What are remarketing and retargeting in Digital Marketing?

In the marketing world, many technical terms and acronyms can be confusing and hard to understand. The most commonly confused terms are ‘remarketing’ and ‘retargeting ‘.

These terms are often used interchangeably, but there are some slight differences between the two that can affect your digital marketing strategy.

Let’s understand the difference between the two –

Imagine scrolling through the internet to find your favourite pair of sunglasses. You see an e-commerce site selling those sunglasses. You click on the item and add it to your cart, but suddenly, you get a call, forget about the sunglasses, and close the website tab.

You start seeing sunglass ads on your social media or email the following day. This is an example of retargeting.

On the other hand, you find the sunglasses still in your cart, and the website sends you text messages or emails to purchase the product. That is remarketing, a friendly reminder to buy the product. You may also get suggestions based on what you liked or purchased previously.

Remarketing means engaging customers already existing in the purchase funnel, while retargeting is engaging customers who have previously interacted with your brand but haven’t yet converted.

How it works?

The remarketing strategy uses cookies to reach the right audience. When a user visits your website but doesn’t make a purchase, a cookie is dropped onto their device. It allows your website to remember them.

Your ads start popping up as they continue surfing the web, gently nudging them to return.

Similar to remarketing, a user visits your site but leaves without converting.

Retargeting kicks in by displaying highly tailored ads on your site based on their behaviour.

These ads are strategically placed across various platforms, from social media to other websites they visit, increasing the chances of conversion.

However, the critical difference is the customer data. The retargeting strategy is based on the details of customers, such as email id, phone number, or past purchase data.

Benefits of both –

  • Generating qualified leads – Both strategies allow you to target highly qualified leads. They are the customers on the verge of making a purchase decision and require a slight push in doing so. These strategies help you increase your sales quickly. 

When you remarket or retarget, you already know what your customers like, and they are interested in your brand. This gives you an upper hand in reaching out to them and tailoring your messages to lure them towards the purchase.

  • Top-of-the-mind recall – Your customers may not purchase from you the first time they visit your website, but if you can bring them back, the chances of conversion are much higher. These strategies ensure that your brand stays on the radar of your potential customers.
  • Customized messages – You can tailor your messages and advertisements based on customer behaviour, preferences and previous purchases. This will help you connect with them every time they browse the web, making your marketing efforts more relevant and, consequently, more effective
  • Efficient use of marketing budget – Unlike traditional marketing, you can take a more focused approach when you remarket or retarget. You spend money on potential customers who are highly likely to purchase your product. This increases your conversion rate and lowers your marketing costs.
  • Using data to your advantage – By analysing the user behaviour and interaction with your ads, you gain valuable insights into what works best with your audience. You can use the same data to engage your audience with other products or the latest updates. This improves your chances of striking a chord in your customer’s minds whenever they search for the same or related product.

Thus, a successful digital marketing strategy will require a holistic approach. It requires you to understand the different strategies and how to use them to your advantage. MIT School of Distance Education (MITSDE) offers an online digital marketing course to help you become a holistic digital marketing manager. MITSDE imparts an AICTE-approved Post Graduate Certificate (PGCM) course in Digital Marketing for 12 months.

The online digital marketing course is one of the most demanded courses. The course provides you with a wide array of career opportunities, such as – 

  • Digital marketing executive
  • Digital marketing manager
  • Content writing executive
  • Content manager
  • SEO manager
  • Social Media manager
  • Digital marketing specialist
  • Acquisition manager

PG Certification in Digital Marketing (PGCM Digital Marketing) course covers –

  • Fundamentals of online marketing
  • Search Engine Optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Various Social media platforms & social media marketing (SMM)
  • Affiliate Marketing, Display ads, and Mobile Marketing
  • Product and Brand Management
  • Integrated Marketing Communication
  • Social Media Analytics & Future Trends

The course does not have any eligibility criteria or an entrance exam. Anyone possessing a graduate degree can pursue an online digital marketing course. MITSDE awards a digital marketing certificate upon course completion.

Hence, pursuing this top PGCM Digital Marketing course will empower you with industry-relevant knowledge and skills to stay ahead of the curve and advance your marketing game.