If you work in marketing, you must have heard of the terms ‘remarketing’ and ‘retargeting’. While some parties believe that these terms are interchangeable, some actually believe that there are subtle differences between them.
In essence, remarketing and retargeting are two marketing strategies that aim to re-engage with people who have already interacted with your brand. They are often used interchangeably, but there is a subtle difference between them.
Remarketing typically refers to using email to reach out to people who have visited your website, abandoned their cart, or signed up for your mailing list. Remarketing emails can be used to promote new products, offer discounts, or simply remind people about your brand.
Retargeting typically refers to using paid ads to reach people who have visited your website or social media profiles. Retargeting ads can be displayed on other websites, search engines, and social media platforms.
Both remarketing and retargeting can be effective ways to increase conversions and customer lifetime value. However, choosing the right strategy for your business and your audience is essential.
Here is a table that summarises the key differences between remarketing and retargeting:
Characteristic | Remarketing | Retargeting |
Channel | Paid advertising | |
Audience | People who have interacted with your brand in some way, such as visiting your website or subscribing to your mailing list | People who have visited your website or social media profiles |
Goal | To re-engage with existing customers and encourage them to make a purchase | To reach new customers and bring them back to your website |
Examples of remarketing and retargeting:
- A clothing retailer emails customers who have abandoned their carts with a discount code to encourage them to complete their purchase.
- A travel website displays ads for flights to people who have recently searched for flights on their website.
- A SaaS company sends an email to customers who are nearing the end of their free trial to encourage them to upgrade to a paid subscription.
- A social media platform displays ads for products that people have recently liked or viewed on the platform.
Which one should I use?
The best way to decide whether to use remarketing or retargeting is to consider your business goals and your target audience. If you want to re-engage with existing customers and encourage them to make a purchase, remarketing is a good option. Retargeting is a good option if you want to reach new customers and bring them back to your website.
You can also use both remarketing and retargeting together to create a more comprehensive marketing strategy. For example, you could send a remarketing email to customers who have abandoned their carts and then retarget them with ads for the products they left in their carts.
Whatever strategy you choose, ensure your messages are relevant and personalised to your target audience. This will help you to maximise the effectiveness of your campaigns.
Conclusion
Whether you want to use the remarketing or retargeting strategy in your campaign, knowing your target audience and end goal will help you choose the right strategy. Start by asking yourself who your target audience is and the goal you’re hoping to achieve, and you’re halfway there.
