What is remarketing in digital marketing

Remarketing in digital marketing is a powerful strategy used to re-engage users who have previously interacted with a website or mobile app but did not make a purchase or complete a desired action. This technique allows marketers to strategically position targeted ads in front of these users as they browse the internet or use social media, aiming to bring them back to the original website or app to complete a purchase, sign up, or engage in some other valuable action.

Here’s how it works:

1. Pixel-Based Remarketing: This is the most common form. A piece of code (often referred to as a pixel) is placed on your website or app. This code tracks visitors by placing cookies on their devices. When these visitors leave your site and browse other websites, the cookie notifies retargeting platforms to serve specific ads based on the pages they visited on your site.
2. List-Based Remarketing: In this method, the company uses lists of contact information that it has collected. These lists are uploaded to a retargeting campaign on platforms like Facebook or Google. Ads are then displayed to that list of people specifically, allowing for highly personalized marketing efforts.

The effectiveness of remarketing lies in its ability to target users who are already familiar with your brand and have shown interest in your products or services, making them more likely to convert compared to first-time visitors. This strategy can significantly increase conversion rates and ROI for businesses by keeping their brand top-of-mind and enticing previous visitors back with tailored messaging and offers.