Related terms

• Buyer persona
• Outbound marketing
• Marketing plan

WHAT IS ACRELIA NEWS?

Email marketing platform with everything you need to design, send campaigns, and perform upmost efficient tracking

Remarketing

A marketing tactic that leverages user behaviour to communicate with them. The difference from retargeting is that personalized email campaigns are used, for example, to remind the user that they have products in their cart, rather than showing them ads of the pages they have visited.

When is remarketing used?

Most sales processes are neither quick nor direct, but technology can be used to expedite them. Ideally, every user who visits the website would become a new customer, but in reality, they often come back several times before making a decision, if they do at all. Remarketing offers the opportunity to re-engage them with messages of interest to help them complete the process.

The main benefit and reason for using it is to increase conversion rates and, with that, return on investment. It is a cost-effective tactic that also impacts the brand's image by enhancing its recognition in both the short and medium term.

How does remarketing work?

Remarketing works hand in hand with inbound marketing as it is also related to the sales funnel and segments email campaigns based on the user's stage in the process. For example, if a person repeatedly visits a specific product page, they may be considering a purchase, and a message can be sent to encourage them to make the purchase, perhaps including a comparison with other products in a different range.

The process is based on both cookies or similar identification as a means of storing browsing information and tags installed on the website, for example, to estimate potential spending if a purchase is made. This data can be used to create remarketing lists and campaigns.

Examples to differentiate remarketing and retargeting

When a user visits an online store and browses, they can trigger both remarketing and retargeting campaigns. For example:

• Remarketing: If a user adds a product to the cart but doesn't complete the purchase, they may receive a message encouraging them to complete the purchase, possibly with a discount or user reviews.
• Retargeting: If the user later visits Facebook, Instagram, or an online portal, they may encounter ads related to the products they have viewed. In this case, paid advertising channels are used, not a company's own platform.

Both tactics are complementary, and often their names are considered synonymous, although they have subtle differences.