What is Customer Retargeting?

Customer Retargeting is a growth marketing strategy that aims at winning back clients who've slipped through the cracks.

The concept of Customer Retargeting isn't entirely new. It rose out of the advancements in internet technology and digital marketing in the late 1990s and early 2000s. The basic idea is to follow up with clients who made a purchase but for some reason haven't made a second one yet.

Retargeting is an effective strategy especially for companies wanting to enhance customer retention. The logic behind this is simple. Customers who had a positive initial purchasing experience but didn't choose to return yet could be influenced by seeing similar products, to make a second purchase. It re-engages customers, reminding them of the value they found in the business and persuading them to come back.

Examples of Customer Retargeting

1. A clothing store could use Facebook ads to show a previous buyer similar outfits to the one they previously bought, enticing them to make another purchase.
2. An online bookstore could email previous customers showcasing books in the same genre as the ones they bought before.
3. A gaming website could advertise new levels or games related to the ones a user previously played.
4. A travel agency might send targeted messages to past clients featuring trips similar to the ones they went on previously.
5. A software company could show ads about newer versions or related software to clients who previously purchased a specific software product.

Marketing Tactics Similar to Customer Retargeting

- **Email Marketing**: This means sending emails to potential or past customers, serving as a point of contact to promote products or services. - **Pay-Per-Click (PPC) Advertising**: This is a method of online advertising where the advertiser only pays when their ad is clicked, often used in retargeting campaigns. - **Content Marketing**: Providing valuable free content can draw customers back to a website, where they may then decide to make a purchase. - **Personalized Marketing**: This approach tailors messages and product offerings based on a consumer's past interacting with the brand, similar to retargeting. - **Search Engine Optimization (SEO)**: SEO aims to get a website higher up in the search engine results page in order to draw more traffic, potentially recovering lost customers.

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