📣 Marketing

Remarketing

remarketing · re-marketing · remarketing campaign · owned audience remarketing · re-engagement marketing · remarket

Definition

Remarketing is the strategy of re-engaging an audience that has previously interacted with the brand, predominantly through owned channels and personalization, in order to bring the user back to an unfinished action.

Remarketing in plain terms

Remarketing brings back a user who has already been on the site but left without buying. The difference in emphasis from retargeting lies in the source: remarketing works with an owned audience and a known profile, retargeting with an anonymous cookie through ad networks. In practice the line is rarely drawn.

Remarketing versus retargeting: the difference

Parameter	Remarketing	Retargeting
Audience source	Owned base / profile	Cookie, pixel
Channels	Email, push, onsite	Ad networks
Media budget	Often not required	Mandatory
Metric	CR, revenue per contact	ROAS, CPA

If the question is specifically about the advertising layer, see retargeting. If it is about the measurability and payback of the return, see performance marketing.

The main scenarios

Abandoned cart — the highest-converting return scenario.
Abandoned browse — a reminder about the product that was viewed.
Onsite personalization — a storefront shaped by the returning user’s behavioural history.
Personal recommendations in campaigns — relevant products inserted into the client’s own messages.

Common mistakes

Impersonal return — the same message to everyone regardless of behaviour.
Ignoring the onsite layer — betting only on external channels, when a returning user is cheaper to convert on the site with personalization.
No frequency limit — intrusiveness erodes trust in the brand.

Frequently asked questions

Are remarketing and retargeting the same thing?

In everyday practice, yes — the terms are mixed freely. The subtle difference: remarketing historically concerns work with an owned contact base and a known user profile (email, push, onsite personalization), while retargeting concerns paid advertising against an anonymous cookie or pixel in ad networks. Both mechanics bring back a warm audience.

Which channels does remarketing use?

Owned touchpoints: personalization of the site and app for a returning user, triggered scenarios (abandoned cart, abandoned browse), plus personal recommendations inserted into the client's own campaigns. Gravity Field does not send email or push itself, but it generates the personal content and recommendations for those channels.

Where should you start with remarketing in e-commerce?

With the highest-converting scenarios — abandoned cart and abandoned product browse. Then onsite personalization of the storefront against behavioural history, and segmentation of the returning audience by affinity profile. That delivers a fast effect without increasing the advertising budget.

Gravity Field

Remarketing to Your Own Audience in Gravity Field

Gravity Field brings returning users back through onsite personalization and triggered scenarios — without duplicating your ESP and without external media budget.

✦Onsite personalization of the storefront against a returning user's behavioural history

✦Personal recommendations for insertion into your existing campaigns

✦Segmentation of the returning audience by affinity profile

✦Triggered abandoned cart and abandoned browse scenarios

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