Retargeting and remarketing: beyond technology to develop authentic connections

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Retargeting and remarketing, often seen as technicalities in the field of online advertising, go beyond the simple technological aspect. Regardless of the perspective from which they are understood, they are fundamental concepts that concern human interaction and consumer psychology.



Retargeting and remarketing are two related concepts in the field of digital marketing, but they refer to different strategies.

Retargeting is a strategy that aims to reach people who have already interacted with the website, viewed certain products or performed specific actions. It works by tracking user behavior on the website and then showing targeted ads to these users on other websites or advertising platforms.

Remarketing is a strategy that focuses on reaching people who have already shown interest in certain products or services, but who may not have completed a desired action, such as a purchase. Typically, this strategy is used to send personalized messages to potential customers to encourage them to complete the process.

For example, if a user has added a product to their cart, but hasn’t made a purchase, you can use the remarketing strategy to send them an email or intercept them with an ad prompting them to complete the process or offer a promotion to encourage purchase.

Retargeting and remarketing, however, often considered only as technical issues in online advertising, transcend the mere technological aspect. Regardless of the perspective adopted, they represent essential concepts that concern human interaction and consumer psychology. When we visit a website or interact with a product, we develop some sort of connection with it. However, we are often distracted, busy, or uncertain when we go through these experiences. That’s why retargeting and remarketing come into play.

In addition to representing an effective strategy, remarketing and retargeting have enormous value in creating an authentic connection with the brand. It’s not just about reaching interested users, but about building a lasting relationship with them. When a person sees targeted ads that reflect their preferences and behaviors, an emotional bond with the brand can be triggered: this can turn into deeper trust and loyalty towards the company.

Users will feel understood, valued, and more likely to continue engaging with the brand and, ideally, make repeat purchases. Furthermore, remarketing and retargeting allow the brand to maintain a constant presence in users’ lives, maintaining an open and continuous dialogue. This can help strengthen your brand image, raise awareness, and ensure it’s remembered the moment users are ready to make a purchase or take a desired action.

The key to success lies in creating remarketing content that is highly effective. When we talk about effective content for remarketing, we are referring to persuasive and engaging messages that resonate with the target audience: these contents must reflect the preferences, behaviors and needs of users, creating an emotional bond with the brand. The goal is to make people feel understood, appreciated and offer them added value.

However, it is crucial to understand that the content used in these strategies must be truthful, authentic and preferably creative, otherwise you risk having the opposite effect. These contents must reflect the reality of the brand and its products or services. Promising something that cannot be kept or presenting misleading information can damage user trust and negatively affect brand perception, thus generating a totally opposite effect to the desired one.

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11 July 2023 Giovanni Golfetto

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TAG: digital marketing