values. This finding suggests that users were more likely to click on retargeted advertisements than on ordinary ads. Such a result is consistent with the logic of retargeting, since users who have already interacted with a website or shown interest in a product are more likely to respond to a repeated and personalized advertising message. Second, the study found that conversion rates were significantly higher for product retargeting campaigns than for ordinary campaigns. This means that users who clicked on retargeted ads were more likely to complete the intended purchase-related action than those who clicked on standard digital advertisements. This result highlights the effectiveness of retargeting in moving potential customers further along the purchase funnel and in translating prior interest into actual conversion behavior. Third, the results showed that cost per order was significantly lower for retargeting campaigns. Since a lower CPO indicates greater cost efficiency, this finding demonstrates that product retargeting campaigns not only generated more clicks and conversions but did so at a lower cost per successful order. In other words, retargeting proved to be both more effective and more economical than ordinary digital advertising. Overall, the statistical analyses consistently supported the superiority of retargeting campaigns for the SMEs included in the sample. These findings indicate that product retargeting offers stronger user engagement, more successful conversion performance, and better cost management than ordinary advertising campaigns. The results therefore suggest that retargeting is particularly valuable for SMEs that need to maximize the effectiveness of limited advertising budgets. The study also aligns with broader international evidence indicating that retargeting can significantly improve digital campaign performance when aimed at users who have already demonstrated interest in a product or service. While the broader literature acknowledges concerns such as advertising fatigue, user irritation, and privacy sensitivity, the empirical findings of this study point clearly toward the positive performance outcomes of retargeting in the SME context. Discussion & Conclusion The study concludes that retargeting campaigns, particularly product retargeting campaigns, constitute a highly effective digital advertising strategy for small and medium-sized enterprises. This conclusion is especially important because SMEs often face multiple disadvantages in the digital marketplace, including limited resources, lower brand familiarity, and weaker capacity to absorb the costs of inefficient advertising. The findings suggest that retargeting can help overcome these limitations by allowing firms to reconnect with previously interested users rather than relying solely on the uncertain outcomes of ordinary advertising aimed at broad audiences. In this sense, retargeting should not be viewed merely as an optional supplementary technique but as a strategic tool that can significantly improve digital marketing performance. The practical implications of the study are considerable. SMEs should first ensure that they define clear campaign objectives and establish proper technical infrastructure before launching retargeting efforts. Retargeting depends on accurate tracking systems, website functionality, and analytics capabilities; without these foundations, its benefits may be reduced. Firms should also avoid treating campaigns as static processes. Continuous optimization in terms of ad content, campaign settings, publisher selection, and traffic acquisition strategies is essential for maintaining performance. The research further suggests that campaign continuity matters. Many SMEs stop advertising too early due to low initial returns or limited audience size, but retargeting tends to work best when firms maintain ongoing traffic generation while simultaneously re-engaging prior visitors. The study also implies that retargeting may be particularly beneficial for businesses that offer multiple products or services, such as online shops, educational platforms, travel agencies, reservation services, and marketplaces, because the strategy allows firms to remind users of previously viewed items and to present closely related alternatives. In theoretical terms, the study contributes to the literature by providing empirical evidence from a real advertising environment, focusing specifically on SMEs and directly comparing retargeting with ordinary advertising campaigns. This adds practical depth to the existing literature, which has often concentrated on conceptual issues or consumer attitudes rather than campaign performance data. At the same time, the study has limitations. The sample size was relatively small, and the analysis was based on data from a single advertising company, which may restrict the generalizability of the results to other industries, markets, or advertising systems. Future research could expand the number of firms, examine different forms of retargeting, and investigate how variables such as timing, frequency, consumer privacy concerns, and product category influence campaign effectiveness. Overall, the study demonstrates that retargeting campaigns are more effective and cost-efficient than ordinary digital advertising campaigns for SMEs and can therefore serve as a valuable strategy for improving online marketing performance under conditions of limited financial and competitive capacity. | ||
| کلیدواژهها [English] | ||
| Retargeting, Digital Advertising, Small and Medium-Sized Enterprises (SMEs), Conversion Rate, Online Marketing, Advertising Effectiveness | ||
| مراجع | ||
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