Retargeting is a powerful Digital Marketing technique that can improve brand recognition, recall and revenue.
How does it work? A small bit of code refereed to as a "pixel" or "smart pixel", is placed on your site. The code is invisible and will not affect site performance or user experience; it will simply drop an anonymous browser cookie when a visitor comes to your site. Later when these visitor are visiting other web sites the media networks you are subscribed to, will know to serve advertisements. This will allow ads to be served to people you know have previously visited and shown an interest in your sites services and products. That is why it is seen as as a higher return on investment solution from other digital channels.
When Does it work? Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy.
Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.
There are several forms of Retrargeting with the most common being Site Based reatargeting other forms include Search Retargeting Email Retargeting and CRM Retargeting.