What are the advantages of this strategy, really?

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Planning and executing the most appropriate Digital Marketing strategies for the characteristics of the business is a constant challenge. To do so, it is necessary to know the applications of each one and the best practices, as in the case of retargeting and remarketing advertising .

Both remarketing and retargeting can bring many benefits to your business, from advertising database customer engagement and higher conversion rates to better brand awareness online.

However, these strategies are constantly confused, which means that marketing professionals do not take advantage of the full potential of results that both solutions offer.

With this in mind, in this content, we will detail what differentiates them and also give valuable advice on how to develop these strategies for the success of your business's Digital Marketing actions. Stay with us and enjoy the read!

Remarketing: What is it?

Best practices for using the strategy
Now, what is retargeting?
These are the benefits of using this solution
Ways to use retargeting advertising in your online presence
How to combine remarketing and retargeting strategies?
Remarketing: What is it?
First, let's understand what remarketing is. Despite the similarity between the strategies, it relates to the practices that are developed to re-engage people interested in the brand, using email marketing .

This means that they are already leads or even clients, and that this audience already has a clearer interest in the products or services that the brand has to offer.

For example, imagine a customer who enters an e-commerce website and browses through the pages. He adds items to the cart, but abandons the purchase before completing it; he later receives an email inviting him to complete the order. This is a traditional example of remarketing.

Remarketing is therefore about using email to engage and attract potential customers – a key difference from retargeting.

What are the advantages of this strategy, really?
Next, we are going to highlight the advantages of using remarketing in your business. Let's continue!

Commitment to the customer
The relationship between brands and customers should not be unilateral, so it is essential to seek channels of interaction for a customer loyalty strategy to be viable.

Remarketing works as a channel that enables customer engagement and increases retention possibilities since, in addition to impacting the consumer again, it also keeps them active.

Engaging customers through email marketing keeps them coming back to your site, which increases browsing time and, in many cases, increases sales.

Brand perception
When a consumer buys from a company, even if their experience is positive, building a relationship will depend on the brand's effort to maintain active contact.

If you never interact with the company again, the tendency is to start the purchasing process from scratch next time.

On the other hand, if the organization keeps the relationship active through email, the user is more likely to approach it when interested in a product, since they have a better impression of the brand.

Conversion
A remarketing strategy can highlight an abandoned cart or even invite the consumer to discover a new product line, among other actions.

In all of them, this solution enables the user to return to the site and have a new purchase opportunity, increasing the site's conversion rate.

Best practices for using the strategy
As with any Digital Marketing strategy, there are some remarketing applications that provide a more satisfactory return to brands.

Below we highlight the solution’s best practices that will help enrich your online performance.

Abandonment of the car
As in the example given above, using remarketing to suggest shopping cart redemption is one of the most common (but also effective) uses of the strategy.

A large number of consumers abandon their shopping carts. It has happened to all of us at some point, right? Therefore, remarketing is a necessary strategy, given the great potential to reverse this scenario.

Promotions to attract customers
The promotions that the site offers are good opportunities to re-engage customers, making that somewhat “lost” consumer interact again.

Therefore, when planning a sale on the site, do not miss the opportunity to attract old customers, in addition to efforts to attract new customers.

Close relationship with clients
Email is an excellent opportunity to maintain a close and active relationship with customers. This type of technique is used in different ways in ecommerce , including:

use of email to inform about promotions;
offer discounts for future purchases;
report abandoned cart and
provide discounts in exchange for referrals from new consumers.
Relationship building can therefore be based on different actions, including offering materials from the company's Content Marketing strategy if the goal is to nurture the lead towards a new purchase.


Now, what is retargeting?
Now that you know what remarketing is, you might be wondering: What about retargeting?

This concept consists of showing targeted ads to users who have already interacted with the brand, either on the website or on other channels, such as search tools, partner sites and social networks .

Imagine again a visitor who accesses your e-commerce site. When he or she does this, the website (which must be correctly configured for this strategy) installs a cookie in the browser and, with this, the brand is able to collect the user's browsing data.

If you access a product page but do not complete the purchase, retargeting allows you to find it later by activating the cookie.

Tools like Google Ads and Facebook Ads know which ad to show based on previously demonstrated behavior. The strategy allows for highly targeted ads, which increases their effectiveness.

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An important issue that causes confusion between the terms is that, in Google, the retargeting tool is called “remarketing”, increasing doubts in understanding the strategies, but they are different and serve different objectives.

These are the benefits of using this solution
Like remarketing, retargeting advertising also offers different advantages that make it one of the most recommended strategies for businesses in different segments. Among them, we can highlight the following.

Sales
By re-engaging with a user who has already shown prior interest in the brand or a specific product, the company has a real opportunity to increase sales.

However, to achieve this goal, a well-targeted strategy is essential, making an advertisement compatible with the previously demonstrated interest, in addition to directing the user to a relevant landing page .

Cost of purchase
When you know who entered your site and what this user saw, it is much easier to make a campaign more relevant. This knowledge used correctly reduces the Customer Acquisition Cost (CAC) .

Instead of developing a campaign based on a keyword or audience profile, retargeting segments ads based on purchasing behavior, increasing the efficiency of the strategy.

Brand
Branding , which is how users perceive the brand , is one of the relationship-building factors that benefits from a retargeting strategy.

The solution allows users to see that their brand has an active presence on the Internet, improving brand perception.

branding
Ways to use retargeting advertising in your online presence
The main use of retargeting is to impact users who abandoned their cart or who entered the site showing interest in a certain product or service, but did not continue with the purchase process.

In addition to this classic application of the strategy, it can be developed in different ways, depending on the brand's objective. Retargeting can be divided into two types:

On-site – works as a solution to re-engage users who have already accessed the site and shown interest in specific items, allowing for ad targeting;
off-site : used for customer prospecting, approaching users who interacted with the brand through other channels, such as social media.
Using these different aspects of the same strategy allows you to diversify your online presence, which helps to leave fewer gaps in brand performance.

How to combine remarketing and retargeting strategies?
Just as the use of on-site and off-site retargeting is recommended , the brand can also adopt this strategy in conjunction with remarketing. The combined action between the solutions has a positive impact on the consumer and makes the online presence more complete.

However, to unite remarketing and retargeting advertising, it is essential to develop the best practices of both tactics, avoiding an ostensible presence that becomes aggressive for the user. Check out the main factors to take into account below!

Planning
When combining strategies, it is necessary to verify whether the actions are complementary.

For example, sending multiple emails and being on every website and social media site the user accesses is excessive and can cause them to disavow your brand.

So, if the maximum number of times a user should be impacted by an ad is around 10, make sure your remarketing and retargeting advertising together don't exceed that number.

It also determines the duration of the campaign, seeking to make it more relevant to the consumer. Another good practice is to always measure the results, checking how the client responds to these actions and which ones are more successful.

Segmentation
Segmentation is what ensures that your strategy will be the right one. There is no point in directing your efforts towards an integrated remarketing and retargeting campaign and advertising products that are not of interest to the consumer.

The more targeted the campaign, the greater the chances that the customer will be satisfied with the action, which increases the brand's conversion and sales opportunities.