What does retargeting in digital marketing involve?

Retargeting in digital marketing specifically involves targeting advertisements to users who have previously interacted with a brand's website or app. This strategy is designed to re-engage potential customers who have shown an interest in a product or service but did not complete a desired action, such as making a purchase. By displaying relevant ads to this audience as they browse other sites or social media platforms, businesses aim to remind those users of what they were considering, thereby increasing the likelihood of conversion.

The effectiveness of retargeting stems from its focus on individuals who are already familiar with the brand, making them more receptive to messages and offers. It allows businesses to reinforce brand awareness and encourage return visits, ultimately driving higher conversion rates.

Other options do not accurately describe retargeting. Creating new content for websites pertains to content marketing, defining a brand's target market involves market research and segmentation, and developing a social media strategy relates to planning and executing a brand's presence on social media platforms. None of these activities encompass the specific action of retargeting as a form of ad targeting.