What is Remarketing ?
Remarketing is an advertising practice in which advertisers can re-engage potential customers who have already shown interest in a product or a brand, but did not follow through with conversion. It’s also commonly called retargeting.
Remarketing includes placing cookies on the visitor’s browsers or devices, where they are then added to the remarketing audience list of each advertiser. Audience lists can then be segmented according to different criteria such as actions taken (items added to the cart or incomplete enquiry forms) or items of interest (page on pants as opposed to a page on socks).
Once at least 100 visitor IDs have been added, an advertiser can serve specialized ads that are personalized to the remarketed audience segment. Remarketing best practices include highly-specialized offers that will increase conversion such as discounts.
Remarketing consists of ad remarketing (display, search and video ads) and email remarketing. Email remarketing is used for people who are already in your contact list, but haven’t followed through with a purchase. There are numerous retargeting ideas that can be used to effectively reach out to potential customers. Two crucial digital marketing techniques that companies use to interact with their audiences are retargeting and prospecting. Remarketing efforts make use of both methodologies, but they have different goals and strategies.
Retargeting vs Prospecting Differences
Retargeting, also known as remarketing, is a marketing strategy that focuses on people who have previously interacted with a brand or website. Retargeting aims to re-engage these audiences by displaying personalised ads based on previous interactions. Prospecting, on the other hand, is a technique that targets new audiences who have never interacted with a brand before. Prospecting’s goal is to introduce a brand to new audiences and raise brand awareness.
It’s an efficient way of building trust in potential customers who’ve already expressed interest in you or your client’s brand, and they are very cost-effective on a per-click basis when compared to other ad types.
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