This may have meant that they visited your website, filled out a form, started to fill their shopping cart and then abandoned it, or even made a purchase. The customer interaction that remarketing is based from can vary, but the essential goal is the same, regain the customer’s interest.

Retargeting is a specific piece of remarketing that almost explicitly involves display advertising. The way this works is that when a customer visits your website, perhaps certain pages of your website or looks into specific products or services, it leaves cookies behind in their browser history.

These cookies allow you to retarget very specific ads to the customer to entice them to come back to your website and finish what they started. These display ads will show up on other websites they visit and act as a constant reminder that they were interested in something you offer. If done correctly, you will be able to drive previous visitors back to your site to complete an action, typically a purchase.

Remarketing is much broader and includes reengaging with customers through emails or direct mail to name a few. For example, if a customer abandons an online shopping cart, that business may send them an email reminding them of the contents of the shopping cart. This kind of advertising is so personalized that it often has a much better chance of reengaging a customer than a generic ad.

Both remarketing and retargeting are excellent ways to recapture audience attention through personalized and specific advertising that speaks to the customer as an individual.

Have you used retargeting or remarketing for any of your campaigns? If so, were your efforts successful?

Image courtesy of KROMKRATHOG at