Octiv Digital
Display & Remarketing Ads Management

What is the Difference Between Retargeting and Remarketing?

by | May 2, 2024

What is Remarketing? What is Retargeting?

Remarketing and retargeting are common marketing techniques that advertisers often use interchangeably. Finding the proper phrase doesn’t distinguish remarketing from retargeting. However, understanding the distinction and which applies to a business is crucial. These marketing techniques have some similarities, but they are carried out through separate channels and have different objectives.

One of their similarities is to reach out to prospective customers based on their previous interactions on a website. Examples of retargeting and remarketing include showing a company’s ad to a prospect who left a website without completing a purchase or sending them an email regarding an uncompleted shopping cart item. This article explores the concept of retargeting and remarketing. It also compares both to determine which is a better technique for businesses, both big and small.

Understanding the Concept of Retargeting

Retargeting is ad placement for website visitors who haven’t completed a particular action. This category may include website visitors and email subscribers. It involves using cookies to track users’ online behavior. A cookie is sent to a browser when someone visits your website, clicks on a product, or takes an action. You can retarget visitors with adverts based on their interactions after they leave your site.

Retargeted ads frequently yield higher results. Instead of seeking new customers, they let you engage with those familiar with your brand. Google Ads is ideal for this marketing technique, as it allows your ads to be displayed on other websites your visitors frequently visit. It is a cost-effective marketing solution as it spends less time looking for new customers but aims to convert qualified leads. This is an especially useful marketing strategy for e-commerce websites selling products online.

Remarketing Explained

On the other hand, remarketing is a more general term that incorporates various ways of reconnecting with previous customers or leads. These strategies include web advertisements, email campaigns, personalized offers, and more. Regardless of its particular channel, it encompasses efforts to re-engage with clients who previously showed interest in your products or services.

Over time, remarketing has broadened to encompass retargeting and remarketing tactics together. Given customers’ time to complete their journey, remarketing is an essential component of digital marketing. While shopping, most people do not come across a new brand and finalize their purchase immediately. They may take time to think about a brand or product before purchasing. Sometimes, they can decide to look at other websites and make comparisons.

With remarketing, display ads relevant to your audience appear on other websites where these potential customers spend time. To promote your business, you can offer a discount or mention the product’s unique qualities. Your remarketing campaign’s performance can be measured using several measures, depending on your goals. Use engagement or conversion metrics, depending on your business goals.

Comparing Retargeting and Remarketing: Which Is More Effective?

Remarketing and retargeting help businesses sustain and bring in customers. No method works for all small business marketing initiatives. The optimal brand strategy depends on your marketing goals. Retargeting helps remind prospects of products and services they’ve demonstrated interest in. Since these prospects have shown interest in your business or products, the possibility that they will convert into satisfied customers increases. Additionally, retargeting is an effective strategy for businesses because it can assist in lowering the costs associated with marketing. It ensures that you are targeting active leads and allows you to customize ads based on the actions of users.

On the other hand, remarketing takes a more comprehensive approach. It engages previous customers through different channels besides online ads, such as email marketing or personalized offers. It establishes and maintains relationships with existing customers, intending to develop brand loyalty and drive repeat purchases. Based on previous purchasing behavior or preferences, it offers options for upselling or cross-selling products or services.

Also, remarketing uses emails to send personalized offers to prospective customers. To nurture leads and increase conversions, email marketing is an incredible tool for some businesses. Using email campaigns, you can personalize communications by considering each customer’s buyer’s journey inside the sales funnel. Through the combination of these two marketing techniques, you can display ads to just the leads that are the most qualified.

Which Strategy is Best for Your Marketing?

Marketing strategies such as remarketing and retargeting are valuable tools for reaching target audiences at the appropriate time. Although it may appear to be a matter of terminology, the distinction is not about choosing the proper phrase. As indicated above, these strategies typically use distinct channels and, more significantly, have diverse objectives. Understanding when, why, and how to implement these two different marketing tactics can assist you more effectively in achieving your goals.

Ready to learn more about which marketing is best for your brand? Let’s connect and learn more about your business and marketing goals.

About the Author

Thomas Hillary

Thomas Hillary is a professional content strategist. With years of industry experience and an extensive writing backing, stemming from dual bachelor's degrees in English and Communications, Thomas has the skills needed to provide clients with quality and insightful work.


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