Retargeting - how does recurring advertising work?

Successfully selling products and services in an online shop is challenging regardless of their quality and price. The majority of potential customers do not decide to make a purchase just by looking at the offer. This reduces the conversion rate, i.e. the ratio of the number of visits to the website to the number of transactions. This can be increased through retargeting. What is retargeting and how can it be implemented?

Retargeting - what is it?

Retargeting is the return of a marketing message to an internet user. Such advertising campaigns take the form of banners displayed to internet users. They allow the online shop to remind people who have not yet decided on an item or who have abandoned the shopping basket about its product range.

Attention-getting boards are also an effective method of recommending further products to existing customers. Marketing in the form of retargeting allows you to offer them additional accessories to a previously placed order. Examples include a case for a phone purchased some time ago, a belt for trousers of their choice, windscreen cleaner as a good addition to other car care products, etc.

Retargeting and remarketing - the differences

To present the offer in the form of browser adverts, cookies are used that collect information about the web pages viewed. Another way to be reminded of an offer is through messages sent to virtual mailboxes. Such activities are often referred to as email retargeting, although it is in fact remarketing.

This type of promotion does not use scripts that track the user's browser, but the e-mail addresses provided during the ordering process. In other words, this type of campaign targets customers who have completed a visit to the e-shop with a transaction. Retargeting is thus a broader activity, as it also aims to convince those who have not purchased anything on a particular website.

How does retargeting work and what does it mean for e-commerce success?

The simplest way to advertise to internet users is through static retargeting. Campaigns of this type cover all audiences. For this reason, the message is very general, i.e. a reminder of the very existence of the brand and its products and services. This method of reaching customers is of average effectiveness and is therefore of limited use.

More effective than this is segmented retargeting, which is a form of behavioural advertising. It is based on targeting a specific audience. For example, people who have browsed tours can be presented with other trips to a particular country, in addition to those in a similar price range.

Is retargeting effective? What is the best way to reach customers?

Behavioural retargeting that takes into account consumer interests can be even more effective when considering the individual rather than the collective. Tailored to the individual, the message presents only specific products that may be of interest to him or her. This is dynamic retargeting (as well as remarketing) showing a precisely selected item from the offer, often with an additional service.

What could it be? A similar commodity or an accessory for it, together with the possibility of delivery in a manner previously chosen by the customer, e.g. to the popular Paczkomat® machines. For this reason, it is worth taking an interest in the InPost offer for companies. Thanks to it, entrepreneurs have the possibility to send orders to more than 20 thousand machines located all over Poland, paying an attractively priced subscription for 12 or 24 months.