Marketing efforts directed toward individuals who have previously interacted with a business constitute a strategic approach within paid social media. This involves targeting users already familiar with a brand, product, or service, based on their prior engagement. Examples include website visitors, email subscribers, or those who have liked or followed a business’s social media page. The goal is to leverage existing relationships to drive conversions or achieve other marketing objectives.
Focusing on individuals with prior exposure to a brand offers considerable advantages. These individuals are more likely to recognize and trust the advertiser, resulting in higher engagement rates and improved return on investment. Historically, this type of marketing has proven more efficient than solely targeting completely new potential customers, as it capitalizes on established brand awareness and interest.
