What does "retargeting" mean in digital marketing?

Retargeting in digital marketing refers specifically to an advertising strategy aimed at engaging users who have previously interacted with a brand's website or app but did not complete a desired action, such as making a purchase. This technique utilizes cookies to track these visitors, allowing advertisers to display tailored ads to them as they browse other websites or platforms. The goal of retargeting is to remind and encourage these past visitors to return to the site, thereby increasing the likelihood of conversion.

This option encapsulates the essence of retargeting, highlighting its focus on re-engaging audiences who are already familiar with the brand, rather than attracting entirely new users. By leveraging past engagement data, brands can more effectively deliver relevant advertisements that resonate with the interests and behaviors of previous visitors, thereby enhancing the overall effectiveness of their marketing campaigns.