You may wonder what’s the better strategy – remarketing vs retargeting? Fortunately, you can use both to foster growth in your marketing plan.
Customers who buy on the web can be a fickle bunch. Statistics find that most web visitors don’t buy during a first visit. In fact, only a mere 2% of first-time visitors convert. However, using retargeting and remarketing strategies as part of your content marketing solutions can help drive higher sales. Let’s take a look at remarketing vs retargeting to compare the two.
What is remarketing?
Remarketing involves contacting current or past customers and re-engaging them based on previous interactions or purchases. This is usually done via email. Through remarketing, you’re strengthening your relationship with consumers who either have purchased from you or have at least come close. Ways to capitalize on a remarketing strategy include:
- Sending customers sales announcements or coupons.
- Introducing new products that would be appealing.
- Promoting products or services that are relative to previous buys.
- Sending reminders to customers who added a product or service to their cart.
The goal of remarketing is to re-engage consumers who have already expressed an interest in your brand. Think of it this way – it gives them a little nudge to encourage them to buy.
What is retargeting?
Retargeting works a little differently than remarketing. It’s a digital process that identifies consumers who have interacted with a company online, and then it targets them with ads. For instance, if a consumer visits your website or social media page, you can utilize tracking pixels so they see your company’s ads. In turn, the ads will hopefully lure them back to your website. Here’s how it works:
- A brand adds a pixel to its website.
- The pixel captures data about web visitors and tracks their activities.
- Data is utilized to create groups of audiences.
- Ads and/or coupons are displayed to audience groups through Google or social media (e.g., Facebook).
While customers might not buy during their first visit, retargeting drives higher visibility and brand recognition. Using this technique, you’re likely to see more conversions from repeat visitors. In fact, consumers are up to 70% more likely to convert if they click on a retargeting campaign ad versus those who don’t click on it.
Remarketing vs retargeting: How to choose
The good news is that you don’t have to choose. You can effectively integrate both remarketing and retargeting into your overall marketing strategy. Both have re-engagement goals, but the fundamental difference is how you drive each audience back to your website.
Looking for an effective way to boost conversions while keeping content marketing costs within budget? At Tempesta, we are a full content marketing service, and our group of experts can help you boost your visibility with quality content at scale. To learn more about how we can help you increase your ROI and reach more leads, contact Tempesta Media today.
