The Pros and Cons of Retargeting and Remarketing

November 16, 2017

Have you noticed that on some websites, if you add one item to your shopping cart but don’t complete the purchase, an email is sent to your account asking the reasons why you didn’t complete the check-out, reminding you to do so, or even with a discount on the basket? Have you noticed that sometimes you see a product on a website and that product follows you around on your social media feeds?

That’s Remarketing. This concept focuses on trying to recapture the consumers’ attention in order to lead them to a purchase.

Retargeting is one of the Remarketing techniques, focused on websites and digital advertising. When someone new visits your website a cookie is dropped (when programmed to do so) and when that person visits other websites you will be able to track them. With that piece of information, you are able to target ads, for example, to those who visit your website but didn’t conclude a purchase, with the goal of bringing that possible customer back. After all, only two percent of web traffic converts to a sale on a first-time visit according to Outbrain.

When done right Remarketing is an incredibly efficient part of your advertising strategy.


Nevertheless, do keep in mind that when done wrong, remarketing can be almost offending.


According to a survey from Inskinmedia 12% of the respondents approached an online advertiser directly to complain because they felt they were being too intrusive. Also, 53% of the inquiries find online ads “interesting and useful” initially, but become irritated if repeatedly exposed to the same ad.

Despite the existence of few cons that need to be taken into consideration in order not to damage your strategy, remarketing and retargeting can play an important role while trying to engage your customers with your product/service.

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