In the fast-paced world of retail marketing, we all want quick wins. Performance is king. Retargeting is often the go-to strategy when looking for an immediate boost in conversions—after all, it’s easier to convince someone who’s already visited your site to make a purchase. But while retargeting delivers those quick results, there’s a bigger picture that digital marketers can’t afford to overlook. To build long-term brand success, you need a balance of retargeting and prospecting. Retargeting alone could lead to your customer funnel drying up.

Prospecting—reaching new, previously unengaged audiences—is essential for driving sustainable growth and future-proofing your brand. It’s not just about today’s sales; it’s about building a foundation for tomorrow’s loyalty, recognition, and market share.

The power of retargeting: fast, effective wins

There’s no denying that retargeting is a critical tool in your digital marketing toolbox. It’s cost-effective and focuses on audiences who’ve already shown interest in your products. Whether they’ve browsed your website, added items to their cart, or signed up for your newsletter, retargeting helps push them down the funnel and toward conversion. 

In fact, data consistently shows that customers who are retargeted are more likely to convert than those reached through cold outreach. The reason is simple: these customers already know your brand, and a well-timed reminder can nudge them to take the next step.

But as powerful as retargeting is, relying on it too heavily can limit your brand’s potential. You’re only engaging those who are already familiar with your business, which means you could be missing out on reaching new customers and expanding your audience.

Prospecting: the key to long-term growth

If retargeting drives quick conversions, prospecting is the strategy that builds brand longevity and leads to growth. Prospecting helps you reach untapped audiences who have yet to discover your brand but fit the profile of your ideal customer. It’s about going beyond the low-hanging fruit and investing in long-term growth by expanding your reach.

By using programmatic advertising powered by AI and real-time data, like Quantcast’s solutions, you can effectively identify and target these new audiences with personalized, relevant messaging. Prospecting not only drives new customers but also builds brand recognition, making it more likely that when a consumer is ready to purchase, your brand is top of mind.

Balancing retargeting and prospecting: the sweet spot for retail marketers

For retail digital marketers, the sweet spot lies in striking a balance between retargeting and prospecting. Retargeting brings immediate results, converting potential customers who’ve already interacted with your brand. Meanwhile, prospecting ensures that your customer base continues to grow, which is essential for long-term brand health and success.

This balance is particularly important in the retail industry, where brand loyalty and customer lifetime value (CLV) are crucial. While retargeting can win back customers who might otherwise be lost, prospecting helps you nurture a broader audience, transforming first-time buyers into repeat shoppers and ultimately brand advocates.

Building brand loyalty and recognition through prospecting

One of the biggest benefits of prospecting is its ability to lay the groundwork for brand loyalty. When customers are introduced to your brand early in their buying journey, they’re more likely to develop a connection that goes beyond a one-time transaction. This is especially true when you combine prospecting with personalized, relevant advertising that resonates with the specific needs and interests of your target audience.

Additionally, prospecting allows you to continually reinforce brand recognition. Consumers are delivered countless ads daily across multiple digital channels, so ensuring your brand stands out and remains memorable is key to gaining trust and loyalty. With programmatic prospecting, you can ensure that your brand is seen across multiple digital channels, creating a cohesive and consistent presence that sticks with potential customers.

Future-proofing your brand 

Retail is a constantly evolving industry, and with the digital landscape changing rapidly, future-proofing your brand is more important than ever. Prospecting is one of the most effective ways to do this. While retargeting helps you make the most of existing interest, prospecting builds a pipeline of new customers, ensuring that your brand remains relevant and competitive in the years to come.

By investing in prospecting, you’re not just chasing today’s sales—you’re securing your brand’s future. You’re increasing your visibility, growing your audience, and building a foundation for ongoing customer acquisition, loyalty, and success.

A holistic approach to digital marketing success

Both retargeting and prospecting play essential roles in a successful retail digital marketing strategy. Retargeting delivers quick wins by capturing low-hanging fruit, while prospecting builds long-term brand success by expanding your audience, driving brand recognition, and fostering customer loyalty.

At Quantcast, we understand the importance of a balanced approach. Our demand-side platform (DSP)'s AI-powered programmatic solutions help retail marketers seamlessly integrate retargeting and prospecting, ensuring you get the quick wins you need today while laying the groundwork for a successful tomorrow. See the results of using the Quantcast Advertising Platform for yourself: Tatcha found that consumers were 4.8x more likely to convert when prospected by Quantcast.