There is quite a bit of confusion regarding the concepts of remarketing and retargeting. Although remarketing and retargeting have similar goals, they are fundamentally different. The strategies as well as the audience for remarketing and retargeting vary from each other.
Most of the time, it is a good idea to target those people who had already visited the website more than once as well as those people who had previously interacted digitally with the business development managers/marketers. Retargeting denotes the online ad placement and the display ads which are used to target those users who have previously interacted with the website in particular ways without purchasing anything. When a visitor views a website, clicks on a product/service or takes any other specific action, a cookie will be set in their browser. The marketers/business development managers can then make use of this information to ‘retarget’ the visitors with ads according to their interactions after they leave the website. These ads are generally placed by third party sources such as Facebook or Google Display Network (GDN). These third party sources enable the ads to trigger on other websites which the visitors go to.
‘On-site’ retargeting involves targeting those individuals who have already visited the website. This type of retargeting can be done based on the way in which they found the website (social media, a search, or other inbound events). Retargeting campaigns attain high conversions and engagement compared to non-retargeting campaigns. ‘Off-site’ retargeting involves targeting those individuals who have interacted with the website indirectly through other means such as by using social media channels (Facebook, Instagram, Twitter, etc.) of the brand/business.
Remarketing involves re-engaging the customers through email. Some examples of remarketing include emailing customers for renewing any service or upselling any accessory. Remarketing makes use of the information obtained from the customers’ purchase history and uses it to prompt the customers to take any pre-planned actions.