What does the term 'retargeting' aim to achieve in digital marketing?

The concept of retargeting in digital marketing primarily aims to increase customer engagement by providing repeated exposure to advertisements for products or services that potential customers have previously interacted with. When a user visits a website and shows interest in specific products but does not complete a purchase, retargeting enables marketers to display targeted ads for those products across various platforms. This repeated exposure serves to remind users of their previous interest and encourages them to return and complete their purchase, ultimately driving higher engagement and conversion rates.

The effectiveness of retargeting lies in its ability to appeal to users who are already familiar with the brand or product, thereby creating a sense of familiarity and prompting actions that might lead to a sale. This strategic approach contrasts with methods aimed at reaching new customers or limiting advertisements to certain demographics, which do not focus on re-engagement with those who have already shown interest.