What does the term "retargeting" mean in digital marketing?

Retargeting in digital marketing specifically refers to the method of showing ads to previous site visitors. This technique leverages data from users who have previously interacted with a brand’s website, enabling marketers to serve tailored ads to these potential customers as they navigate other sites or platforms. By doing this, businesses aim to re-engage visitors who may not have made a purchase during their initial visit, reminding them of the products or services they viewed and encouraging them to return to complete their action. This targeted approach helps to reinforce brand awareness and improve conversion rates by reaching out to an audience that has already expressed interest.

The other options describe different marketing strategies that do not encompass the core definition of retargeting. Offering discounts to new customers primarily focuses on customer acquisition rather than re-engagement. Boosting posts on social media is related to increasing visibility within social channels, and increasing organic search traffic pertains more to search engine optimization efforts rather than targeted advertising to past visitors.