What strategy does retargeting (remarketing) employ?

Retargeting, also known as remarketing, is a digital advertising strategy that focuses on targeting users who have previously interacted with a brand's website or mobile app. The primary objective is to re-engage these individuals by showing them relevant ads based on their past behavior. This approach is effective because it leverages the knowledge that these users are already familiar with the brand and have shown interest in its products or services.

When someone visits a website but does not make a purchase or complete a desired action, retargeting allows marketers to display ads that remind them of what they viewed or encourage them to reconsider their purchase. This targeted advertising helps to keep the brand top-of-mind and increases the likelihood of conversions by providing tailored messages that resonate with the user’s previous interactions.

In contrast, the other options do not align with the specific purpose of retargeting. Engaging customers for the first time focuses on attracting new visitors, creating brand awareness targets potential customers who may not yet know about the brand, and sending mass emails to all customers lacks the personalized touch intrinsic to retargeting strategies. Thus, the essence of retargeting lies in its ability to tailor the ad experience for users who have already expressed interest, making it a highly effective strategy