Retargeting

Definition

Retargeting is a way to follow up with users to encourage them to take a particular action that they didn’t take in the first instance. For example, if someone opens your app but doesn’t read your News Feed Card about new features, an in-app message could trigger later to invite them to read it. You can also retarget users who didn't open an email with a push notification a few days later. For retention marketers, retargeting is about making the most of the channels you have to ensure that you reach users with information that’s particularly useful or important.

In the larger marketing world, and especially for acquisition marketers, the term is often used to refer specifically to “follow” ads that display for cookied web visitors, with the goal of encouraging them to come back. The general concept of retargeting for both acquisition and retention marketers is the same: get a user to complete an action they didn’t take the first time, but the differences are worth noting.

Usage

Retargeting is a common term in online marketing but can refer to different approaches for acquisition and retention marketing teams. Most people will think first of acquisition ads on websites rather than using different channels to reach existing users. The key is to always be clear about which tactics you plan to use to avoid misunderstandings.