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      Remarketing & Retargeting – Do you know the difference?

      Published Date



      2 Min Read

      What are the percentages that the person visiting your web page will turn into a customer? The probability that this will happen is very low. Getting traffic sounds to be great for any business but there is no surety that the traffic number will transfer into sales.  Presenting your business or products in front of the customers so that they chose your goods or services in place of your competitors is a must.

      Attracting new customers through your marketing campaign always sounds great but some marketers or business professionals do prefer to target those who have visited your site previously or in some way had gone through a past interaction with you. A number of marketing strategies are available in the market that targets the customers who already exist in your buying cycle. These customers can be those who once happen to visit your business site, clicked on your PPC ad, viewed your ad somewhere or had put information about him on your site.

      Remarketing and Retargeting are the strategies used to target those customers who are more likely to do business with you than that of a new visitor.  Some marketing experts do consider it to be a perfect strategy to increase the rate of business for their site.  Generally, it has been seen that peoples think that remarketing and retargeting are the same thing with naming differences; do you also believe so? Though both serve the same goal with differences in strategies and reaches.   So, getting a little deeper into the topic;

      What is Remarketing?

      Do you have a shopping account on Amazon or Flipkart? There are many chances that you have one. Whenever your shopping cart gets empty and you probably don’t get the chance to visit these sites (that can also be looking at your pocket), you get messages from these sites stating ‘off only for you’ or sometimes ‘your latest viewed’. Now, this marketing tactic is known as remarketing which are mainly email campaigns done to engage customers again in their inbox. It is often noted that this type of marketing campaign manages to get the targeted customers to the boxes. Generally, it has been noted that potential customers often fall into the campaign as in some previous time they might have shown interest in the product or services. The campaigns are designed in such way that they manage to get the attention of the valued customers.   According to the study, it can be said that email remarketing can be grouped into three categories;

      1. VIP treatment:

      In this category, the customers are treated as VIPs in the emails and are promised to give extra discounts on the products. Nearly 51% of the customers like this outreach and fall end up buying goods.

      2. Sale:

      In this category, the product which the customers have already liked or viewed is given on sale. According to the report, 58% falls in the group and appreciate theses type of emails.

      3. Empty Cart:

      Nearly 41% of the customers fall into this category and like to shop when they get such an empty cart emails.

      Thus remarketing focuses much on email campaigning and is supposed to increase the conversion rate by attracting already existing customers.

      What is Retargeting?

      Retargeting, on the other hand, had multiple approaches but the most common one is the placement of online ads or by displaying of ads. Through these marketing techniques, those visitors are been targeted who once happen to have an interaction with your site in a specific manner.

      When a visitor enters your site and does something according to your will (that can be clicking on the product too), a cookie gets set in their browser. These cookies help in giving information about the customer once they have left your site. Later, this information is used up to target the customer. Google Display Network, a third party, makes it possible to place your ads on other sites where your targeted customers are expected to visit more often.

      Based on targeting, retargeting is categorized in two different categories – on-site and off-site. Getting into a little deeper:


      In sometime or the other the customer who have visited your site but unfortunately have not turned into valuable customer. On-site retargeting targets all those customers and makes all the efforts to turn them into valuable customers.


      On account of similarity to your existing customers, new customers are been targeted to add them up to the existing customer list. This is mainly done by targeting the individuals who have a similar search like that of your existing customer.


      Though both retargeting and remarketing both focus on increasing the conversion rate, the main difference lies in the strategy. Remarketing focuses on targeting customers through email campaigns whereas retargeting focuses on campaigning through paid ads. Based on the customer you are targeting, can choose your campaign.

      I hope through this discussion you are now pretty clear about the difference between remarketing and retargeting.

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