{"id":38090,"date":"2026-09-30T15:42:43","date_gmt":"2026-09-30T13:42:43","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=38090"},"modified":"2026-08-31T05:57:52","modified_gmt":"2026-08-31T03:57:52","slug":"remarketing-vs-retargeting","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/remarketing-vs-retargeting\/","title":{"rendered":"Remarketing vs retargeting: v \u010dem je razlika?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Vsak drugi naro\u010dnik nas vpra\u0161a isto: \u2018<em>Ali je remarketing isto kot retargeting?<\/em>\u2019 In vsaki\u010d odgovorimo enako, <strong>ni isto<\/strong>, \u010deprav razumemo, zakaj se vam tako zdi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Remarketing vs retargeting<\/strong> je razlikovanje, ki se v marketin\u0161kem \u017eargonu tako pogosto zabri\u0161e, da tudi izku\u0161eni marketinga\u0161i v\u010dasih obupajo nad lo\u010devanjem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0160koda, ker <strong>razlika ni malenkost<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Odlo\u010da, ali boste nekoga, ki je pravkar zapustil ko\u0161arico, ujeli <strong>z e-mailom<\/strong> ali <strong>z oglasom<\/strong> na povsem drugem kanalu. Gremo lepo po vrsti.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kaj je retargeting: ko vas oglas najde, \u010deprav ne ve, kdo ste<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Retargeting je ogla\u0161evanje, ki temelji na <strong>sledenju s pi\u0161kotki<\/strong> (angl. <em>cookies<\/em>) prek Google prikaznega omre\u017eja ali Meta Pixla.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pogledate \u010devlje na neki spletni trgovini, jih ne kupite, in naslednji dan vas <strong>isti \u010devlji<\/strong> \u010dakajo na Instagramu, na neki novi\u010darski strani, <strong>skoraj povsod<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To ni naklju\u010dje, ampak <strong>koda, ki se je nalepila<\/strong> na va\u0161 brskalnik v trenutku, ko ste stran zapustili.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bistvo retargetinga je, da <strong>ne veste, kdo je oseba<\/strong> na drugi strani zaslona \u2014 nimate njenega imena, e-maila, ni\u010desar, samo sled, ki jo pusti v brskalniku ali na napravi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">RTB House to lepo povzame: retargeting po navadi te\u010de <a href=\"https:\/\/www.rtbhouse.com\/blog\/retargeting-vs-remarketing-are-they-really-the-same\" target=\"_blank\" rel=\"noreferrer noopener\">prek oglasnih mest na tujih spletnih straneh<\/a>, medtem ko remarketing raje se\u017ee po <strong>neposrednih kanalih<\/strong>, kot je e-po\u0161ta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Retargeting kampanje se najpogosteje postavljajo znotraj Google Ads ali Meta Ads, kjer lahko z <strong>dinami\u010dnim remarketingom<\/strong> uporabniku prika\u017eete to\u010dno tisti izdelek, ki si ga je ogledoval, ali pa <strong>RLSA seznam<\/strong> uporabite za prilagojene oglase v iskalniku.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/vrste-retargeting-kampanj-pregled-1024x512.webp\" alt=\"Pregled \u0161tirih glavnih vrst retargeting kampanj v digitalnem ogla\u0161evanju\" class=\"wp-image-38093\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/vrste-retargeting-kampanj-pregled-1024x512.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/vrste-retargeting-kampanj-pregled-300x150.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/vrste-retargeting-kampanj-pregled-768x384.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/vrste-retargeting-kampanj-pregled.webp 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Retargeting ni ena sama taktika, ampak nabor pristopov, ki jih izberete glede na cilj kampanje.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Kaj je remarketing: ko \u017ee imate njihov kontakt<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tu je zgodba druga\u010dna. Remarketing pride v igro, ko <strong>o osebi \u017ee nekaj veste<\/strong> \u2014 ima svoj profil v va\u0161em CRM-ju, prijavljena je na <a href=\"https:\/\/madwise.si\/blog\/newsletter-digitalni-marketing-nasveti\/\" target=\"_blank\" rel=\"noreferrer noopener\">newsletter<\/a> ali pa je pri vas \u017ee enkrat kupila.