Retargeting and remarketing are two marketing techniques commonly used by most companies. Although these terms are often used to refer to the same concepts, there are essential differences between the two methods.
👉🏼 This article aims to clarify these notions to help you better choose between these data activation use cases according to your marketing objectives.
The main differences between retargeting and remarketing
Retargeting and remarketing are two techniques used to convert potential buyers into new customers. However, retargeting focuses on people (leads and existing customers) who have shown a specific interest in your brand at a given moment, while remarketing focuses on existing customers based on their level of engagement.
The main objective of both techniques remains to increase the company's overall revenue.
A definition of retargeting
Retargeting is focused on targeting individuals who have already shown interest in your brand but have not yet made a purchase. It addresses those who have visited your website, added items to their cart without completing the purchase, or interacted with your content without final engagement.
In short, retargeting aims to remind these users of their initial attraction to your offers, mainly through online advertisements (social media campaigns, display ads, etc.).
This approach seeks to turn prospects into buyers, encouraging them to revisit your site to finalize their purchase.
A definition of remarketing
Conversely, remarketing focuses on rekindling the interest of existing customers, especially those who have reduced their interaction or become inactive. Using direct channels such as emails, push notifications, or newsletters, this method re-engages these customers to motivate them to make new purchases or increase their level of interaction with the brand.
The ultimate goal of remarketing is to increase the customer lifetime value (CLV/LTV) by strengthening relationships with those already within the customer base.
Note that if a prospect has given you their email address, you can still try to include them in remarketing campaigns. However, you must ensure a different message between your existing customers and your qualified leads.
How to implement retargeting or remarketing campaigns?
In today’s digital environment, deploying retargeting and remarketing strategies requires methodical execution to ensure their success. The key to successful digital marketing campaigns lies in the ability to use your customer data. If your data is not usable, you will necessarily have gaps in your strategies.
Let's explore step by step how to navigate these essential tactics:
Step 1: Data Collection - Before thinking about using your data, you first need to collect it. This step involves gathering valuable data on user interactions with your site and offers. This collection can range from page visits and product selections to purchases and engagements with your marketing content. We recommend collecting all the data that could be useful one day in your marketing campaigns.
Step 2: Data Centralization - To drive your strategies precisely, this information must be centralized in a single source of truth, often embodied by a marketing data warehouse or a Customer Data Platform (CDP). The current trend is to turn towards Composable CDP solutions based on data warehouses.
Step 3: Data Activation - Once the data is centralized, it should be made usable in marketing tools (CRM, marketing automation, advertising platforms, etc.). Here again, CDP solutions can be used to automate data flows.
Step 4: Using Data for Marketing Strategies - Using this data is necessary to set up retargeting campaigns on social networks, using transferred contact lists. For remarketing, this includes using personalized emails, newsletters, and other forms of direct communication to revive interest in your existing clientele.
đź’ˇ By mastering these steps, you ensure that your retargeting and remarketing initiatives are not only relevant but also highly effective, providing you with a better opportunity for conversion and lasting engagement with your customers.
Concrete use cases of retargeting
Retargeting after visiting a website
One of the most significant uses of retargeting is the ability to recapture prospects who have visited your website without converting. This is particularly important for individuals who have added items to their cart without completing the purchase.
Retargeting then comes into play, targeting these users with specific ads that remind them of the forgotten items, encouraging them to return to the site to complete their order.
Dynamic advertising based on browsing history
Another relevant retargeting strategy is the use of dynamic ads. This method aims to present ultra-personalized ads to users, aligned with the products they have already viewed on your site. Thus, if a user has explored a particular product page, they will see ads for that same product while browsing other websites.
Different retargeting tactics can be deployed through various tools on advertising platforms, including Pixels, custom audiences, or Conversion APIs.
Most valuable conversions are at the bottom of the funnel
By leveraging these technologies, it is possible to design retargeting campaigns that are both precise and personalized, resulting in a marked improvement in conversion rates and return on investment (ROI).
Concrete use cases of remarketing
Remarketing plays a key role in re-engaging customers and increasing their value throughout their journey with your brand.
Upsell campaigns
A classic use case for remarketing is upsell campaigns, where customers are encouraged to opt for higher-value offers. This strategy increases the average transaction value by offering complementary products/services or more advanced versions. You can, for example, offer a free trial of your Premium offer for 7 days, so the customer can compare the two offers for themselves. If they see value, it's highly likely they'll keep this premium version after the trial period!
Cross selling vs. up selling
Loyalty campaigns
Aiming to strengthen the relationship with your current customers, loyalty campaigns seek to create lasting engagement with your brand. They can be expressed through special promotions, discounts, loyalty points, or exclusive benefits for regular customers. The ultimate goal is to amplify the customer's lifetime value and promote repeat purchases.
Reactivation campaigns
Targeting inactive customers, reactivation campaigns or "win-back campaigns," are another key use case. Through personalized emails, push notifications, or SMS messages, these campaigns aim to remind customers of the attractiveness of your offer. Special offers, promotions, or reminders of past purchases are among the techniques used to encourage them to reconnect with purchase actions.
In the end, these remarketing methods are indispensable for maintaining a lasting relationship with your customers, boosting sales, and increasing customer loyalty - essential pillars for the long-term success of your business.
Conclusion
In today's competitive environment, retargeting and remarketing strategies are essential for increasing conversions and strengthening relationships with your customers. Retargeting focuses on prospects who have expressed interest but have not completed a purchase, while remarketing targets current customers to encourage loyalty and repeat purchases.
To execute these strategies effectively, collecting and centralizing customer data is essential, as is activating it through specific tools.
DinMo positions itself as an essential Customer Data Platform (CDP), greatly simplifying the implementation of such strategies. With DinMo, it is possible to segment customers, form precise audiences, and easily integrate them with a variety of marketing tools, all without technical skills required!
If you want to know more about our offers and product, please don't hesitate to contact us.
