Google’s new remarketing feature is set to become "one of the important trends" in search marketing in 2010, according to one analyst.
Duncan Perry of Search Engine Watch said that the tool, which is part of Google’s pay per click marketing service AdWords, may not be widely used yet, but it will nevertheless become a "mainstream tactic" by the end of the year.
According to the search engine, remarketing works by adding a piece of code to product pages that allows marketers to display relevant ads, such as last-minute discounts, to previous visitors of that page while they browse the Google Content Network.
Marketers will also be able to use the feature to target consumers using their YouTube brand channel or homepage ad.
Mr Perry said that the feature will allow search and display budgets to be used in a "more complementary manner", with research based on search clicks used to retarget consumers.
In addition, the mere fact that Google is backing remarketing will cause many brands to consider whether they should be making it "a pillar of their strategy".
AdWords product manager Aitan Weinberg said that marketers have already given a "tremendous response" to the feature.
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