Retargeting, also known as remarketing, is a digital advertising strategy that focuses on re-engaging previous visitors to your website or app. By using targeted ads or emails, you can remind them of products or services they've shown interest in.

Retargeting operates by reminding visitors of your products or services after they leave your site without making a purchase. You can display relevant ads on other websites they visit, thereby keeping your brand top of mind.

Targeting engages 'cold' audiences unfamiliar with your brand, whereas retargeting reconnects with 'warm' audiences that have recently shown interest by visiting your site or interacting with your content.

The essential first step in retargeting is to define your target audience, which includes individuals who have visited your site, abandoned shopping carts, or shown interest in specific products or services.

Retargeting is instrumental in recapturing potential customers' attention and can broaden your reach through Lookalike Audiences, engaging more people who may not yet be familiar with your brand.

Effective retargeting involves placing ads on websites your audience frequents post-visit. For instance, reminding customers of their abandoned shopping cart items can rekindle their interest in completing the purchase.

Retargeting is most effective when timed appropriately, such as targeting social media engagers within the past 90 days, recent website visitors within 30 days, and those who have viewed specific content within the last 14 days.

While retargeting typically involves paid ads to re-engage site visitors, remarketing often uses email communications to reconnect with past customers.

Retargeting is categorized as inbound marketing when it aims to re-engage individuals already familiar with your brand, whereas similar strategies targeting new, 'cold' audiences would be considered outbound marketing.