What is Retargeting?
Retargeting is a digital marketing strategy that focuses on re-engaging potential customers who have previously interacted with your website or are part of your contact database but didn’t make a purchase.
Retargeting works by tracking their visits to specific pages on your website and then promoting your ads on different websites they visit later on. This way, it gently reminds these potential customers about your products and services as they explore other online platforms, increasing the chances of converting their interest into a purchase.
Types of Retargeting
Pixel Based Targeting
Pixel based retargeting is achieved by putting a small bit of code on your website, preferably on each page of your website, that tracks visitors by their IP address.
Using this method, visitors to your website, who fit within your target audience but did not convert, will get served ads relevant to them.
List Based Targeting
List-based retargeting uses collected customer contact information, including email addresses or even phone numbers.
With this list, you can deliver personalized advertisements directly to your target audience’s email or mobile devices, keeping them informed about promotions, new arrivals, appointments, and exclusive offers.
If you are interested in adding retargeting as part of your marketing mix, get in touch with our team to help you reach your goals!
Is Retargeting Without Cookies Possible?
Advertisers have relied on third-party cookies for precise internet user tracking. However, retargeting as we know it is undergoing a major industry shift, with Google announcing that, in order to better protect users’ internet privacy, third-party cookies will be going away. In order for advertisers to continue to use traditional retargeting methods, the strategy will have to shift from relying on third-party cookies, to collecting first-party data.
First-party cookies collect data via direct website interactions, for example, filling out a form.
Third-party cookies, on the other hand, are small pixels on your browser that facilitate cross-site tracking, providing comprehensive insights into user behavior and shaping content presentation strategies.
With 97% of consumers visiting websites without converting upon first visit, retargeting is a great way to remind interested audiences about your product and increase your brand exposure, so that they are comfortable purchasing in the near future. Without third-party cookies, retargeting may become a bit more difficult, but not impossible!
If you’re interested in utilizing retargeting or remarketing as part of your digital marketing strategy but unsure how to get started, give us a call!
What's the Difference?
Retargeting vs. Remarketing
Remarketing, on the other hand, typically leverages list-based targeting via email or direct mail marketing to re-engage with prospects.
To execute a successful remarketing campaign, you need a user list containing their contact information, such as email addresses, phone numbers, etc. Using this list, you can send tailored email campaigns or physical mailers to remind prospects of your offerings.
Remarketing is effective for nurturing leads, delivering personalized content, and promoting special deals directly to your audience’s inbox or mailbox.
In summary, while both retargeting and remarketing aim to rekindle interest from potential customers, retargeting relies on paid, web-based ads, while remarketing employs email or direct mail marketing, requiring a user list with contact data as a prerequisite for implementation.
Retargeting is a digital advertising strategy that involves displaying targeted ads to users who have previously visited your website or interacted with your brand online.
Retargeting uses browser cookies to track website visitors. When visitors leave your site without completing a desired action (like making a purchase), retargeting ads are displayed to them across other websites or platforms they visit.
Yes, retargeting can complement other digital marketing strategies like email marketing, search, and display to create a comprehensive and effective marketing plan.