Modern marketing includes various supporting methods, the main goal of which is to promote services, goods, and their popularization. An important component of any business is customer retention and the return of mutual cooperation, because all these factors affect profits and the building of long-term relationships, help to study and determine the interests of buyers, needs, and desires. Such processes can be carried out using specially developed modern tools: retargeting and remarketing. Such methods are aimed at customers who were interested in the product but did not make a purchase, contribute to the successful completion of cooperation, and increase revenue. In this article, we will consider each of the areas in more detail, how it works, and how they differ from each other.
What is retargeting?
Retargeting is a modern marketing tool that allows you to advertise to people who have interacted with your organization but haven't reached the final stage of purchasing a product for certain reasons. People are interested in certain products that they have heard about or used before, so such notifications will be more successful because the customer base is prepared.
How does retargeting work?
By visiting a certain company's website, the user automatically gives permission to process data, namely age, gender, location, interests by responding to messages, saving products to the cart and completing the purchase. There are special files (codes) in browsers that allow them to analyze and store all the collected information, according to which the service can be improved, attracting more user attention and contributing to increased conversion. All collected data is transmitted to the program, which works with the help of clicks, links or reminders on the platform. Nowadays, many companies are looking for alternatives to such methods in order to reduce funding for these processes and make work easier, often they have started to use social networks, where interaction with the service provider takes place directly on the personal website, it is there that the necessary information about the audience is recorded and directly affects individual segments of buyers, all these approaches contribute to effective activity.
Types
According to extensive research and the work of marketers, the following types of advertising methods are distinguished:
- search engine (this type will apply to users who purchased goods through search engines);
- social (ads display depends on active use of social networks: liking, saving posts, comments);
- behavioral (segmentation of people by preferences, interests);
- website visitors (reference for those who visited the page but did not complete a purchase)
Using retargeting
To work effectively, you need to follow basic rules and principles that will increase your efficiency. Let's take a closer look at some strategies:
- Visitor segmentation by date of visit (allows you to create relevant notifications and return customers).
- Email newsletter (This method will have an effect on those people who subscribed to the company's page but did not purchase anything).
- Influence through video (users watching videos related to certain products will receive periodic reminders and increase sales).
- Dynamic retargeting (displaying advertisements for products that the client was previously interested in).
- Pixel settings (dividing the audience into groups, which will allow for analysis and collection of information).
- Hashtags (using special hashtags improves the effectiveness of informative notifications).
Main platforms for retargeting
The most common platforms where this marketing method is used are distinguished, among which the following can be distinguished:
- Facebook;
- Instagram;
- TikTok;
- YouTube;
- Google Ads;
- AdRoll;
- Criteo
Before using it, you need to clearly determine the place for advertising and use retargeting wisely so as not to scare or repel customers.
Pros and cons
Among the positive influences:
- improving brand awareness
- conversion growth
- repeated contacts for cooperation
- economic benefit
Cons:
- mismatch with audience goals
- breach of confidentiality
- intrusiveness (due to incorrect settings, messages are sent frequently).
Tips for effective setup
- Create personalized advertising (divide the audience into categories - each will have its own notification of the product that the person viewed).
- Use pixels that will block the display to customers who have already made a purchase from the company, this is necessary in order not to annoy the audience with intrusive advertising and to leave a good impression of yourself).
- When setting up retargeting, you need to focus on age and location, that is, carefully analyze whether the services will really be relevant in a given region and for which age group of the population.
- Frequency of impressions and adherence to intervals between them (you don't need to make frequent notifications to customers so as not to appear intrusive, experts recommend up to 15-20 distributions per month)
- Segment users (division into groups depending on their interest in these services, analysis of the time spent on the site, if it is a few seconds, then they are not interested in these offers, so it is very important to limit the circle of communicators).
- Cross-selling (this method can provide additional income, for example, when selling a coffee machine, you can offer cleaning or rinsing products).
- Sales can be increased during periods of high demand, namely during the holidays, when everyone is looking for gift options, so it is possible to tie such products to a specific date.
What is remarketing?
Remarketing is a way of influencing the audience that had direct interaction with the company, brand, i.e. purchased goods, subscribed to a service or ordered services. The main task is to make repeat sales and get the most out of the already ready customer base. It is used when the reach is good, but the conversion has fallen, so the population needs to be reminded about your goods and services.
How remarketing works
A great example is email newsletters, such a system is aimed at continuing cooperation or subscription, re-purchasing certain products, getting acquainted with new products that have appeared in the assortment, contextual advertising can also be a notification option, if set up correctly, you can increase the number of customers and, accordingly, sales. Modern platforms allow advertisers to create their own lists of users who are selected by phone numbers or email addresses, such approaches increase remarketing.
Types
- Standard (showing ads to people who have not taken any action, for example, visited webinar or conference pages and did not register).
- Dynamic (using information about products: name, characteristics, cost, which visitors studied based on this data and advertising of the products they viewed will appear).
- Search engine (creating personalized ads).
- Remarketing on social networks.
Tips for setting up remarketing effectively
To avoid situations where conversions decrease, it is very important to set up this marketing method. First of all, tags are installed on the site, then the audience is set up and an advertising campaign is created. There is a special Google Analytics code that allows you to collect the necessary data, goals and placement, demographics, etc. Depending on the actions of users on the site, they are divided into groups in such a way that each of them is shown ads according to their interest, and those who were on the site for less than one minute - such an audience is filtered out. This option will be useful for small and medium-sized businesses, because it has a lot advantages, namely:
- increase conversion
- offer personalization
- increasing company awareness
- high conversion rate
- return on investment in advertising
Disadvantages This tool is practically non-existent, among the minor ones we can highlight: the process requires a long time and financial investments.
What is the difference between retargeting and remarketing?
| Characteristic | Retargeting | Remarketing |
| Conversion funnels (goal) | competence | loyalty |
| Target | expansion of the customer base | retaining existing customers and increasing their value |
| Products | goods or products that are purchased once every few years, such as cars, real estate | goods and services of regular use: groceries, household chemicals, etc. |
| Ways of interaction | contextual advertising, social networks | email, push notifications |
| Data | information is voluntarily provided by the customer during the purchase | information is collected using tags or special codes |
| Costs | requires significant costs | Loyal, as available channels are usually used: email, SMS and push notifications. |
In summary, we can conclude that these tools complement each other, which businesses use in their activities simultaneously. Retargeting reveals the potential of future customers, and remarketing consolidates the achieved results and forms a loyal customer base. Therefore, it is very important to understand that both methods are effective for achieving successful results in modern business activities.
