What is the concept of retargeting in online advertising?

Retargeting in online advertising refers specifically to the strategy of advertising to individuals who have previously visited a website or interacted with a brand. This approach leverages cookies or tracking pixels to identify users who have shown interest but did not convert during their initial visit. By displaying targeted ads to these past visitors across different platforms, businesses aim to gently remind and encourage potential customers to return and complete a desired action, such as making a purchase or signing up for a newsletter.

This method is effective because it targets an audience that is already familiar with the brand, thereby increasing the likelihood of conversion compared to trying to attract entirely new customers. The tailored ads serve as reminders and can help nudge users along the sales funnel, enhancing campaign effectiveness and return on investment.

The other options address different marketing strategies that do not fit the concept of retargeting. For instance, targeting new customers exclusively does not capitalize on the familiarity that retargeting utilizes. Similarly, focusing on geographic markets pertains more to demographic targeting, while creating content for social media platforms involves content marketing rather than the specific strategy of re-engaging past website visitors.