Retargeting Strategy: Specifically Win Back Lost Customers
The retargeting strategy allows companies to re-engage visitors who have previously been on the website. In doing so, these users are followed by targeted advertisements to motivate them to return and complete an action, such as a purchase.
The core of a retargeting strategy is the use of tracking technologies that record visitor behaviour. This strategy, for example, identifies who has viewed a product but not completed the purchase. These users are later targeted with specific adverts – often even with the exact products they were previously interested in.
How does a successful retargeting strategy work?
The segmentation of the target audience is important. Visitors who have only briefly visited the homepage will receive different adverts than those who have placed items in their shopping baskets but not purchased them. This way, a retargeting strategy can deliver personalised and relevant messages that are better received.
Another important point is the frequency of ads. Too many impressions can disturb users. Therefore, many companies regulate ad frequency to achieve an optimal balance between recall and overload.
Practical examples from the industry
BEST PRACTICE at company XYZ (name changed due to NDA contract) The company implemented a retargeting strategy where users who left products in their shopping cart were targeted with adverts for precisely those products. This noticeably increased the conversion rate, as the reminders helped to complete the purchase.
BEST PRACTICE at ABC (name changed due to NDA contract) The retargeting strategy was used there to initially accompany visitors with branding content such as blog articles and user reviews. After a few days, targeted product ads were then shown. The result was stronger brand loyalty and increased purchase intent.
BEST PRACTICE at DEF (name changed due to NDA contract) This company used dynamic retargeting, adjusting adverts individually to reflect the product range viewed. Users therefore saw advertising for the very products they had shown interest in – which significantly boosted sales.
My analysis
The retargeting strategy is a valuable aid for projects aiming to win back lost customers. It helps to reach users in a relevant context and provide impulses to influence purchasing decisions. Clients often report that a well-thought-out retargeting strategy sustainably increases the impact of marketing measures, especially when target groups are carefully segmented and ad content is personalised.
Further links from the text above:
[1] Retargeting explained simply | Smarketer Glossary
[2] Tips for successful retargeting strategies – ConversionBuddy
[4] Retargeting: How to win back lost website visitors
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic TRANSRUPTION here.
Deutsch 
English (UK)