Multichannel retargeting strategy

It is the plan that defines how to re-engage, through ads or messages, people who have already interacted with your brand: visited the website, viewed a product, abandoned their cart or opened an email. It covers which audiences to build, what message each one receives, on which channels, how often and for how long.

In practice, the terms are used almost interchangeably. Traditionally, retargeting refers to paid ads aimed at previous visitors, and remarketing to re-engaging customers, often by email. We work on both together, because coordinating paid and owned channels is what makes the strategy profitable.

There’s no universal number: it depends on the purchase cycle, ticket size and channel. What matters is setting frequency caps and time windows per segment, and watching for signs of fatigue such as a falling CTR. An abandoned cart justifies more short-term intensity than a homepage visit.

Cookie restrictions and consent reduce the size of pixel-based audiences. That’s why we give weight to first-party data: customer lists, server events and channels like email. We check that your consent management is correct and that data is sent to the platforms reliably.

Yes, and it’s often especially useful because decision cycles are long and several people are involved. On LinkedIn we can re-engage by company or job title with valuable content, use cases or event invitations, and combine it with Google and email to guide each contact all the way to the sales meeting.