Marketers use the term “retargeting” to mean a lot of things. But the most accurate description refers to site retargeting: arranging for someone who visited your website but didn’t take any action to see your banner ad the next time they’re online. That banner ad can be specific to the product or service they were considering earlier, but a couple things should always hold true. One is that it has to be designed to grab their attention: vivid colors, bold statements, motion where it makes sense. The other is that it should address the most likely reason for their earlier inaction. For example, if people most often leave your site without acting because of price or time or trust, your retargeting message should deal with that issue.