Remarketing, also known as retargeting, is a form of online targeted advertising that targets consumers based on their previous internet behavior. It involves engaging audiences who have already interacted with a brand to encourage them to take a desired action that may interest them, such as conversion. For example, if a customer logs in to a website and adds products to their shopping cart but leaves without purchasing, the website can use the email address provided by the customer to send emails reminding them about those products, helping prevent cart abandonment.
Remarketing works by collecting information about users and creating lists, which are used later to send sales emails or serve targeted ads to users who have visited a website or a specific web page and who have or have not taken a specific action. A remarketing list is a group of website visitors who perform a certain action on a site, such as visiting a pricing page or adding a product to their cart. Remarketing can be used to promote a specific product or offering, or to achieve a certain conversion goal such as lead generation.
Remarketing is an important part of digital marketing because the customer journey takes time, and most shoppers don’t discover a new brand, choose some of its products, and complete their purchase all in the same session. Many potential customers will take time to consider a brand or product, by browsing elsewhere online or by reading customer reviews, before they make their decision. Remarketing can help with brand awareness, consideration, and loyalty, and it can also be used to reduce shopping cart abandonment.