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Namesto anonimnega oglasa ji po\u0161ljete nekaj bolj osebnega: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>opomnik na pozabljeno ko\u0161arico, <\/li>\n\n\n\n<li>ponudbo za naslednji nakup, <\/li>\n\n\n\n<li>priporo\u010dilo, ki se navezuje na njen zadnji nakup, <\/li>\n\n\n\n<li>ali pa preprosto vsebino, prilagojeno njej.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Search Engine Journal to opi\u0161e precej natan\u010dno: <a href=\"https:\/\/www.searchenginejournal.com\/remarketing-vs-retargeting\/379703\/\" target=\"_blank\" rel=\"noreferrer noopener\">remarketing je usmerjen predvsem v ponovno aktivacijo obstoje\u010dih strank<\/a>, kar pomeni, da lahko sporo\u010dilo prikrojite <strong>veliko bolj natan\u010dno kot pri retargetingu<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Logi\u010dno, saj <strong>poznate zgodovino<\/strong> te osebe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Remarketing tipi\u010dno temelji na <strong>prvoosebnih podatkih<\/strong> (angl. <em>first-party data<\/em>), ki jih nalo\u017eite v orodja, kot je Google Customer Match, ali pa jih uporabite neposredno v svojem <a href=\"https:\/\/madwise.si\/blog\/e-mail-marketing-ali-avtomatizacija\/\" target=\"_blank\" rel=\"noreferrer noopener\">e-mail marketing sistemu<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u010ce bi to razlagali na kavi, bi rekli takole: retargeting vas <strong>i\u0161\u010de po spletu<\/strong>, remarketing pa vas <strong>nagovori tam<\/strong>, kjer ste \u017ee sami pustili sled, v inboxu, na seznamu strank, v bazi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Remarketing vs. retargeting v praksi: hitra primerjava<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Retargeting cilja anonimne obiskovalce prek pi\u0161kotkov, remarketing pa znane kontakte iz va\u0161e baze.<\/li>\n\n\n\n<li>Retargeting te\u010de prek pla\u010danih oglasov (Google prikazno omre\u017eje, Meta), remarketing pa najpogosteje prek e-po\u0161te ali neposrednih sporo\u010dil.<\/li>\n\n\n\n<li>Retargeting je u\u010dinkovit za vra\u010danje ljudi, ki \u0161e niso konvertirali, remarketing pa za nego strank, ki so \u017ee kupile.<\/li>\n\n\n\n<li>Retargeting potrebuje sledenje s pi\u0161kotki, remarketing pa prvoosebne podatke, kot so e-mail naslovi v CRM sistemu.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Zakaj vas mora ta razlika brigati<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V praksi se izraza remarketing vs retargeting v \u017eargonu prepletata, tudi znotraj samega Googla, kjer je remarketing dolgo veljal za <strong>krovni izraz<\/strong> za oboje. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ampak ko <a href=\"https:\/\/madwise.si\/marketinske-storitve\/izdelava-digitalne-strategije\/\" target=\"_blank\" rel=\"noreferrer noopener\">sestavljate digitalno strategijo<\/a>, se razlika med remarketingom in retargetingom hitro pozna na rezultatih.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recimo, da je nekdo pred tremi dnevi brskal po va\u0161i produktni strani, a <strong>ni pustil kontakta<\/strong>. Takrat potrebujete <strong>retargeting oglas<\/strong> na Googlu ali na Facebooku, druga\u010de ga izgubite.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u010ce pa imate bazo strank, ki so pri vas \u017ee kupovale, in \u017eelite predstaviti nov izdelek, je veliko bolj smiseln <strong>remarketing prek e-po\u0161te<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Criteo podobno svetuje: <a href=\"https:\/\/www.criteo.com\/blog\/retargeting-vs-remarketing-whats-the-difference\/\" target=\"_blank\" rel=\"noreferrer noopener\">uporabite remarketing takrat, ko negujete \u017ee znane kontakte<\/a>, recimo <strong>pretekle kupce<\/strong> ali <strong>naro\u010dnike na e-novice<\/strong>, ker prav tam deluje najbolje za zadr\u017eevanje strank in navzkri\u017eno prodajo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Po na\u0161ih izku\u0161njah se najbolj\u0161i rezultati zgodijo, ko oba pristopa, remarketing in retargeting, <strong>te\u010deta vzporedno, ne izmeni\u010dno<\/strong>. Retargeting vas dr\u017ei pred o\u010dmi vseh, ki so pokazali vsaj malo zanimanja, remarketing pa gradi odnos s tistimi, ki so \u017ee rekli \u2018da\u2019.