What Is Remarketing? Remarketing In A Nutshell

Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Understanding remarketing

Remarketing is based on the simple premise that it is more effective to advertise to consumers who already know a brand as there is more chance they will purchase something. Given 96% of consumers leave a website without making a purchase, it is crucial businesses continually re-engage with visitors and keep their brands top of mind.

The process of remarketing can be illustrated in three steps:

  1. First, a user visits a brand’s website or consumes its content.
  2. The user is then tagged with a cookie and added to a list.
  3. Lastly, the business serves targeted ads to those users based on their previous actions.

Note that users will be able to see remarketing ads while they are browsing the web, reading from their favorite news app, or consuming video content on YouTube. That is, the user does not need to revisit the site where they were first tagged to see the ads.

Different types of remarketing

There are various types of remarketing according to how users are added to the list. These include:


The most common form where display ads are shown to website visitors on other websites and apps. Google’s Display Network reaches 90% of internet browsers across multiple platforms.

Mobile apps

Where ads are shown exclusively in mobile apps and websites.

Search engines

These ads are shown in search engines to users who have already visited a brand’s website. This allows the business to serve ads to consumers who are interested in a product or service and are still looking for information.


This form of remarketing is similar to the standard version. However, the ads are more personalized according to the products and services viewed.

Remarketing examples

The specifics of each remarketing campaign will differ from customer to customer. With that in mind, here is a general look at some real-world examples:


Once a user has searched its store for shoes, Nike displays remarketing ads on other sites where the user can scroll through a list of “personalised” sneakers. To finish, the company includes a call to action to encourage shoppers to purchase on its website.


The accommodation provider is also known for displaying remarketing ads in a user’s Facebook news feed. These ads feature a photo of the accommodation listing with a prominent “Book Now” call to action button.


The music streaming platform uses traditional display marketing to target users as they surf the web. Some ads incorporate a promotion where the user can receive three months of Spotify Premium for free. The promotion targets existing Spotify listeners who may be hesitant to upgrade their subscriptions.

Key takeaways:

  • Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. 
  • Remarketing campaigns can take a few different forms according to how users are added to a promotional list. Standard remarketing is the form used by the Google Display Network, but there are also dynamic, search engine, and mobile app forms.
  • Remarketing by definition is a personalized experience for each user. Nevertheless, some general examples of the strategy in action include those from Spotify, Airbnb, and Nike.

Connected Marketing Concepts

Email Marketing

Email marketing leverages a set of tactics to build a stronger brand, drive traffic to your products, and build a solid funnel for converting leads into loyal customers. While email marketing isn’t new, it’s still one of the most effective marketing strategies to build a valuable business.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Influencer Marketing

Influencer marketing involves the marketing of products or services that leverages the popularity, expertise, or reputation of an individual. Influencer marketing is often associated with those who have large social media followings, but popularity should not be confused with influence. Influence has the power to change consumer perceptions or get their audience to do something different.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

E-commerce Marketing

E-commerce marketing is part of the digital marketing landscape, and beyond, where e-commerce businesses can enhance their sales, distribution, and branding through targeted campaigns toward their desired audience, convert it into loyal customers which can potentially refer the brand to others. Usually, e-commerce businesses can kick off their digital marketing strategy by mastering a single channel then expand for a more integrated digital marketing strategy.

Buzz Marketing

Buzz marketing leverages the power of word-of-mouth advertising to create products or services with enough novelty that they go viral. In many cases, buzz marketing leverages on versatile content that can easily scale and be readapted to various contexts and fear of missing out (FOMO) to amplify the effect of word-of-mouth campaigns.

Shotgun Marketing

Shotgun Marketing
Shotgun marketing is a form of above-the-line (ATL) marketing, where popular mediums such as TV and radio are used to market to a mass audience. This technique of marketing targets as many consumers as possible. Also known as mass marketing, the technique attracts a large number of leads that, on average, might be of lower quality in nature.

Multichannel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Partnership Marketing

With partnership marketing, two or more companies team up to create marketing campaigns that help them grow organically with a mutual agreement, thus making it possible to reach shared business goals. Partnership marketing leverages time and resources of partners that help them expand their market.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

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