Have you ever returned to a product you abandoned because an ad popped up while browsing? Or revisit a brand’s page when you receive an email about an” exclusive sale” you had always wanted? Chances are, you’ve done it more times than you realize. And trust me, you’re not alone—this is something everyone experiences once in a while. In fact, the numbers back it up.

Studies show that regular visitors are 70% more likely to convert to an offer on a website if they’ve already visited before. And it’s not just about the offer. One in every four users will return to a website simply because the right ad nudged them at the right time.

These user behaviours happen many reasons, but here are two ones: first, the visitor has already shown interest in the brand, and second, they’re being reminded at just the right moment with the right offer. This process is called remarketing/retargeting, and it’s a powerful way that businesses use to attract users and encourage them to take action.

From the user’s perspective, both the cases above are same. Even digital marketing professionals club both the cases as remarketing/retargeting and use them interchangeably. However, there is a slight difference between retargeting and remarketing. If you are business owner it is important to know the difference to leverage them effectively.

With insights from experts at Samskriti Business Solutions a leading digital marketing company in Hyderabad, let us learn more about remarketing, its formats and strategies that can help a brand leverage this strategy for better results. Read on:

Remarketing vs Retargeting: Same Goals, Different Approaches

Whether B2B or B2C, no user converts immediately as soon as they see an ad or click on one. Dropping off at any stage of the buyer journey is common and expected. The overarching goal of any marketer is to capture their target audience before competitors do, and that’s where remarketing and retargeting come in. While they can overlap in purpose, the difference lies in who they target and how they do it.

• Retargeting is all about nudging potential customers to the next stage of the purchase path. The goal is immediate conversion—turning prospects into buyers.
• Remarketing, on the other hand, is about re-engaging existing customers, keeping them in the loop, and pulling them back for repeat purchases. This helps increase their lifetime value.

The tools and methods marketers use for retargeting and remarketing often overlap, but the user being targeted differs.

“Think of remarketing as a way to reconnect with users who are already in your channels—people who’ve given you, their details. You can reach out to them through email, social media, or promotions on your own platforms,” explains a digital marketing expert at Samskriti Business Solutions.

In contrast, retargeting focuses on reaching users on platforms a business doesn’t own, like the open web. “Retargeting involves online ads for users who visited your site in the past but didn’t convert. The goal is to re-engage them and push them toward a purchase,” adds the expert.

To simplify:

• Retargeting targets users who haven’t converted yet, often through open web ads.
• Remarketing re-engages existing customers, using the information you already have to nudge them toward repeat purchases.

Retargeting: Approaches & Strategies

Retargeting focuses on users who’ve interacted with your brand but haven’t purchased yet. When someone visits your site, a cookie is placed in their browser, tracking their actions. This information is then used to serve them ads across platforms like the Google Display Network or social media sites like Facebook.

Here’s how retargeting works:

• Cookies help track user activity, allowing businesses to serve personalized ads.
• Strategies can vary—from targeting users based on products they interacted with, to how they found your site, and even email information.
• Platforms like Google Ads and Meta Ads make it easy to use these parameters for display ads.

Retargeting isn’t just limited to on-site behaviour. Many platforms, like Facebook, now allow targeting users who’ve interacted with your brand off-site, such as engaging with your social media page or attending your events.

In essence, retargeting helps you reconnect with potential customers across the open web, nudging them toward conversion.

Remarketing: Approaches & Strategies

Remarketing is more about re-engaging users who are already customers. The idea is to bring them back for further purchases—whether through upselling, cross-selling, or reselling. The focus is on increasing their lifetime value.

Here’s what makes remarketing different:

• It’s highly personalized because you already know the customer’s purchase history.
• It can involve email campaigns, exclusive offers, and targeted ads based on existing data.
• Platforms like Google and social media even allow you to upload email lists for targeting, blurring the lines between retargeting and remarketing.

Remarketing helps build loyalty and trust, making customers more likely to return for future purchases.

Remarketing vs Retargeting: Which One to Choose?

It’s not about picking one over the other—both are essential for different purposes. Businesses selling one-off products benefit more from retargeting, while those focusing on repeat purchases and upselling see better results with remarketing.

Both strategies, when used together, can boost conversions and revenue effectively. Whether you’re nudging potential buyers across the open web or re-engaging loyal customers, these approaches are central to a successful digital marketing campaign.

As a leading digital marketing company in Hyderabad, we have successfully leveraged both retargeting and remarketing campaigns to help our clients improve their conversions and sales. If you’re a business looking to boost your conversions and drive sales, we can help you achieve your goals with tailored retargeting and remarketing strategies.