Targeting is an advertising mechanism, which allows to segregate the visitors from the general audience, who meet the set criteria. It helps increase the effectivity of the campaign. Targeting is also used in email marketing for segmentation. Find out more.
This video made by tutor2u considers 3 marketing strategies along with its benefits and explains the way to combine them effectively.
- The audience is monitored on the stage of gathering information. On this stage of targeting, a marketer monitors consumers' tastes, finds out which stores are visited, what actions are carried out on the Internet, what the users are interested in etc.
- The information analysis stage allows to make a conclusion about the preferences of the target audience, tastes, ways of communication, ways of purchasing from a significant amount of data about a large number of users etc. Accordingly, only those target groups are selected for the advertising campaign, to which the largest number of potential addressees of your advertisement belongs.
- On the next stage, it is possible to present an information message, a product, a service profitably for the target audience. After the audience is determined, an advertising and information message is created.
- Advertising is placed only on those information resources that are visited by a potential audience (certain sites, pages, sections of stores, departments of the stores, television broadcasts).
- Theme-based targeting. Advertising and information messages demonstration according to a certain topic.
- Contextual targeting. Messages demonstration according to users’ interests.
- Geotargeting. Advertising demonstration according to the geographical principle, limited by a definite geographical region, chosen by the advertiser.
- Behavioral targeting. One of the most promising types of targeting. The essence of behavioral targeting is the introduction of a mechanism for collecting information about users’ actions: routes of travel, favorite places of visits, ways of shopping etc.
- Sociodemographic targeting. This is a concentration on a certain age, gender, income, social status etc.
Targeted email marketing
Marketers use targeting to craft relevant and personalized email campaigns. This mechanism allows to divide your mailing list into small segments with common interests and offer them different goods and content. Doing this, you'll get higher ROI and ensure customer retention.
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- The article "The Importance of Targeting in Marketing (And How to Include It in Your Strategy)" on Alexa blog covers the term of targeting in marketing. It explains why it is so important, provides tips on how to get started, identify market opportunities and use target marketing to improve your strategy.
- The article "The segmentation, targeting and positioning model" on Smart Insights explains how to apply these 3 strategies to digital communications.
- The article "Target Marketing and Market Segmentation" on The Balance Small Business defines target marketing, explains how it works in combination with segmentation and offers McDonald's case study to examine.
- The article "10 Targeting Opportunities Most Marketers Are Missing Out On" on HubSpot gives consideration to targeting opportunities in email marketing, social media, paid media, and a website.
Last Updated: 2019-11-12