When the accepted conversion rate (sales) is only 2%, remarketing is an important tactic for any marketer. Technically remarketing differs from retargeting. The former is often email campaigns that follow a customer through his/her journey. Retargeting is targeting someone who has previously interacted with the brand without really focusing on the stages within the journey.
Facebook offers various options to create custom audiences using Facebook pixel. Below are few effective remarketing audience groups:
Google allows remarketing through AdWords and Analytics. But Analytics has an edge because one can create audience based all the data around a user and not just ‘visits’. Here too there are different audience sets that can be created like:
Apart from the above, one can ‘layer’ the audience like ‘repeat purchasers’ of a ‘certain product’
LinkedIn has ‘matched audience’ that can be created using LinkedIn Insight Tag. There are 3 types of audience sets one can create:
There are concerns surrounding remarketing/retargeting with consumers being wary of privacy and security. GDPR is a step towards consumers being given rights to protect their data. Businesses need to develop tactics to work along with these restrictions.