Retargeting

Retargeting is a digital marketing strategy that involves presenting ads to people who have already interacted with the brand in some way, including site visitors , app users or previous customers.

It is often used interchangeably with remarketing, but there are actually subtle differences.

Remarketing is most often associated with email marketing campaigns or otherwise strategies that aim to re-engage customers or users who have already had a relationship with the brand, such as sending emails to customers who have abandoned the cart before completing a purchase or offering personalized discounts to customers who have already purchased in the past.

Retargeting, on the other hand, is a strategy that aims to reach users who have already interacted with the website or app but have not completed a desired action, such as a purchase. This technique is usually done through the use of cookies that track users’ behavior on the site; subsequently, targeted advertisements are shown to these users as they browse other websites or social media in an attempt to bring them back to the site and complete the action.

Retargeting can be an effective way to encourage conversions, as people who have already shown interest in the brand are often more likely to make a purchase.