This has been a popular claim lately. While I'll concede that general remarketing isn't as necessary anymore, this claim misses some important caveats.
Sure, targeting all of your website visitors because they are more likely to convert may not be as necessary anymore. You could go broad and as long as you optimize for a conversion event, people within your remarketing audience will likely be targeted.
But let's not throw out all remarketing. One important example: Abandoned Cart. This allows you to show a unique message to a very specific group of people who showed interest before abandoning a purchase.
Your ad will speak directly to these people. Remind them to complete the purchase. Maybe offer a discount. The "reminder" messaging, though, would only make sense to those who actually abandoned cart.
I'm also running ads right now targeting people who watched 95% of one of my Reels during the past 7 days. While I may not need to target this group as an audience who is simply more likely to convert, I may way want (and do) to reach these people with a special message related to their very specific activity.
Is general remarketing as necessary these days? Nope.
But does that mean that you shouldn't show a unique message to a relevant group? Absolutely not. There's still room for this.
What do you think?
