摘要：再营销是向已经对产品感兴趣的用户投放广告的策略。例如，用户可能到访了店铺，或查看了某个产品，但未下单购买，再营销便以此类用户为目标，通过特定优惠和推广活动策略，最终说服他们完成购买。

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“跨境营销概述（三十）：社会化媒体营销Ⅶ”

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"Overview of Cross-Border Marketing(30):"Social Media Marketing Ⅶ"

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1.再营销的概念及工作机制

The concept and working mechanism of remarketing

再营销是向已经对产品感兴趣的用户投放广告的策略。例如，用户可能到访了店铺，或查看了某个产品，但未下单购买，再营销便以此类用户为目标，通过特定优惠和推广活动策略，最终说服他们完成购买。

Remarketing is a strategy that targets users who have already shown interest in a product by displaying ads to them. For example, a user may have visited a store or viewed a product but did not make a purchase. Remarketing focuses on such users, using specific offers and promotional activities to ultimately persuade them to complete the purchase.

再营销的工作机制是：潜在客户访问你的网站→因某种原因离开网站且没有产生花费→过段时间用户上网→看到你的再营销广告→广告吸引他们重回网站→最终在你的网站产生花费。

The working mechanism of remarketing is: potential customers visit your website → leave the website for some reason without making a purchase → after a while, the user goes online → sees your remarketing ads → the ads attract them to return to the website → ultimately making a purchase on your website.

因跨境电商B2B买家采购量大，很多时候涉及定制，故几乎所有的大订单都需要再营销，这是与跨境电商B2C的最大区别，因此外贸业务员在跨境电商B2B企业中的价值尤为重要。

Due to the large purchasing volume of B2B buyers in cross-border e-commerce, many orders involve customization; therefore, almost all large orders require remarketing. This is the biggest difference from cross-border e-commerce B2C, making the value of foreign trade salespeople particularly important in cross-border e-commerce B2B companies.

2.再营销的优劣势Advantages and disadvantages of remarketing

再营销的主要优势可归纳为以下2点。

The main advantages of remarketing can be summarized in the following two points.

（1）有助于提升广告的整体投入回报率。主要因为再营销广告较非再营销广告受众更加精准。其次，对于企业营销人员而言，将注意力分配到再营销广告的效果上，较其它广告效率更高。

It helps to improve the overall return on investment (ROI) of advertising. This is mainly because remarketing ads have a more targeted audience compared to non-remarketing ads. Furthermore, for corporate marketers, focusing attention on the effectiveness of remarketing ads is more efficient than other types of ads.

（2）有助于提升品牌形象。因为客户的心智模式容量有限，再营销通过多次展示强化，更容易植入客户心智，成功树立并提升品牌形象。

Helps enhance brand image. Because customers have a limited capacity for mental models, remarketing reinforces the message through multiple displays, making it easier to implant the brand image in customers' minds, successfully establishing and enhancing the brand image.

但再营销有一个显著的劣势就是无法拉新。但对于很多卖家而言，核心诉求却是拉新。因为每个行业都有一个转化率高限，接近或达到转化率上限 后，要在私域流量内继续挖潜，保持增长会很困难。当然，目前线上拉新的成本也很高，故再营销的价值最终得以确认。

However, there is a significant disadvantage to remarketing: it cannot attract new customers. But for many sellers, the core demand is indeed to attract new customers. Every industry has a high conversion rate limit, and when approaching or reaching that upper limit, continuing to tap into existing private traffic to maintain growth becomes very difficult. Of course, the current cost of attracting new customers online is also quite high, which ultimately confirms the value of remarketing.

3.再营销广告的分类

Classification of remarketing ads

再营销思想已经广为接受，相对成熟的平台基本都支持再营销广告，无论是否叫做“再 营销”。再营销广告的主要分类如下。

The concept of remarketing has been widely accepted, and relatively mature platforms generally support remarketing ads, regardless of whether they are called "remarketing." The main categories of remarketing ads are as follows.

（1）按渠道/平台类型分。再营销广告可以分为搜索引擎再营销广告、社会化媒体再营销广告、电商平台再营销广告、Email再营销广告。

Divided by channel/platform type. Remarketing ads can be categorized into search engine remarketing ads, social media remarketing ads, e-commerce platform remarketing ads, and email remarketing ads.

（2）按实施主体分。再营销广告可以分为手动再营销广告和自动再营销广告。

According to the implementation subject, retargeting ads can be divided into manual retargeting ads and automated retargeting ads.

（3）按运作机制分。再营销广告可以分为普通再营销广告和高级再营销广告。所谓普通再营销广告就是向已访问用户推送广告。而高级再营销广告的触发机制往往比较复杂，如向访问过A 产品的用户推送A产品的广告信息或A的关联推荐产品广告信息。

By mechanism of operation. Remarketing ads can be categorized into ordinary remarketing ads and advanced remarketing ads. The so-called ordinary remarketing advertising is to push advertisements to users who have visited. The triggering mechanism of advanced remarketing ads is often more complicated, such as pushing the advertisement information of product A or the advertisement information of the related recommended products of product A to the users who have visited product A.

（4）按广告媒介类型分。再营销广告可以分为文字类、图片类、视频类、互动类（如游 戏试玩、直播等）和混合类等。

According to the type of advertising media. Remarketing ads can be categorized into text, image, video, interactive (e.g., game demo, live streaming, etc.) and hybrid.

翻译来源：ChatGPT

来源：LearningYard学苑