Retargeting, also known as remarketing, is a digital advertising strategy that involves displaying targeted advertisements to individuals who have previously interacted with a website, app, or online content. It works by using cookies or pixel tracking to track user behavior and then retargeting them with relevant ads across various platforms and websites. The aim of retargeting is to re-engage potential customers, reinforce brand awareness, and encourage them to take a desired action, such as making a purchase or completing a form.
Significance and Uses of Retargeting
Retargeting is significant for advertisers as it allows them to stay connected with users who have already expressed interest in their products or services. It helps maintain brand visibility, increase conversions, and reduce the likelihood of missed opportunities. By targeting individuals who have already shown engagement, retargeting campaigns have higher chances of success compared to broader advertising approaches. Retargeting is commonly used in e-commerce to recapture the attention of users who abandoned their shopping carts, reminding them of their potential purchases and providing incentives to complete the transaction. It is also effective in nurturing leads, promoting new products or services, and reinforcing brand messaging.
Example of Retargeting
Suppose a user visits an online shoe store, browses various shoe styles, adds a pair to their cart, but leaves the website without making a purchase. Later, as they browse other websites or use social media, they encounter targeted ads from the shoe store displaying the same pair of shoes they were interested in, along with a special offer or discount code to encourage them to return and complete the purchase.