The importance of remarketing lies in the fact that not all potential customers that come to your site purchase right away. Many of them keep items in their wish list, some in their shopping cart and there may be cases where the customer could not finish the transaction due to some technical error. We need to continue to influence them not only through Google search and/or from our website, but also across Google’s display network, as people spend 95% of their time away from Google.
Retargeting is a powerful branding and conversion optimization tool, but excels as a part of a comprehensive digital strategy.
Retargeting works best when complemented with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization, but act as a perfect complement to retargeting, which helps in more conversions. On the flip side, it does not help to generate or drive traffic. Therefore, an optimal strategy would be one, where one uses tools to drive traffic and retargeting to get the most out of that traffic.