To most marketers, the term 'retargeting' means 'site retargeting', the concept of placing display ads in front of people who have visited a website. This is a limited view: retargeting is in fact a much broader series of marketing techniques, and
if properly understood can be used for acquisition, prospecting and competitor conquesting, not just winning back lost visitors.
Also, when using retargeting, marketers are commonly wasting media dollars by talking to the wrong people for too long and with the wrong message. The good news is that all this can be fixed quickly by following a series of basic guidelines.