Researchers from Nanjing University, Temple University, Fudan University, and Waseda University published a new paper in the Journal of Marketing that examines the double-edged effects of ECR ads on customer purchases.
The study, forthcoming in the the Journal of Marketing, is titled “The Double-Edged Effects of E-Commerce Cart Retargeting: Does Too Early Retargeting Backfire?” and is authored by Jing Li, Xueming Luo, Xianghua Lu, and Takeshi Moriguchi.
Because consumers often abandon e-commerce carts, companies are shifting their online advertising budgets to immediate e-commerce cart retargeting (ECR). They presume that early reminder ads, relative to late ones, generate more click-throughs and web revisits. [Read more…] about Boosting returns on e-commerce retargeting campaigns