Retargeting Vs Remarketing: Key Differences & Best Strategies

In the world of digital marketing, terms often get used interchangeably, leaving business owners, marketers, and even seasoned professionals wondering whether they mean the same thing. Two such terms are retargeting vs remarketing.

Both concepts aim to re-engage potential customers who have already interacted with your brand but haven’t converted yet. However, the strategies, tools, and execution behind retargeting and remarketing differ significantly.

In this comprehensive guide, we’ll dive deep into what these two approaches mean, how they work, their key differences, and when to use each for your business. By the end, you’ll have a clear understanding of how to leverage retargeting vs remarketing to maximize your ROI.

What is Retargeting?

Retargeting is a digital advertising strategy that focuses on re-engaging people who have already visited your website or interacted with your brand online. It uses cookies and pixels to track users and then shows them targeted ads across different platforms.

For example:

A customer visits your e-commerce site, browses a product, but doesn’t make a purchase.
Later, when they are scrolling on Facebook, Instagram, or Google Display Network, they see ads for the exact product they viewed.
This consistent reminder nudges them to return and complete the purchase.

Types of Retargeting

Pixel-Based Retargeting – Uses a piece of code (pixel) on your website to track visitors and show them ads after they leave.
List-Based Retargeting – Involves uploading customer lists (like email subscribers) into ad platforms to target specific users.

Benefits of Retargeting

Keeps your brand top of mind.
Increases conversion rates by targeting “warm audiences.”
Allows for highly personalized ad experiences.
Works effectively across multiple ad platforms.

What is Remarketing?

Remarketing, often associated with email marketing campaigns, is the practice of re-engaging users primarily through direct communication such as emails or SMS. While Google Ads also uses the term “remarketing” for display ads, in most contexts, remarketing emphasizes reconnecting with existing customers or subscribers.

For example:

A customer adds an item to their cart but leaves without buying.
You send them a personalized email reminder, maybe with a discount or free shipping offer.
This email persuades them to return and complete the purchase.

Types of Remarketing

Email Remarketing – Sending reminder emails for abandoned carts, product recommendations, or special offers.
Search Remarketing – Targeting users who have previously visited your site with customized search ads.
Dynamic Remarketing – Showing users ads for the exact products or services they viewed.

Benefits of Remarketing

Builds stronger customer relationships through direct communication.
Cost-effective compared to paid ads.
Works well for nurturing existing customers.
Great for cross-selling and upselling.

Retargeting vs Remarketing: The Key Differences

Although both retargeting and remarketing share the same goal—bringing customers back into the sales funnel—the execution sets them apart.

Feature	Retargeting	Remarketing
Definition	Online ads shown to users who visited your site or engaged with your content.	Direct re-engagement through emails, SMS, or sometimes ads.
Channel	Display ads, social media ads, search ads.	Email, SMS, and sometimes search/display ads.
Primary Goal	Driving users back to your site to complete a purchase.	Reconnecting and nurturing customer relationships.
Technology	Cookies, pixels, and tracking codes.	Email lists, CRM data, and user activity logs.
Best For	New visitors who didn’t convert.	Existing customers or leads already in your database.

When to Use Retargeting

Retargeting is ideal when:

You want to remind new visitors about products/services they viewed.
Your focus is on brand awareness and conversions.
You want to target audiences across Google Display Network, Facebook Ads, or Instagram.
You need to personalize ads for different user segments.

Example:
An online clothing store uses retargeting ads to remind shoppers of dresses they viewed but didn’t purchase.

When to Use Remarketing

Remarketing is best when:

You already have a list of email subscribers or past customers.
You want to focus on customer loyalty and repeat sales.
You want to reduce cart abandonment rates.
You’re aiming for cost-effective campaigns with high engagement.

Example:
A SaaS company sends remarketing emails to free trial users encouraging them to upgrade to a paid plan.

Retargeting vs Remarketing: Which One Should You Choose?

The truth is—you don’t need to choose just one. A powerful digital marketing strategy combines both.

Use retargeting to bring back website visitors who didn’t convert.
Use remarketing to re-engage email subscribers and existing customers.

By integrating both strategies, you cover a wider audience spectrum:

People who know your brand but haven’t purchased yet.
Customers who already purchased but can be upsold or cross-sold.

Best Practices for Retargeting

Segment Your Audience – Create different ad campaigns for cart abandoners, product viewers, or returning visitors.
Set Frequency Caps – Avoid showing the same ad too many times, which can cause ad fatigue.
Use Dynamic Ads – Showcase the exact products customers viewed.
Test Ad Creatives – A/B test ad formats, CTAs, and images to improve performance.

Best Practices for Remarketing

Personalize Your Emails – Use customer data to tailor messages.
Offer Incentives – Discounts, free trials, or exclusive offers work well.
Automate Campaigns – Set up automated triggers for cart abandonment or post-purchase follow-ups.
Maintain Consistency – Ensure brand messaging is aligned across email, ads, and website.

Retargeting and Remarketing in Action: Real-World Examples

Amazon – Uses dynamic retargeting ads to show customers products they viewed but didn’t buy.
Airbnb – Sends remarketing emails reminding users about unfinished bookings.
Nike – Combines both strategies by running retargeting ads on social media and sending remarketing emails with exclusive offers.

Future of Retargeting vs Remarketing

With increasing privacy regulations (like GDPR and Apple’s iOS updates), marketers need to adapt how they use retargeting and remarketing. First-party data collection, AI-driven personalization, and omnichannel marketing will define the future.

Businesses will increasingly rely on:

Consent-based tracking methods.
AI-powered ad targeting.
Customer-centric personalization.

Final Thoughts

When it comes to retargeting vs remarketing, both strategies play a vital role in a successful digital marketing campaign.

Retargeting helps convert new visitors by reminding them of what they left behind.
Remarketing nurtures existing relationships and encourages repeat purchases.

At The Info Technologies: Digital Marketing Agency, we specialize in creating data-driven strategies that combine retargeting and remarketing to maximize ROI, boost customer loyalty, and ensure long-term success.

If you’re ready to turn lost opportunities into loyal customers, it’s time to leverage both strategies for your business.

Retargeting vs Remarketing: Key Differences & Best Strategies