By Zieliński Jerzy

Retargeting: a key element of a successful marketing strategy

In today’s competitive online marketing world, effectively reaching the right audience and converting interest into conversions are key challenges for any brand. In this context, retargeting has become an integral part of successful marketing strategies. It allows us to re-engage users who have already interacted with our brand or product and direct their attention toward performing the desired action. In this article, I take a closer look at retargeting, so you can learn why it’s a key component of a successful marketing strategy.

Retargeting – what is it?

It’s a marketing strategy to reach people who have previously interacted with our website, our products or services, but have not converted. It works by tracking users’ online behavior through cookies or other tracking technologies.

The main goal of retargeting is to reach these people anew by displaying personalized ads on other websites they visit at a later time. This makes it possible to stay in touch with users and remind them of our brand, products or offers, with the hope of successful conversion.

Retargeting is based on the premise that people who have had previous contact with our brand are more likely to convert than new users. Therefore, it makes sense to target our ads to those specific people who have shown interest in our products or services in the past.

There are several popular retargeting methods. One is website-based retargeting, where ads are displayed on other sites that users have previously visited. This allows us to reach these people on different platforms and remind them of our products or offers.

Another method is retargeting based on mailings, where people who have previously expressed interest in our products receive personalized emails. This form of retargeting allows you to stay in touch with your customers by providing them with information about new products, promotions or interesting content.

Retargeting can also be used on social media platforms such as Facebook and Instagram. By integrating user data, we can display ads based on previous interactions with our brand.

Retargeting vs. remarketing

Retargeting and
are two terms that are often used interchangeably, but there is little difference between them in the context of digital marketing.

Retargeting refers to the practice of displaying targeted ads to users who have previously interacted with your website, app or other digital assets. This involves using cookies or other tracking technologies to monitor user behavior and then display personalized ads to users based on their past actions. The goal of retargeting is to re-engage these users and get them to return to your site to perform a desired action, such as making a purchase or filling out a form.

On the other hand, remarketing is a broader term that encompasses a variety of marketing tactics designed to re-engage customers or potential customers. It goes beyond digital advertising to include email marketing, personalized offers, follow-up communications and more. Remarketing focuses on nurturing relationships with existing customers or re-engaging potential customers who have previously shown interest in your products or services.

Retargeting is a specific subset of remarketing that refers to displaying targeted ads to users based on their past interactions, while remarketing encompasses a broader range of strategies and tactics designed to re-engage customers or potential customers. Both retargeting and remarketing are effective techniques for increasing brand visibility, generating conversions and maintaining a connection with the target audience.

Benefits of retargeting

Here are some of the key benefits that can be achieved through retargeting:

Increase chances of conversion

Retargeting allows us to reach people who have already expressed interest in our brand or products. This allows us to target our ads to specific audiences that are more likely to convert. We reinforce our presence in the mind of potential customers and remind them of our offer.

Personalization and personalized messages

Retargeting enables the delivery of personalized ads that are tailored to users’ preferences and behaviors. This allows us to target relevant messages that are more attractive and effective. Personalizing messages increases the chances of user interest and engagement.

Building relationships and maintaining contact

Retargeting is a great tool to build a relationship with our target audience. We can continue to communicate with users who have previously interacted with our brand by providing them with information about new products, special offers or interesting content. This keeps us in touch with potential customers and builds their trust in our brand.

Advertising budget optimization

Retargeting allows us to target our ads to people who are more likely to convert. This allows us to optimize advertising spending and focus on the audience groups that generate the best results. We can track the effectiveness of campaigns and adjust our actions based on data analysis.

Increase brand awareness

Retargeting allows us to increase brand awareness by regularly displaying ads to users who have already interacted with our website. Even if they don’t convert immediately, our brand will be present in their mind, which may influence their decision in the future.


Retargeting is a powerful tool that enables brands to increase the effectiveness of their marketing efforts. By precisely reaching people who have shown previous interest in your brand, products or services, retargeting allows you to build customer relationships, increase brand awareness and generate higher conversion rates. Regardless of industry or company size, retargeting should be an integral part of an effective marketing strategy, enabling brands to reach the right people at the right time.

If you want to maximize the potential of your marketing campaign, it’s worth including retargeting in your toolkit and see the difference it can make in achieving your business goals. I help you achieve better results in marketing – spend less and get more. Feel free to contact me!

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