A guide to Remarketing & Retargeting

The old days of just having one opportunity to market to potential customers are well and truly over.
In this increasingly technological age, businesses now have numerous methods of sending someone who has already shown an interest in their goods or services a second advert or message specifically designed to entice them to engage further.

Most of us have experienced looking for a birthday present or new clothes for the kids online, deciding not to buy just yet, and then being followed around on the internet by ads for the same products for the rest of the day.

What’s It Called Again?
You may have heard this type of re-advertising called remarketing or retargeting. The terms are often confused, and both words are used to mean the same thing in many cases. However, they are in fact different entities.

Here we will take a look at the two types of advertising and see what sets them apart.

Retargeting
This term is usually used for those online display adverts and ad placements which can be shown to a user based on their activity on your website.
It works by placing a cookie on the user’s device, and then using that to send them targeted adverts when they visit other places on the internet.

Retargeting services are provided by giants such as Google, enabling you to increase your brand awareness and have a second chance of selling to people who have abandoned your site – for whatever reason.

As with most types of advertising, retargeting has its advantages and disadvantages. One drawback is that some customers are actively put off by seeing multiple adverts for something they have looked at just once.

Remarketing

Remarketing, when used in its original meaning, describes re-engaging with customers using email.

For example, if a customer goes to your site, looks at some products and puts them in a shopping cart but then doesn’t go through with the purchase, you then send them an email reminding them about their interest.

This personalised approach is very successful, particularly if it takes place soon after the initial engagement with your site – preferably within half an hour.
It is therefore an essential tool for big businesses that want to get more people to follow through with their purchases.

Which Is Best?
Whether remarketing or retargeting is better for your business will depend on your budget, as well as what you sell and what you are trying to achieve.
Retargeting is great, for instance, at increasing brand awareness, while remarketing is better at getting potential customers to re-engage.
If you can afford it, you would be advised to use both methods.