As you are no doubt aware, any form of online marketing is aimed at gaining more customers and increasing the rate of actual sales. A website might be awesome and eye-catchingly brilliant, but if its conversion-to-sales rate is low, it might just be missing the mark somewhere along the line.
If this happens, it can be a sign that your marketing efforts need some honing and refining. This is where retargeting comes in.
What is retargeting and why does it matter?
Retargeting is a form of marketing to audiences based on their previous behaviour. It matters because it provides a way to better target people who are more likely to actually be interested in a product and to make a purchase.
In a sense it can really only be called ‘retargeting’ if the person targeted has bought from the company before. However, the term also relates to targeting people based on past search behaviours and habits, whether they purchased or not.
When you think about it, prior to the internet, companies may have sent you mail marketing material they …