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Razlike med prikaznimi in iskalnimi oglasi po CTR-ju so precej\u0161nje, kar potrjujejo tudi <a href=\"https:\/\/www.wordstream.com\/blog\/2026-google-ads-benchmarks\" target=\"_blank\" rel=\"noreferrer noopener\">WordStreamovi letni podatki o Google kampanjah<\/a>, zato mora biti sporo\u010dilo v retargeting oglasu <strong>izjemno natan\u010dno usmerjeno<\/strong>. Sicer boste samo <strong>tiho tro\u0161ili prora\u010dun<\/strong> &#8230;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/statistika-ctr-prikazni-iskalni-oglasi-1024x512.webp\" alt=\"Statistika povpre\u010dnega CTR-ja med prikaznimi in iskalnimi Google oglasi\" class=\"wp-image-38094\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/statistika-ctr-prikazni-iskalni-oglasi-1024x512.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/statistika-ctr-prikazni-iskalni-oglasi-300x150.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/statistika-ctr-prikazni-iskalni-oglasi-768x384.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2026\/07\/statistika-ctr-prikazni-iskalni-oglasi.webp 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Podatek iz WordStreamovih letnih meritev potrjuje, da natan\u010dnost sporo\u010dila odlo\u010da o uspehu retargetinga. Vir statistike: <a href=\"https:\/\/www.wordstream.com\/blog\/2026-google-ads-benchmarks\" target=\"_blank\" rel=\"noreferrer noopener\">Wordstream raziskava, 2025<\/a>.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Kaj si velja zapomniti<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Remarketing in retargeting <strong>nista sinonima<\/strong>, \u010deprav ju marsikdo tako uporablja, tudi v na\u0161i panogi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Retargeting dela s pi\u0161kotki in anonimnimi obiskovalci, remarketing pa s podatki, ki jih o svojih strankah \u017ee imate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za rast <strong>ne izbirajte enega ali drugega<\/strong>. Eden vas dr\u017ei prisotne pri ljudeh, ki pri vas \u0161e niso kupili, drugi pa poskrbi, da vas ne pozabijo tisti, ki so.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u010ce vam postavitev sledenja, segmentacija ali same kampanje jemljejo preve\u010d \u010dasa, lahko poskrbimo za to znotraj na\u0161e storitve <a href=\"https:\/\/madwise.si\/marketinske-storitve\/google-ads-oglasevanje\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google<\/a> ali <a href=\"https:\/\/madwise.si\/marketinske-storitve\/facebook-oglasevanje\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook ogla\u0161evanja<\/a> \u2014 obe \u017ee vklju\u010dujeta <strong>postavitev remarketing in retargeting kampanj<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u010ce se vam zdi, da va\u0161e kampanje delajo <strong>bolj naklju\u010dno kot strate\u0161ko<\/strong>, <a href=\"https:\/\/madwise.si\/rezervirajte-klic\/\" target=\"_blank\" rel=\"noreferrer noopener\">rezervirajte brezpla\u010dni klic<\/a> z na\u0161o ekipo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kak\u0161na je razlika med remarketingom in retargetingom? Gre za ve\u010d kot le marketin\u0161ko terminologijo. Od pravilne odlo\u010ditve je odvisno, ali boste uporabnika dosegli z relevantnim e-mailom ali z oglasom ob pravem trenutku na pravem kanalu. Vredno branja.<\/p>\n","protected":false},"author":45,"featured_media":38092,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25],"tags":[],"class_list":["post-38090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-oglasevanje-na-spletu","entry"],"acf":{"alternate_povezava":"https:\/\/madwise-agency.com\/blog\/remarketing-vs-retargeting-difference\/","izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Remarketing vs retargeting: v \u010dem je razlika? - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Odkrijte, kak\u0161na je razlika med remarketingom in retargetingom, kdaj uporabiti posamezen pristop in kako izbolj\u0161ati u\u010dinkovitost kampanj.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madwise.si\/blog\/remarketing-vs-retargeting\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Remarketing vs retargeting: v \u010dem je razlika? 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