How to leverage “Remarketing” and “Retargeting” in your marketing campaign?

0121_KV_remarketing and retargeting

There is too much jargon in the advertising and marketing fields. This tends to decrease the interest level of marketers due to the confusion created in their minds.

In this article, we would like to introduce the concepts of “Remarketing” and “Retargeting” in a more simple, “Appier” way.

There are not many definitions for these terms to be found currently. From our point of view, the major differences between the two are:

  • Remarketing is a marketing strategy. Remarketing ensures you can reach a person or a user group after they have interacted with any of your previous marketing activities. This requires in-depth analysis of previous marketing campaigns.
  • Retargeting is more of a technology feature. If a visitor leaves your site without taking any action, retargeting allows you to continue to reach out to and convert potential customers.

Let’s see how these techniques can be used in an actual campaign.


Let’s say you have previously run a two-month online campaign to target RPG game users. Now you need to promote another similar game of your company.

Since you already collected and accumulated user profiles from previous campaigns, you can target the same user group for future campaigns with no need for A/B testing or sampling. You can display your ads right away and still enjoy effective performance because you know you have targeted the right users.

On the other hand if you want to acquire new users for your game, you can exclude existing users from the campaign and deliver more ads to new customers instead. This not only saves time and money but also increases campaign conversion rates and ROI.


We know that for visitors to act on a website or campaign, a single visit is never enough. To get potential customers to continuously engage with your brand or products, you should consider retargeting.

No matter whether a user visits a website from a PC or smartphone, or from a smartphone or tablet app, without taking any action, after the user leaves, retargeting can display relevant ads on other devices of the user to re-engage with them. More exposure delivered to the right users across their devices means more opportunities to convert them into loyal customers.

Remarketing vs. retargeting

Sounds interesting? Contact us now for more information.



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