Remarketing is a technique used to identify and target those specific customers who have visited the brands’ website but may not have made an immediate inquiry or purchase. They are more likely to make a purchase later and hence, should not be left out.
Innovative tech-driven solutions have become a must in today’s world of digitization. The burgeoning ad-tech industry plays a vital role in this respect. However, the ad-tech consists of many buzzwords. One such word is “Remarketing”. Recently, Vertoz’s Founder and CEO, Ashish Shah, was in a brief interaction with IndianTelevision, discussing what exactly is remarketing and how it benefits the brands.
However, Ashish says that remarketing is not just limited to retargeting, but also plays a major role in customer retention. Acquiring new customers is 7x costlier than retaining the existing ones. Hence, remarketing is used profusely today in the e-commerce sector.
Explaining the technical aspects of it, he said that this is done by placing a remarketing tag on the required website. Remarketing can be done through techniques like Dynamic Creative Optimization (DCO), cross-device retargeting and multi-channel retargeting. However, he warned about the
upcoming EU General Data Protection Regulation (GDPR), which can make tracking customers’ personal data very tricky. Hence, this needs to be tackled carefully post-GDPR.
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