Retargeting as a Strategy to Get Loyal Customers

Retargeting is one of the most effective strategies for converting website visitors into loyal customers. Using visitor behavioral data, retargeting helps remind and encourage people to return and complete desired actions.

When a user visits a website, a cookie is placed on their browser, allowing advertisers to show them relevant ads as they browse the internet.

Ads can then be specifically targeted to individuals who are already interested in a particular product or service, increasing the likelihood of conversion.

By repeatedly showing ads to users who have already interacted with a brand, businesses can stay top of mind with consumers. Learn about the definition, how it works, benefits, and examples of retargeting in the following article.

Retargeting Definition

Retargeting is a marketing strategy that allows companies to show relevant ads to users who have previously interacted with them. The interaction referred to here means that the user has taken a specific action while visiting the company’s website or using its application.

By utilizing cookies, retargeting tracks user activity and places specific ads that target their interests when they visit the web or social media. This technique aims to remind users of products or services they have previously viewed.

How Retargeting Works

The cookies used in retargeting contain information about the visitor’s behavior on the site. This information includes the pages they visited, the products they viewed, or the actions they took.

This allows companies to show relevant ads to those visitors when they visit other websites or social media platforms. There are two main types of retargeting:

Website-Based

This type of retargeting targets visitors who have visited your website but did not convert. For example, someone has viewed a particular product but did not purchase it. Later, they will see an ad for that product while browsing the internet.

Email-Based

In this type, retargeting targets users who have interacted with your marketing emails but have not taken the desired action. For example, if someone opens an email about a promotion but does not make a purchase, they will see an ad for that promotion while browsing online.

Benefits of Retargeting

Retargeting has a number of benefits that can significantly increase the effectiveness of a digital marketing strategy. This effort not only helps increase conversions, but also offers a variety of other benefits that support business growth.

Here are some of the key benefits of implementing a retargeting strategy:

Increase Brand Awareness

By repeatedly showing ads to visitors who have already visited your website, retargeting helps increase brand awareness. This is important because consumers often need to see a product or service multiple times before deciding to make a purchase.

Increase Conversions

Visitors who have already shown interest in your products or services are more likely to convert than new visitors. By retargeting them with relevant ads, you can encourage them to complete a purchase or take other action.

Reduce Cart Abandonment

One of the biggest challenges in ecommerce is cart abandonment. Retargeting ads allow you to remind visitors who have added products to their cart but have not completed their purchase.

Maximize Marketing ROI

By targeting visitors who have already shown interest in your products, retargeting helps maximize the return on investment (ROI) of your marketing campaigns. This is because targeted ads are more likely to convert than ads shown to an unengaged audience.

Retargeting Examples

Retargeting is a very flexible strategy and can be applied in many different ways to achieve a variety of marketing goals. Here are some concrete examples of how retargeting can be used to increase user engagement and conversions.

Shopping Cart Abandonment Retargeting

The most common example of retargeting is retargeting visitors who have added products to their cart but have not completed the purchase.

For example, a user visits an e-commerce site and adds shoes to their cart but leaves the site without checking out. With retargeting, the user will see ads for those shoes when they browse the internet or on social media.

Product Page Visitor Retargeting

Another case is targeting visitors who have viewed a specific product page but have not made a purchase.

For example, a user visits the laptop product page on your website but leaves the site without making a purchase. Retargeting allows you to show ads showing that laptop or similar products when they visit other websites.

Content Visit-Based Retargeting

For content-focused businesses, retargeting can be used to target visitors who have read a specific article.

For example, if a user reads an article about fitness on your blog, you can target ads for fitness newsletter subscriptions. This helps deepen user engagement with your content and encourages them to become regular visitors or customers.

Email Campaign Retargeting

Retargeting can also be applied to email campaigns.

For example, if you send out a promotional email about a new product and some recipients open it but don’t click on the link. You can target them with a specific ad.

This ad can appear as they browse the web, reminding them of the product they viewed in the email.

Retargeting Event or Webinar Attendees

If your business frequently hosts events, you can use retargeting to retarget attendees who have registered or attended the event.

For example, after hosting a webinar, you can show webinar attendees an ad for follow-up consulting services when they visit other sites.

Retargeting is a highly effective digital marketing strategy for increasing conversions and maximizing ROI. By targeting visitors who have already shown interest in your products or services, retargeting helps turn them into loyal customers.

By implementing the right retargeting strategy, you can achieve better results in your digital marketing campaigns for business growth.

Retargeting is just one of the many digital marketing efforts that can be done for your business. Learn more about digital marketing through the Digital Marketing Fundamental program from prasmul-eli.

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Introduction to Digital Marketing Strategy

• Customer Persona
• Social Media Marketing
• Digital Paid Advertising
• Digital Free Advertising
• Customer Journey & Online Sales Funnel
• Digital Marketing Strategy & Workshop

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