Retargeting is a term used to refer to an advertising activity aimed at recontacting a user on different channels than those on which the previous interaction took place in order to lead them to make a conversion.
The goal of a Retargeting action is thus to stimulate the user to make a conversion, be it a purchase or a lead generation activity.
Very often the term retargeting is used as a synonym for remarketing but with clarifications. In fact, when we talk about remarketing we are referring to all those marketing actions put in place to retain and stimulate users who have already converted and lead them to make new purchases. Among the main remarketing strategies are automated emails such as abandoned cart emails or similar product recommendations. Among the main retargeting strategies, on the other hand, we find those marketing actions that serve to bring the user back to repurchase or revisit our website, to do retargeting we use display or native ads shown on portals, sites and apps among the most common examples of tools used in remarketing we find for example Google ADS.
Static Retargeting and Dynamic Retargeting
Broadly speaking, we can distinguish the types of retargeting ads into two different macrocategories:
- Static retargeting ads: this category includes fixed groups of ads that are presented to the potential consumer based on the pages viewed on the site;
- dynamic retargeting ads: these are personalised ads that are made and created from careful profiling and segmentation of their audience, which allows them to show the most relevant ads at the most appropriate time.
It is evident, how for this second type of ads, the support of performant technological solutions, such as CDPs, and the contribution of artificial intelligence and machine learning play a crucial role.
While essentially retargeting strategies mostly serve to recover users who do not make purchases/conversions on their first visit (well over 96% of users who usually access the site, we estimate), we cannot forget other benefits such as:
- Optimisation of investments incurred to acquire new traffic;
- Ability to reach cross-device users.
