Remarketing, also known as retargeting, is the strategy whereby advertisers serve online ads to visitors who have previously visited their website. What this enables is for custom communications and creative to be displayed based on behavioural patterns of users i.e. Repeat visitation to a website.
Remarketing helps bring customers who have already shown an interest in your product or service back to your website, significantly increasing the chance of purchase.
How does it work?
Remarketing often performs better than other forms of display advertising and has been heralded by online marketers as a ‘must have’ in their marketing mix.
It is important to realise that there are THREE (3) main types of remarketing, which include:
- Site retargeting
- Retargeting on Social
- Mobile retargeting
The key ingredient to successful remarketing is to know and own the Customer Journey.
Remarketing is only worthwhile to those companies who value and embrace performance tracking and continual monitoring and reporting. In order to measure the success of your remarketing, you will need to look over results be they impression, conversion (eg. Purchase, sign up to newsletter or creating an account), or revenue based.
Remarketing is a long term tactic that will deliver better marketing results.
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