Remarketing/Retargeting is a digital marketing strategy used by businesses to re-engage with users who have previously interacted with their website, app, or other online content. The primary goal of remarketing is to bring back potential customers who may have shown interest but didn't convert (e.g., make a purchase, sign up, etc.) during their initial visit.

Here's how remarketing works:

  1. Visitor Tracking: When a user visits a website, a small piece of code (often called a "pixel") is placed on their browser. This code enables the website to track the user's actions and behavior on the site.
  2. User Segmentation: Based on the tracked data, businesses can segment their audience into different groups. For example, they might create segments for users who added items to their shopping carts but didn't complete the purchase, or users who visited specific product pages.
  3. Ad Display: Once these segments are created, businesses can create targeted ads that cater to the interests of each group. These ads can be displayed across various platforms, such as social media, websites, and apps.
  4. Ad Personalization: Remarketing ads are often personalized to remind users about products or services they previously viewed. This personalization helps to encourage them to return and complete their intended action.
  5. Engagement: Users who see these targeted ads are more likely to recognize the brand and return to the website. The familiarity and relevance of the ads can increase the likelihood of conversion.
  6. Conversion Optimization: Remarketing can improve conversion rates because it targets users who have already expressed some level of interest. They are further along the customer journey and may just need an extra nudge to make a purchase or take the desired action.

Remarketing can be implemented through various platforms, including Google Ads, Facebook Ads, and other online advertising networks. It's important for businesses to strike a balance between showing ads frequently enough to remind users but not so frequently that it becomes annoying.

However, it's also important to respect user privacy and provide options for opting out of remarketing if users do not wish to see these targeted ads. Many platforms and advertising networks have guidelines and regulations in place to ensure that user data is handled responsibly and ethically.