What is Dynamic Retargeting?

Dynamic retargeting is a marketing strategy that directly engages users who have previously interacted with your website by displaying products they've shown interest in.

This technique first started gaining momentum with the evolution of eCommerce and digital marketing tools which gave companies a method to gather data about customer behavior in real-time. It didn't take too long for marketers to realize that serving ads based on a user's browsing history could increase interaction and conversion rates drastically.

This tactic belongs to the 'Traffic' domain because it's a proven way of drawing back users who were on the brink of buying but didn't finish the process. Basically, dynamic retargeting works fantastically for winning back the lost potential customers by reminding them of their unfinished business - the products they saw but didn't purchase. But more than just reminding, it focuses on making the user experience a personal one by showing them ads specifically tailored to their preferences and interests.

Examples of Dynamic Retargeting

• E-commerce websites can make significant use of dynamic retargeting by showcasing ads of products that visitors viewed but didn't buy. For instance, if a user was looking at a specific phone model but didn't make a purchase, an ad about that particular phone can be used to lure the user back to the purchase.

• Similarly, travel booking platforms can retarget users by displaying ads of the hotel rooms or flights they were checking out. When a user has searched for flights from New York to Paris but didn't book, an ad showing the same route might just nudge them to complete the booking.

• Streaming services can also use this strategy, showing ads for movies or series a viewer has started but not finished. It may remind them about the upcoming weekend, encouraging them to return and finish what they started.

• A Fashion website can retarget shoppers with ads showcasing clothes they added to the cart but did not checkout.

• Educational institutions or edtech platforms showing ads for courses that students have shown interest in but haven't enrolled in can nurture leads into students.

Marketing Tactics Similar to Dynamic Retargeting

• Programmatic Advertising: A strategy that uses artificial intelligence to automate the buying and selling of online advertisements. It streamlines the process while focusing on targeting a more specific audience.

• Contextual Advertising: Here, the ads are related to the content of the webpage. For example, a blog post about cooking might have ads about kitchen appliances.

• Behavioral Retargeting: Advertising to people who have interacted with your product or website, taking into account their previous online behavior. Similar to dynamic retargeting but generally it serves generic ads, not taking individual browsing behavior into account.

• Remarketing: Similar to retargeting, remarketing is a method used to remind the customers who have shown interest in your product/service. But instead of web behavior tracking, remarketing focuses often on email marketing after officially collecting users data.

• Search Retargeting: Targets individuals based on their search behavior. These people get shown ads for products they've searched for or related to, even if that search was not originally on your website.

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