Retargeting

retargeting refers to the digital marketing strategy of targeting individuals who have previously interacted with a brand or product but did not make a purchase or complete a desired action.

Example: A manufacturer of ergonomic office chairs, which primarily sells to other businesses, uses retargeting to reach decision-makers who visited its website but did not complete a purchase. After identifying these potential buyers, the manufacturer displays targeted ads for its chairs on the platforms these decision-makers use frequently, such as LinkedIn or industry-specific forums. This approach helps reignite interest and potentially drives them back to the manufacturer's website to complete a purchase.

• Retargeting enables companies to focus their advertising budget on individuals with a proven interest in their product, increasing the likelihood of conversion.
• It enhances brand visibility and recall amongst a specific, interested audience, keeping the product top-of-mind for when decision-makers are ready to purchase.
• Retargeting campaigns can be fine-tuned based on user behavior and interaction data, allowing for personalized advertising that addresses the specific needs or interests of potential clients.

Understanding retargeting helps businesses optimize their marketing efforts by strategically engaging with a targeted audience that is more likely to convert, thereby enhancing ROI on advertising spend and significantly impacting overall sales strategy.