What is the main goal of retargeting in marketing strategies?

The main goal of retargeting in marketing strategies is to remind users of their interest in a brand. This technique is specifically designed to re-engage individuals who have previously interacted with a brand or product but did not complete a desired action, such as making a purchase. By serving targeted ads to these users across various platforms, marketers aim to keep their brand top-of-mind and guide them back to the point of initial interest. This not only enhances brand recall but also increases the likelihood of conversion by reminding potential customers of what they were considering.

The process capitalizes on the notion that people often need multiple touchpoints before making a decision to purchase, and retargeting serves to provide those additional reminders. This is particularly effective in a digital landscape where consumers are exposed to numerous options and advertisements, as it helps to differentiate a brand from competitors.