Remarketing is a strategy used in digital marketing that aims to captivate or follow users who previously interacted with the brand . The consumer is shown a product or service that he was willing to buy, but did not finalize the purchase at the last moment, or he is only shown the product or service on which he sought information. The purpose of it is to tell the interested user: hello, we are here!, to encourage the purchase, achieve greater interest and achieve the final conversion. When the user does not complete a purchase or a contact action and leaves the web page or the social network, remarketing begins to take this data to show it on other pages or channels as advertisements.
In this way, the click-through rate is increased and the user who did not carry out the action is captivated. In social networks, remarketing works like this. There the companies executive email list contract advertisements and they are shown to the target public. The target audience of the ad is the key. In this database are the customers or users who have previously shown interest in the brand's products. And so they begin to do remarketing. The success of a campaign does not only lie in marketing actions. The correct segmentation of the audience is the key to increase the users who go to a web page, landing page or social network. You have to segment very well and know what our potential client is like and how he acts. This way we can create actions that are perfectly adapted to the target and get the return on investment.
The incentives offered to each type of user also depend on this. Each of the audiences must have personalized ads in a specific way, with the objective of driving users down through the investment funnel, which will improve the results of the campaign. The mix between proper targeting and personalized ads are the ideal ingredients for remarketing success. The importance of remarketing lies in the fact that it gives companies the possibility to captivate users again and follow them, to seduce them and achieve conversions, since the objective is to generate sales, promote the brand, increase the number of registrations, etc.