Understanding the Difference Between Remarketing and Retargeting

Points of this article: 

• Retargeting vs. Remarketing: Retargeting uses ads to re-engage site visitors, while remarketing uses emails to nurture existing customers.
• Key Difference: Retargeting relies on cookies; remarketing uses first-party data like emails.
• Best Approach: Combining both boosts re-engagement and long-term customer loyalty.

Remarketing and Retargeting, both strategies aim to re-engage users who have interacted with a brand but didn’t complete a desired action, such as making a purchase or filling out a form. However, they differ in approach and execution. In this article, we’ll explore the distinctions between remarketing and retargeting to help clarify their roles in a comprehensive marketing strategy.

Retargeting is a form of online advertising that focuses on showing ads to users who have previously visited your website or interacted with your brand in some way. These users are tracked using cookies, and ads are delivered to them as they browse other websites or platforms.

Key Characteristics of Retargeting:

• Ad-based: Retargeting primarily involves placing ads on various websites and platforms like social media, encouraging users to return to your site and complete the desired action.
• Third-party networks: Retargeting typically relies on third-party ad networks such as Google Ads or social media platforms like Facebook and Instagram.
• Focused on potential customers: Retargeting is aimed at those who have shown initial interest but did not convert, helping remind them of the product or service they explored.

For example, if a user browses a product on an ecommerce site but leaves without purchasing, they may see ads for that product while scrolling through Facebook or visiting other websites. This strategy keeps the brand top-of-mind and encourages users to return to complete their purchase.

Remarketing, on the other hand, involves re-engaging previous customers or website visitors through direct communication, most often via email marketing. Instead of relying on display ads, remarketing focuses on delivering personalized messages to individuals who are already part of your contact database.

Key Characteristics of Remarketing:

• Email-based: Remarketing typically uses email campaigns to reach users who have previously interacted with your brand, often targeting existing customers or those who have abandoned carts.
• First-party data: Remarketing leverages first-party data—information you’ve collected from users—such as email addresses, past purchases, or browsing behavior.
• Nurturing existing relationships: Unlike retargeting, remarketing focuses more on building and nurturing long-term relationships with existing customers or leads who have already engaged with your brand in some way.

An example of remarketing could be an email reminder sent to a user who added items to their shopping cart but didn’t complete the purchase. The email may include a discount code or personalized product recommendations to encourage the user to finalize their order.

Retargeting and Remarketing

While both strategies aim to increase conversions and re-engage audiences, the key differences lie in the medium and the type of audience targeted:

The choice between retargeting and remarketing depends on your marketing goals and where your audience is in the sales funnel. If you want to remind potential customers about your product and encourage them to return to your website, retargeting is an effective solution. On the other hand, if you’re focused on building long-term relationships with existing customers or engaging leads, remarketing via email is the way to go.

In many cases, combining both strategies can maximize your results. Retargeting can help bring users back to your site, while remarketing can nurture these users into loyal customers over time.

Conclusion

Understanding the difference between remarketing and retargeting is crucial for crafting an effective digital marketing strategy. Both approaches play unique roles in re-engaging audiences and driving conversions, but they differ in their methods and target audiences. By leveraging the right strategy—or a combination of both—you can ensure that your marketing efforts are tailored to the needs of your audience and aligned with your business goals.

Incorporating both remarketing and retargeting strategies into your marketing efforts can significantly enhance customer engagement and boost conversions. With ProPS, you can seamlessly integrate these tactics into your marketing automation framework, leveraging advanced segmentation and personalized outreach. ProPS enables you to optimize your campaigns, ensuring that you reach the right audience at the right time, whether through targeted ads or personalized email communication. This holistic approach not only re-engages potential customers but also nurtures existing ones, driving long-term business growth.