What is remarketing?

Remarketing, also known as retargeting, is an online marketing strategy that allows brands to reconnect with users who have previously visited their Web site but have not taken an action, such as a purchase or subscription. It works by placing cookies on visitors' browsers and then showing ads to those specific visitors as they visit other sites on the Web. So if you have ever viewed a product in an online store and then see ads for that same product on other Web sites, you are the subject of remarketing.

How does remarketing work?

Remarketing may seem complicated, but the principle is quite simple:

1. Cookies: When a user visits a Web site, a small file called a "cookie" may be placed on his or her computer. This cookie tracks the user as they browse the Web.
2. Advertising networks: These cookies communicate with advertising networks such as Google Display Network or Facebook. If the user visits another site that has ad space from one of these networks, the original website on which the cookie was placed may display an ad targeted to that specific user.
3. Personalized ads: By using remarketing, companies can show specific ads to people based on their previous Internet behavior. This allows ads to be tailored to the specific products or pages the user has previously viewed.

Benefits of remarketing

There are several benefits to using remarketing in a digital marketing strategy:

1. Targeted ads: Instead of showing generic ads to a wide audience, companies can show very specific ads to people who have already shown interest in their products or services.
2. Higher conversion rates: Because remarketing targets users who are already familiar with a brand and have shown some interest in it, they are more likely to make a purchase or perform another desired action.
3. Increased brand recognition: Regular presence in ads keeps a brand top-of-mind with potential customers. Even if they do not convert immediately, continued exposure to the brand increases the likelihood that they will think of the brand in the future.
4. Cost savings: Remarketing can be more efficient in terms of cost per conversion because it targets users who have been interested before.

While the concept of remarketing may seem a bit uncomfortable at first (think of the idea of being "followed" around the Internet), it is a powerful tool for marketers. It allows brands to stay engaged with their target audience in a way that is relevant and personalized, which can lead to higher conversion rates and a better return on investment.