The term remarketing applies to any tactics used to engage a customer after an initial interaction.
Retargeting refers to the specific strategy of using cookies and display ads to promote products and services to people who have previously visited a site, as well as users who exhibit similar behaviors online.
Again, it is not about chosing one or the other.
If you’re deciding whether your brand should leverage remarketing vs retargeting, it may surprise you that the two strategies go hand in hand.
Retargeting is a specific piece of remarketing that almost explicitly involves display advertising.
The way this works is that when a customer visits your website, perhaps certain pages of your website or looks into specific products or services, it leaves cookies behind in their browser history.
Remarketing is an essential element of an integrated marketing strategy, because it leverages multiple touchpoints to appeal to an audience. At a strategic level, remarketing supports a brand’s primary sales objectives by recapturing potentially valuable leads. Without a remarketing plan, quality leads are more likely to slip through the cracks.
The customer interaction essential goal is to regain the customer’s interest.
Remember that a maximum of 2% of your visitors will take action on your website.
If you don’t want to lose the 98%, then you need a strategy about Remarketing.
Some interesting links:
- Outbrain is a platform working on remarketing with a high dose of programmatic.
- The Search engine journa give very good explanations about what is it and why we should look at that very seriously.
- Some Marketing companies give tutorials like Lyfe Marketing.
- Neil Patel again propose a very interesting contribution.
- In a very infographic way, Spiralytics gives a great explanation with interesting graphics.
- At the end, what we expect is a higher level of conversion. This is perfectly explained and documented by Crazy Egg.