When comparing remarketing vs retargeting strategies, it’s essential to understand how each method uniquely re-engages audiences with distinct marketing approaches. While both aim to bring users back into the sales funnel, the nuances in their execution significantly impact outcomes.

From targeting techniques and primary objectives to the types of advertising channels and conversion goals, remarketing vs retargeting differ in ways that suit specific stages in a customer’s journey. Here, we’ll explore the five major differences that define each strategy and determine the best fit for various business goals.

1. Primary Purpose

The primary purpose of remarketing vs retargeting serves as the core distinction between these two strategies. While they both aim to re-engage audiences, the focus and end goals of each are quite different.

Remarketing is rooted in fostering loyalty, aiming to reconnect with individuals who have already shown commitment to a brand or product.

This tactic is commonly used to encourage repeat purchases, offer exclusive deals, or remind previous buyers about related products they may enjoy. Remarketing helps deepen relationships with past customers, nurturing a sense of familiarity and brand loyalty over time.

Retargeting, on the other hand, focuses more on re-attracting potential customers who have engaged with a brand but have not yet converted.

The goal here is to remind these users about the brand and guide them further down the sales funnel to complete a desired action, like making a purchase or signing up for a service.

Retargeting is particularly effective for increasing visibility, especially for those undecided users who may have shown interest but need an extra nudge to convert.

The unique primary purposes of remarketing vs retargeting make both tactics essential, depending on whether the objective is customer retention or acquisition.

• Remarketing vs Retargeting serves different purposes despite similar re-engagement goals.
• Remarketing nurtures existing customer relationships to build loyalty, while retargeting aims to re-attract site visitors who didn’t convert, often pushing them further down the sales funnel.

2. Audience Targeting

The way remarketing vs retargeting approaches audience targeting is another significant difference. Remarketing campaigns target those who already have an established relationship with a brand, such as previous buyers, email subscribers, or long-time followers.

These individuals are already familiar with the brand and its offerings, which allows marketers to create highly personalized messages that appeal to their known interests.

Remarketing campaigns often involve segmented audiences, allowing brands to tailor messaging to individuals based on past interactions, such as previous purchases, preferences, or browsing history.

Retargeting, however, employs a different targeting approach that primarily involves tracking users through cookies. This enables marketers to reach users who have visited the website, engaged with products, or browsed through content without taking any conversion actions.

The retargeting strategy is all about engaging users who are in the consideration stage but need an additional incentive to convert.

This form of audience targeting helps brands segment website visitors based on specific behaviors and re-engage them through ads tailored to their interests, keeping the brand top of mind.

• Remarketing strategies typically target people who have already interacted with your brand, such as existing customers or email subscribers.
• Retargeting, however, focuses on users who’ve visited your website but haven’t made a purchase, gathering their data through cookies to create custom audiences.

3. Advertising Medium

The types of advertising media utilized by remarketing vs retargeting also set them apart. Remarketing campaigns traditionally rely on email marketing to reach previous customers or subscribers.

Since the audience is already familiar with the brand, email serves as a personal and direct channel to reconnect, often with special offers or updates tailored to each person’s interests.

Additionally, remarketing can sometimes involve customer match features on certain ad networks, allowing brands to use email lists for targeted ad placements within specific platforms.

Retargeting, however, leverages a broader range of digital ad platforms to reach users across various online spaces. Display and social media ads are the main mediums used in retargeting, designed to appeal to potential customers on sites they frequently visit after leaving the brand’s website.

Through this approach, brands can effectively track and re-engage users with personalized messages while they browse other sites, creating a seamless reminder of the brand across digital touchpoints.

This difference in advertising mediums makes both strategies highly versatile in reaching distinct audience segments.

• Remarketing commonly utilizes email campaigns and, occasionally, customer match options within ad networks.
• Retargeting is conducted through display and social media ads, targeting users based on specific site behaviors or content interactions.

4. Time Frame and Frequency

The timeline and frequency at which remarketing vs retargeting campaigns run is another area where they differ.

Remarketing campaigns often take a longer-term approach, focusing on sustaining relationships with existing customers.

