Effective advertising is more than simply getting your brand in front of the appropriate audience; it also involves providing the correct information to them at the right moment. The obvious catch is that it does not happen on its own. To make it happen, organisations execute remarketing and retargeting strategies.
But what exactly are remarketing and retargeting? How does it work? Are both things the same? This is exactly what we are here to explain.
Let’s start with their definitions in simple terms.
The practice of using email to reconnect with clients or audiences that have previously expressed interest in or done business with your company is known as remarketing.
Retargeting is the practice of displaying and delivering paid internet advertisements based on a user’s actions on your website or social media accounts.
Now that we have a basic understanding, let’s dive deeper.
Remarketing
Email marketing is probably well-known to you as an economical and successful marketing tactic. It is undoubtedly a successful marketing tactic, but what if you could increase its effectiveness even further? Imagine using email to re-engage clients with tailored communications that are appropriate for their current stage of the purchasing process.
Remarketing involves gathering information about user behaviours. This strategy is used to contact old or present clients and rekindle engagement by monitoring their past purchases or site activities.
Remarketing necessitates an email list, in contrast to retargeting. Nevertheless, remarketing can assist in increasing the profitability of your current email list by utilizing the power of the data that has been gathered.
Pixels and lists are the two fundamental elements that you may use to create your remarketing campaigns.
Remarketing pixels are bits of code that follow a user’s path around your website and provide useful information about your customers’ purchasing patterns. This information is used to create emails that are sent to various users based on their behaviour.
Remarketing lists are compiled lists of website visitors along with their current stage of the buying process.
Users are segregated into distinct groups, including:
- Consumers who have left their shopping carts unattended
- Purchases made for the first time
- Regular clients
- Clients whose subscriptions are about to expire
- Guests who have favorites or wishlist items
Depending on their specific behaviour, a customised email is sent to each group on this list. This increases the chances of retaining those customers and turning them into loyal customers over time.
Using this method requires adhering to standard practices for email remarketing. Otherwise, rather than strengthening your brand’s relationship with customers, your efforts can alienate them.
Retargeting
Unlike remarketing which uses email to connect with past or current consumers, retargeting looks for those who know about your brand but haven’t necessarily bought anything from it. This data is used to show warm leads as they browse through a website.
Retargeting is mainly used to target visitors with online or display adverts. These visitors are targeted depending on their online activities on your website or social media accounts. This is accomplished by using a pixel to track user behaviour when they visit your website and target adverts to them individually. The best part is that the advertisements you show these individuals appear on other websites, so you can still connect with them even after they have left your brand’s website.
Retargeting allows you to reach people who are already familiar with your brand when they are on millions of other websites.
It is not necessary to have a potential customer’s email address or even for them to visit your website more than once in order to use retargeting.
When a consumer is ready to make a purchase related to what you provide, it helps make sure they remember that your brand exists and raises the possibility that they will think of it.
Retargeting is enabled through ad exchange networks. Of these exchange networks, the Google Display Network is the biggest. It lets you target customers as they browse across millions of different websites, applications, YouTube and other Google-owned domains. Facebook’s Audience Network, which lets you show advertisements to your audience on some of the most widely used social media sites in the world, such as Instagram, WhatsApp, and Messenger, is another sizable network.
Because retargeting shows your advertisements to individuals who are already familiar with your brand and have visited your website or social media accounts, it helps you get the most return on investment (ROI) out of your advertising efforts.
Frequently Asked Questions
What is the difference between remarketing and retargeting?
Remarketing involves reconnecting with customers using email marketing whereas retargeting involves displaying ads on web and social media platforms to attract new customers based on their user behaviour.
Which strategy is more effective for increasing conversions?
Both strategies have their purposes and are equally effective depending on your objectives.
Can remarketing and retargeting be used together?
Yes! Furthermore, it is far more fruitful to use both strategies together as it increases conversion to another level.
