What is retargeting?

Learn what retargeting is, how it works, and the pros and cons of this online marketing strategy for businesses.

What is retargeting?

Retargeting, also known as remarketing, is an online marketing strategy that allows companies to target customers who have already visited their website. In the process, these users are approached again with personalized advertising based on their previous interactions and behavior on the website. The aim of this method is to win back prospects who have not yet made a purchase and encourage them to perform a conversion, i.e. a desired action.

How retargeting works

In order to carry out retargeting successfully, companies set cookies, small text files, on the user's computer. Cookies make it possible to analyze and store the user's behavior. As soon as the user leaves the website and visits other pages on the Internet, this information is passed on to the retargeting provider with the help of the cookie. Subsequently, targeted and personalized advertisements are displayed on the visited websites, based on the user's previous behavior.

Advantages of retargeting

  • Better conversion rates: Targeting users who have already shown interest in a product or service increases the chances of a successful conversion.
  • Increased visibility and branding: Regular advertising tailored to the user creates a strong presence on the Internet and thus promotes brand awareness.
  • Efficient budget management: Companies can target their marketing spend as they only target users who have a heightened interest in their offering.
  • Targeted segmentation: The ability to target users based on their behavior and interests allows for greater relevance of advertising messages, increasing the effectiveness of the campaign.

Disadvantages of retargeting

  • Privacy concerns: Some users feel that the use of cookies to analyze and store their user behavior is an invasion of their privacy.
  • Excessive advertising: Too frequent or intrusive retargeting can cause users to turn away from the brand.
  • Blocking cookies: If users select their browser settings so that no cookies are stored, retargeting ads can no longer be delivered in a personalized manner.

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