Comparative Analysis of the Features of Remarketing Implementation in the Context of Digital Transformation: Service vs. Manufacturing Sectors

Abstract

This study analyzes sector-specific features of remarketing in manufacturing and service industries and evaluates its effectiveness in the context of digital transformation and sustainability. A mixed-method approach is applied, combining analysis of firms’ digital maturity with Monte Carlo simulation of advertising campaign performance. The results show that remarketing increases traffic, engagement, and ROI; however, its effectiveness depends on the sector and user behavioral responsiveness. AI-based personalization reduces ad fatigue and improves conversion stability. Manufacturing firms demonstrate higher but more volatile returns, while service companies show more stable performance due to greater digital adaptability. Overall, effective remarketing strategies require sector-specific adaptation to balance efficiency, technological investment, and long-term customer engagement.