One of the goals often cited for implementing CRM is an improvement in customer loyalty. That sounds like a logical objective, and knowing more about your customers and the history of your interactions with them certainly helps you understand how to keep them coming back. Still, there’s a long way from the starting point to the ending point in the life cycle of a loyal customer, and there are a lot of pitfalls. In short, a lot of efforts that cite customer loyalty as a goal never result in actions that ever impact the customer.

In life and in business, the old saying “you never get a second chance to make a first impression” fundamentally could apply to everything — except when it comes to display advertising. Remarketing has disproved that old adage time and time again by affording just that: a second chance to reinforce one’s messages and value proposition after that critical first impression. Perhaps that’s why more and more retailers are going nuts for remarketing around the holiday season. Savvy marketers know that dollar for dollar, nothing beats the performance that remarketing delivers.