Retargeting, also known as remarketing, is a marketing strategy that involves targeting ads or content to individuals who have previously interacted with a brand's website or digital content. It's a way to re-engage potential customers who have shown some level of interest in a product or service but may not have completed a desired action, such as making a purchase, signing up for a newsletter, or filling out a form.
Outside of digital advertisements, retargeting can be leveraged within email marketing campaigns by sending personalized emails to users who have shown interest in specific products or services but did not complete a purchase. These emails can contain tailored offers, reminders, or incentives to encourage recipients to revisit the website and convert.
On social media platforms, retargeting can be applied by creating custom audiences and showing specific ads to users who have previously engaged with the brand's social content or visited the website.
In lead generation campaigns, retargeting can be employed to nurture leads that have shown interest in the brand or product but have not yet converted. Targeted content, educational resources, or personalized offers can be used to guide leads through the sales funnel.
Retargeting can be effectively leveraged with push notifications and in-app messaging to re-engage users and drive specific actions within mobile apps as well. Push notifications for abandoned carts, in-app messages for personalized recommendations, or something as simple as push notification reminders for a limited-time offer can all drive user re-engagement.
Retargeting Defined
How to Use it in a Sentence
Retargeting can be implemented through various digital advertising platforms, including Google Ads, Facebook Ads, and other ad networks.
Common Retargeting FAQs
The main goal of retargeting is to keep the brand or product at the forefront of the user's mind and increase the likelihood of conversion. By showing relevant ads to users who have already expressed interest, retargeting campaigns can be highly effective in driving conversions, increasing brand awareness, and improving overall marketing ROI.
1. Website or App Interaction – When a user visits a website or interacts with a mobile app that has retargeting implemented, a cookie or a tracking pixel is placed on the user's device. This allows the website or app to identify the user and track their behavior.
2. User Leaves the Website – If the user leaves the website or app without completing the desired action, such as making a purchase, retargeting comes into play.
3. Displaying Targeted Ads – After leaving the website, the user will start seeing targeted ads from the same brand on other websites they visit or on social media platforms. These ads are strategically designed to remind the user about the product or service they were interested in and encourage them to return and complete the desired action.
Outside of digital ads, retargeting can be leveraged by marketing email campaigns, content remarketing (such as blog posts or whitepapers), cart abandonment retargeting, and targeted upselling campaigns. The key to successful retargeting in your marketing campaigns is to tailor messages and offers based on users' specific behaviors and preferences.
There are several types of retargeting campaigns, including website retargeting (targeting users who visited your website), search retargeting (targeting users based on their search queries), social media retargeting (targeting users on social media platforms), and email retargeting (sending personalized emails to users who abandoned their shopping carts).
Channels like push notifications, SMS, and in-app messages play a significant role in retargeting by providing direct and personalized communication with users. These channels enable marketers to re-engage potential customers who have shown interest in the brand or products, guiding them back into the marketing funnel and encouraging conversions.
Hyper-personalized push notifications can be used to remind users about abandoned carts, limited-time offers, or events.
SMS messages have famously high open rates and can be used to send time-sensitive offers or important reminders, encouraging users to take prompt action.
In-app messages can be triggered based on specific user behavior, such as completing a tutorial, reaching a certain milestone, or interacting with specific content. These messages can help guide and re-introduce users to the next step in their journey
Retargeting can be effective when done correctly and with relevance. However, if not managed well, it can become intrusive or annoying to users. To avoid this, ensure that your retargeting efforts are personalized, not delivered too frequently, and align with users' interests and previous interactions.
Key metrics to track the success of your retargeting campaign include click-through rate (CTR), conversion rate, return on ad spend (ROAS), and cost per conversion. Additionally, monitor engagement metrics like bounce rate and time on site to ensure your retargeting efforts are resonating with your audience.
Retargeting in marketing campaigns involves targeting users who have interacted with a brand but haven't converted. It uses cross-channel messaging to bring them back, encourage conversions, and deepen engagement. This technique aims to re-engage potential customers and increase the likelihood of conversion by reminding them of the brand and its offerings.
Retargeting is crucial in marketing for several reasons. First and foremost, retargeting allows marketers to reach out to users who have shown initial interest in their brand or products but have not completed the desired action. By re-engaging these potential customers, you have another opportunity to convert them into paying customers. Not only is retargeting great for creating more conversions, but it creates easier conversions as well. Since retargeted users are already familiar with your brand, the sales cycle tends to be shorter. Retargeted users are further down the marketing funnel and may require less persuasion to make a purchase.
Retargeting typically offers a higher return on investment (ROI) compared to acquiring new customers. As we mentioned above, your audience is already familiar with your brand, so the cost per acquisition tends to be lower.
Lastly, re-engaging and retaining existing customers through retargeting can increase their lifetime value to your brand. Repeat customers are more likely to make multiple purchases and become brand advocates.
By leveraging push notifications strategically, marketers can successfully re-engage users and increase their overall app engagement and retention. Use the following push notification strategies to maximize retargeting efforts:
- Cart Abandonment Recovery: Send push notifications to users who abandoned their shopping carts without completing the purchase. Remind them about the items left behind and offer incentives, such as discounts or free shipping, to encourage them to return and finalize the transaction.
- Re-Engagement Campaigns: Target users who have not interacted with your app for a specific period. Send personalized push notifications with relevant content, exclusive offers, or updates to entice them back into the app and re-engage with its features.
- Event and Sale Reminders: Send push notifications to users who have shown interest in an upcoming event or sale. Remind them about the event's date and time, or offer early access to exclusive deals to generate excitement and encourage participation.
- Gamification and Rewards: Implement gamification elements within the app and send push notifications to notify users about their progress, achievements, or rewards. Gamification can increase engagement and motivate users to continue using the app.
- Time-Sensitive Offers: Send time-sensitive push notifications for flash sales, limited-time promotions, or special deals. Create a sense of urgency to prompt users to take immediate action.
- A/B Testing: Conduct A/B testing on push notification content, timing, and targeting to identify the most effective messaging and optimize retargeting efforts.
Remember, while push notifications are a powerful tool for retargeting, it's essential to use them judiciously. Avoid overwhelming users with excessive notifications, and ensure that content is relevant before sending!
In-app messages can be utilized effectively for retargeting purposes to re-engage and convert users who have previously interacted with your mobile app but did not complete desired actions. Use the following in-app messaging strategies to help get started.
- Inactive User Activation: Use in-app messages to reactivate users who have not logged in or used the app for a while. Encourage them to return by highlighting new features, content, or promotions.
- Personalized Recommendations: Utilize user behavior data to send in-app messages with personalized product or content recommendations. By offering tailored suggestions, you can capture users' attention and bring them back to the app.
- Feedback and Surveys: Use in-app messages to ask for feedback or encourage users to participate in surveys. Gathering user insights can help improve the app's user experience and retain users.