Retargeting and remarketing are two digital marketing strategies often used interchangeably, but they refer to different techniques. Both strategies aim to re-engage with potential customers who have interacted with a brand before, but they differ in their approach and the stage of the customer journey they target.
This article will explore the key differences between retargeting and remarketing and provide insights into how they can be used effectively in a digital marketing campaign.
What is retargeting?
Retargeting is a digital marketing strategy that involves showing ads to people who have previously interacted with a brand, typically by visiting the brand’s website or a specific product page. Retargeting aims to re-engage potential customers and remind them of the brand and its products or services.
Retargeting works by using a tracking code or cookie that is placed on the visitor’s browser when they visit the brand’s website. This code allows the brand to identify the visitor when they visit other websites or social media platforms that are part of the retargeting network. The brand can then show ads to the visitor that are tailored to their previous interactions with the brand, such as showing ads for products or services they have viewed before.
Retargeting is a powerful tool for digital marketers because it allows them to target people who have already shown an interest in the brand, making them more likely to convert into customers. Retargeting can also help to increase brand awareness and keep the brand top-of-mind for potential customers.
When setting up a retargeting campaign, it’s important to consider factors such as audience segmentation, ad creatives, and the frequency and duration of the retargeting ads. Tailoring the retargeting campaign to the brand’s specific goals and target audience can be a highly effective tool for driving conversions and increasing customer engagement.
What is remarketing?
Remarketing, also known as “behavioral targeting,” is a digital marketing technique that involves reaching out to customers who have already interacted with a brand, typically by making a purchase or filling out a form. The goal of remarketing is to encourage repeat purchases or engagement with the brand rather than just reminding customers of the brand’s existence.
Remarketing uses customer data, such as email addresses, phone numbers, or website cookies, to create targeted advertising campaigns tailored to the customer’s previous interactions with the brand. For example, a customer who has made a purchase on a brand’s website may receive ads for related products or services.
Remarketing campaigns can take various forms, such as email marketing, social media advertising, or personalized content marketing. The key is to create highly relevant and engaging content that encourages the customer to engage with the brand again.
Remarketing can be a highly effective tool for driving repeat purchases and increasing customer loyalty. By leveraging customer data to create personalized advertising campaigns, brands can create a stronger connection with their customers and encourage them to engage with the brand again in the future. However, it’s important to ensure that remarketing campaigns are targeted appropriately and do not intrude on or annoy the customer.
Key differences between retargeting and remarketing
- Stage of the customer journey: Retargeting targets customers who have interacted with a brand at an earlier stage of the customer journey, typically by visiting the brand’s website or a specific product page. Remarketing targets customers who have already purchased or filled out a form and aims to encourage repeat purchases or engagement with the brand.
- Goal of the campaign: Retargeting campaigns aim to remind potential customers of the brand and its products or services and encourage them to return to the website and complete a purchase. Remarketing campaigns aim to create a stronger connection with existing customers and encourage them to engage with the brand again in the future.
- Strategy: Retargeting is a strategy that uses ads to reach potential customers on other websites or social media platforms. Remarketing is a strategy that uses personalized content, such as email or personalized content marketing, to reach existing customers.
- Targeting: Retargeting campaigns are targeted based on the customer’s previous interactions with the brand, such as products viewed or abandoned carts. Remarketing campaigns are targeted based on customer data, such as email addresses or phone numbers.
- Timing: Retargeting campaigns typically take place shortly after the customer’s initial interaction with the brand, whereas remarketing campaigns take place after the customer has already made a purchase or filled out a form.
Benefits of retargeting
- Increased conversion rates: Retargeting ads can remind potential customers of the brand and its products or services, making them more likely to convert into customers. Studies have shown that retargeting can lead to higher click-through and conversion rates than other advertising types.
- Improved ROI: Because retargeting targets people who have already shown an interest in the brand, it can be a cost-effective way to drive conversions and improve ROI.
- Better targeting: Retargeting allows for highly specific targeting based on a customer’s previous interactions with the brand, such as products viewed or abandoned carts. This can help create more relevant and personalized ads, leading to higher engagement and conversions.
- Increased brand awareness: Retargeting can help to keep the brand top-of-mind for potential customers, even if they did not make a purchase on the brand’s website. This can increase overall brand awareness and familiarity, which can lead to future conversions.
- Improved customer engagement: Retargeting can help to build customer engagement by reminding customers of the brand and its products or services. This can encourage repeat visits to the website and increase the likelihood of future purchases.
Benefits of remarketing
- Increased customer loyalty: Remarketing can help to build customer loyalty by encouraging repeat purchases or engagement with the brand. By creating personalized content that speaks to the customer’s previous interactions with the brand, marketers can strengthen the relationship between the customer and the brand.
- Improved ROI: Because remarketing targets existing customers who are already familiar with the brand, it can be a cost-effective way to drive conversions and improve ROI.
- Better targeting: Remarketing allows for highly specific targeting based on customer data, such as email addresses or phone numbers. This can help to create more relevant and personalized content, which can lead to higher engagement and conversions.
- Increased customer lifetime value: By encouraging repeat purchases and engagement with the brand, remarketing can increase the customer lifetime value or the total amount of revenue generated by a customer over their lifetime. This metric can be valuable for businesses looking to improve their long-term profitability.
- Improved brand awareness: Remarketing can help to keep the brand top-of-mind for existing customers, even if they have not made a purchase recently. This can increase overall brand awareness and familiarity, which can lead to future conversions.
Remarketing Vs. Retargeting: Which One Should A Brand Use?
Whether a brand should use retargeting or remarketing depends on the brand’s specific goals and target audience. Retargeting and remarketing are effective digital marketing services but have different focuses and strategies.
In conclusion, retargeting and remarketing are effective digital marketing techniques that can help brands achieve their specific goals and reach their target audience. By tailoring their campaigns to their specific goals and target audience, brands can maximize the benefits of these techniques and improve their overall ROI. For top IT companies in India, implementing retargeting and remarketing strategies can help increase customer engagement, build brand awareness, and improve conversions, ultimately driving growth and success in the highly competitive tech industry.
