What is Remarketing?

Google defines the term “remarketing” as a clever method for connecting with those website visitors who have not inquired a particular product or purchased something.  Remarketing allows you to place targeted advertisements in front of those website visitors while they are browsing elsewhere on the internet.  The concept replies to mobile visitors using their tablets and/or smartphones to visit your website as well as those browsing on their PC’s or laptops.

There is also eCommerce remarketing, which is used in internet and e-mail marketing.  This oftentimes refers to automated e-mail systems, strategies, and techniques that marketers and online entrepreneurs use to follow up with the same type of website visitors as those above.  This is normally used whenever a visitor leaves your website after abandoning their shopping cart without removing the item(s).

What Remarketing does

Over the past 10 to 15 years, remarketing programs have been designed, developed, and implemented on a continual basis.  What’s interesting is how they have evolved into a number of different meanings based on how analysts, consultants, and vendors have adapted the definition of the term to fit their specific needs.  One school of thought contends that the term is synonymous the abandonment of online shopping carts while another school of thought uses remarketing interchangeably with retargeting.

The original definition of remarketing dates back to the 1990’s and basically reads as follows:

“The process of re-engaging a customer/website visitor based on their recent interaction with your brand, company, or products/services, oftentimes in automated fashion.”

The definition is quite simple and contains the elements of behavioral marketing, conversation marketing, direct marketing, and a small portion of experiential optimization.  The spirit of the concept is pretty basic as well in that, in its most basic state, it is all about listening to the needs of your website visitor traffic and reacting to how they are telling by virtue of their actions. In so many words, remarketing:

  • delivers messages to lost prospects and prior visitors once they leave your website
  • reassures the consumer that none of their personal information is being compromised or gathered
  • stays focused on a specific brand
  • works effectively with discounts, specials, and a number of other incentives

The bottom line is that marketing brings visitor traffic to your website whereas remarketing is used to bring that visitor back to your website in order to convert them into a paying client or customer.  This is commonly referred to as “conversion marketing” or “cart abandonment e-mail marketing.”