These campaigns may run over several months or even throughout the year, as they aim to consistently engage and retain customers with timely, relevant offers.

Since remarketing is usually directed at existing or past customers, the frequency of interactions is less intrusive, allowing brands to remind audiences without overwhelming them.

Retargeting campaigns, in contrast, tend to be short-term and are structured with greater immediacy to capture conversions. These campaigns operate within shorter time frames, frequently using frequency caps to limit how many times users see ads.

This is particularly important as retargeting’s aim is to attract undecided visitors back to the website shortly after their initial visit.

The quicker, more frequent touchpoints in retargeting aim to recapture attention while a potential buyer’s interest is still fresh, making time sensitivity a key component of these campaigns.

• Remarketing campaigns can be long-term and ongoing, focusing on maintaining customer relationships.
• Retargeting campaigns are typically short-term, employing frequency caps to avoid overwhelming users and to re-capture interest when it’s most relevant.

5. Conversion Goals

Another critical difference between remarketing vs retargeting lies in their conversion goals. Remarketing is generally geared toward encouraging repeat purchases, nurturing customer loyalty, and re-engaging existing customers.

For example, a brand may use remarketing to notify past buyers of a new product that complements a previous purchase.

Remarketing conversion goals focus on retaining customers and increasing lifetime value, often making offers based on customers’ previous interactions and purchase history.

On the other hand, retargeting places a higher priority on converting new customers by bringing them back to the website to complete their first purchase.

Retargeting campaigns focus on conversion-centric goals, such as getting website visitors to sign up for a newsletter, add items to their cart, or make a purchase they initially hesitated on.

By serving ads that highlight relevant products or features the user engaged with previously, retargeting’s conversion goals are to nudge the undecided visitor into making a definitive choice, converting them into a new customer.

• Remarketing is often geared toward building loyalty and encouraging repeat purchases from existing customers.
• Retargeting, in contrast, emphasizes bringing potential new customers back to complete their first purchase, turning interest into conversions.

Conclusion

The choice between remarketing and retargeting depends largely on your specific campaign goals and your audience. Remarketing is ideal if you want to build on existing customer relationships or drive loyalty, while retargeting excels in attracting previous visitors back to your site and encouraging them to take action. Together, both tactics can work synergistically to improve customer engagement, increase conversions, and maximize ROI.

By understanding the 5 big differences between remarketing vs retargeting, you can create targeted, effective campaigns that align with your goals. Whether it’s through emails to re-engage existing customers or retargeted ads to bring back potential buyers, these strategies allow you to re-engage your audience in meaningful ways, guiding them along the path to conversion.

FAQs

Can I use both remarketing and retargeting in one campaign?

Yes, combining both tactics can create a comprehensive approach, reaching both existing customers and new leads.

Is retargeting effective if my site traffic is low?

Retargeting generally relies on ample site traffic. If your traffic is low, the audience for retargeting will be limited.

How do remarketing and retargeting impact ad fatigue?

Retargeting typically includes frequency caps to reduce ad fatigue, while remarketing emails should be spaced out to avoid overwhelming customers.

Which is better for B2B marketing, remarketing or retargeting?

Both can be effective, but remarketing is generally preferred in B2B for nurturing leads, while retargeting helps re-engage decision-makers who visited but didn’t convert.

Are remarketing emails more effective than retargeting ads?

This depends on your audience and offer; emails can work well with warm leads, while retargeting ads are better for re-attracting undecided site visitors.

What’s the best way to set up a retargeting audience?

Use analytics tools to identify site visitors who didn’t convert, such as those who viewed product pages or spent time on your site.

How often should I update my remarketing and retargeting campaigns?

Regularly updating every 3-6 months is recommended to avoid fatigue and to stay aligned with your latest offers or audience insights.

Enhance your remarketing vs retargeting strategies with expert support from Show Me Digital Marketing. We offer customized solutions to help you optimize your campaigns, boost conversions, and maximize your ROI. Contact us today and discover how effective re-engagement strategies can elevate your brand’s digital performance!