While they sound super similar, retargeting and remarketing are separate marketing terms that differ strategically. Both are about re-engaging existing leads and strengthening them to convert them to sales, and both have the same outcome in that sense, but the tactics used are slightly different.
As such, the terms ‘re-targeting’ and ‘re-marketing’ focus on honing in on customers who have already shown an interest in your business (or that are existing customers already). If you’re still wrangling new leads or trying to drive traffic to your page, check out our services insight and see how Rooster can help guide you to marketing success.
What is retargeting?
Retargeting is all about ads – it’s an ads-based strategy that aims to entice users to your website by placing your brand & message right in front of their faces while they browse the internet elsewhere. It uses third-party platforms to move your customers towards your website once they have clicked away.
For example, if someone has visited your website and looked at your selection of men’s shoes, and then left your site without buying, you can use different ads (in particular using the Google Display Network) to show that person your men’s collection of shoes. This will keep up engagement and have your products firmly in their mind. They might have checked out your site and then gone to check their favourite news website, and if that site is integrated with the GDN, you can show your very targeted ads in the sidebar of the news website.
Remember, 96% of your customers won’t be ready to purchase anything on their first visit, so nudging them back to your website once they’ve left is a great way to lock in some sales.
Retargeting is often done with Google ads, as mentioned previously, but can also achieve results with targeted social media ads and other cross-platform advertisements. The same principles apply – showing targeted ads to potential customers while they browse through Facebook or their usual social media platform of choice, getting them thinking about that t-shirt they left in their basket or that exciting webinar they so very nearly signed up for!
Okay, so what is remarketing then?
Remarketing is typically more focused on the world of email marketing rather than advertising. Like retargeting, remarketing uses personalised user behaviour on the web to direct you to a previously visited website. By tracking user behaviour and segmenting audiences based on these behaviours, you can flesh out the types of remarketing emails you will want to send.
For example, you can prioritise audiences who have abandoned their cart at checkout or target groups based on upselling opportunities. Abandoned cart/basket emails are a highly effective method of remarketing that should be a staple in any marketer’s playbook. According to Baymard, 70% of online shopping baskets are abandoned before checkout, which is 70% of your potential sales falling through.
Abandoned shopping basket reminders are great emails to send when a customer has placed items in their basket and then moved on elsewhere. They remind the customer of their potential purchases and offer an opportunity to entice them back with deals, discounts, and FOMO (fear of missing out). If something is limited edition or in short supply, letting a customer know can be the final nudge they need to commit to a purchase.
Another popular category of remarketing is review emails. By inviting customers who have already purchased from your business back to your website to leave a review, not only are you keeping them on your webpage for longer, but you are also giving yourself more chances to convince them to buy again. Plus, a satisfied customer review is always a bonus!
Retargeting vs remarketing – which is better?
It’s almost impossible to say which one is better: retargeting or remarketing. The two are so intertwined that there are only minor differences between them, especially in terms of outcomes. Both look to guide users back to a specific website and encourage sales, as well as solidify leads and keep them engaged.
Overall, you are always working towards keeping a user interested in your brand and getting them to perform a specific action (such as visiting your webpage again or purchasing a specific product).
Retargeting and remarketing use customer behaviour to target online users based on their online habits – analysing which websites users have visited, how long they spent on certain pages, whether they clicked certain links, and whether they added items into their virtual basket to potentially purchase. They’re both about customers’ behaviours and interests, as this gives marketers the best chance of understanding what their audience is looking for.
When it comes to retargeting vs remarketing, it becomes less and less about which is the superior strategy, and more about how to integrate them both into your wider marketing strategy to yield the best results.
How Rooster can help retarget your customers
If you’re looking to retarget your customers and make that final sales push, our team of digital marketing experts is here to create the best targeted ads for you, all optimised for tangible results. Get in touch today.