Remarketing has grown in popularity in recent years due to the evolution of digital marketing and advertising. Digital platforms enable businesses to track and monitor customer behavior with high accuracy and precision.
The information gained through tracking the customers and their online behaviors has enabled marketing to thrive and remarket. Let’s take a closer look at remarketing, why it is so valuable in digital marketing, and how you can use different remarketing strategies for your business.
What Is Remarketing?
Remarketing is the process of reaching out to current or past customers who have already purchased something on your website.
Digital marketers do this through the use of emails. Most online stores require users to make accounts using their email addresses. This way, marketing teams can quickly inform customers about new products and special offers. Remarketing campaigns are indeed a digital marketing strategy that enables you to ensure customer loyalty.
Key TakeawaysÂ
Remarketing is a digital marketing strategy that enables you to refresh your customers’ memory about your brand and business;
Email campaigns are characteristic for remarketing, while paid ads are a typical tool in retargeting;
Maintaining loyal customers and knowing something about them can help you re-engage them with your products or services.
How to Define Remarketing?
Remarketing is a way to engage current customers and reach out to potential customers who are already familiar with your brand. It is an efficient way for businesses to increase brand awareness, drive traffic to a website, and ultimately increase conversions and sales.
Remarketing is commonly used synonymously with retargeting, but they are not exact equivalents of each other.
While the goal of both remarketing and retargeting campaigns is the same, there are a few key differences between the two.
Remarketing vs Retargeting
| Remarketing | Retargeting | |
|---|---|---|
| Audience Reach | Targets website/app visitors | Targets users across multiple online channels |
| Scope | Limited to advertiser-owned platforms | Extends to third-party platforms |
| Ad Formats | Primarily display/banner ads | Various ad formats (display, search, social, etc.) |
| Timing | Targets users after leaving the site/app | Targets users during or immediately after interaction |
| Intent | Targets higher intent/engagement users | Targets users with minimal or initial interest |
| Channels | Primarily display advertising | Multiple channels (search, social, email, etc.) |
Namely, remarketing utilizes emails to reach out to customers who have made a purchase on your website in the past. They have willingly given you their email address while creating their account.
Receiving a message from you is nothing out of the ordinary. Users who like your products and brand will probably want to be updated. This way, you keep your relationship with customers fresh, and they learn more about your brand.
On the other hand, retargeting uses paid ads to get your brand in front of potential customers. With retargeting, you are trying to reach out to people who are yet to buy your product or service. They have visited your website once or perhaps clicked on your ad on social media.
In other words, they have shown interest in what you have to offer.
Retargeting lets you present your content to those specific people again and gain conversions. You can easily create a retargeting campaign using online retargeting software. Ironically enough, Google Ads Remarketing functions, in fact, as a retargeting platform.
If you are not fond of emails and want to use paid ads to attract potential customers, you should learn how to use retargeting strategies properly.
Why Is Remarketing Important?
Remarketing is essential as it provides several valuable benefits to businesses. The main upside of remarketing is knowing something about the people who buy from your online store.
1. Enhanced targeting
You can use the information about clients’ purchases to your advantage by sending your customer’s personalized suggestions about similar or complementary items. Remember that including a small discount can only make those items more appealing.
2. Increased brand loyalty
Another benefit of remarketing campaigns is keeping your customers loyal to your brand. You can ensure this by sending them newsletters, limited offers that only they can access, holiday discounts, and exclusive content.
3. Personalized approach
If creating an account on your website requires users to enter their birth date, you can send them a personalized birthday card with a voucher for your store as a gift. They may notice that your brand cares for its customers and will naturally want to stick to it.
What Are The Best Remarketing Strategies?
Remarketing is an effective marketing strategy that enables businesses to target a specific audience they may have interacted with on their website, online content, or advertisement.
The best approaches focus on personalizing the experience for customers by displaying ads that are tailored to their interests.
1. Create remarketing lists
Businesses can use remarketing lists for search ads to target customers who have already visited their website and send them an email offering something unique. Keeping these prospects in a database is functional and practical for future marketing efforts.
2. Implement dynamic remarketing
Additionally, businesses can use dynamic remarketing to show past website visitors’ ads with customized product images and prices. Past visitors may have only given up on purchasing a product or service because it was slightly beyond their budget.
3. Try video remarketing
Video remarketing campaigns are also an effective tool businesses can use to reach past website visitors by targeting them on YouTube and other video-hosting websites. Video is the type of content with a high engagement rate, so it is worth exploring as part of your remarketing strategy.
4. Customized ad content
To enhance the effectiveness of your remarketing efforts, always customize your ad content so that it speaks directly to your target audience’s interests. Tailor the messaging, visuals, and offers in your ads to align with the specific needs of potential customers. A personalized approach can significantly increase engagement and conversion rates.
5. Abandoned cart remarketing
One of the most valuable remarketing strategies is targeting users who have abandoned their shopping carts. If you’re opting for this remarketing strategy, make sure to use compelling messaging, exclusive offers, and urgency tactics to encourage them to return and finalize the transaction. This tactic has proven to be highly effective in recovering lost sales.
Related Terms
Explore these related terms to enhance your understanding of remarketing and improve your marketing approach and strategies.
Additional Tips & Tricks
- 97% of first-time users leave the website without making a purchase;
- Avoid bombarding users with excessive ad impressions by setting frequency caps; They ensure your remarketing ads stay relevant and don’t become intrusive;
- Dynamic remarketing ads are a form of remarketing that utilizes personalized product images and prices. However, they require more effort to implement.
The Bottom Line
Remarketing is an effective strategy for businesses to connect with customers who have demonstrated an interest in their products or services. It allows companies to reconnect with these individuals through targeted advertising tailored to their interests and actions.
You’ve learned why it is important to apply remarketing strategies into your campaign and whichtactics work the best. These tips will help you optimize the current marketing strategy and enhance your client’s flow.
Remarketing FAQs
Simply put, yes, display ads are a standard remarketing tool that makes use of browser cookies. Display ads are an excellent way to attract user attention which is why they are a popular option for remarketing campaigns.
Remarketing lists for search ads (RLSA) is a feature of Google Ads that enables marketers to customize their search campaigns depending on whether a user has previously visited their website (or app) and the pages the person viewed.
Different ways to implement remarketing ads depend on your niche and brand. Video remarketing ads are a good fit for some businesses, while traditional display ads are a good option for others.
Social media remarketing refers to the retargeting efforts aimed toward users who have interacted positively with specific social media posts. Social media remarketing is a growing marketing field.
