The biggest difference between Remarketing and Retargeting is the medium that they use. Remarketing uses emails whereas Retargeting uses ads.
So, what is Remarketing?
A prospect visits your website and shows interest in a product or service that you offer but they don’t make a purchase. They may have abandoned the purchase process, booked and then cancelled an appointment or compared options on your website or some other action indicative of interest. What to do? Have your website setup to commence a Remarketing campaign.
A Remarketing campaign would consist of an automatic email campaign to try and convince the visitor to revisit the website and make that purchase. It could involve making them aware of other alternatives that the business offers, addressing frequently asked questions, dealing with common objections, special offers and other relevant content, all with the specific purpose of trying to generate a sale.
So, what is Retargeting?
A prospect visits your website but doesn’t purchase anything. They then leave your website; how can you bring them back? As discussed, you could try remarketing to them, but to do so, you need to have gathered their email address. Another alternative, not requiring their email is to use ads, which we call Retargeting.
Google display ads or Facebook ads are typically used for retargeting. Ever visited a website, looked at something in particular, then left that website only to find you keep seeing ads for the same product? That is probably a case of retargeting.
When a person has gone to the effort of visiting your website and shown interest in something that you are offering, they are a warm lead. They may be very close to buying but for whatever reason don’t quite get there. Before they go too cold, there is still an opportunity to generate a sale, hence the use of either remarketing or retargeting.
Both remarketing and retargeting are all about trying to convert interest into a sale. They are both achieved by installing tags or pixels on your website to trigger action to either commence remarketing or retargeting when a particular action is taken.
Retargeting has the benefit of being able to go direct to the prospect via their email and comes at little or no cost. Whereas remarketing is less direct and potentially less effective as it is reliant on platforms such as Facebook or Google, where they control the algorithms; not to mention their ads cost money.
Both Remarketing and Retargeting are important strategies in trying to generate the most sales from website opportunities. They do not have to be mutually exclusive. If you have their email, you may still wish to cover your bases by using both emails and ads.
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