Targeting – a sample chosen from all visitors of any platform, where the concentration is on the group of people who meets the specified criteria or the target audience. The meaning of the term “targeting” comes from the meaning of the target which is “an objective” or “a goal”.
The purpose of targeting is to create a targeted advertising and informational message. This message has its concentration on a certain part of the audience, and, thereby, increase the efficiency of interaction with the audience, and get more benefits from that interaction.
Therefore, targeting allows you to show advertisements to the target audience, which leads to an increase in the effectiveness of the advertising message. Internet targeting allows advertising banners to be displayed in accordance with the interests of visitors to the information platform (information page).
Mechanisms of targeting.
Businessmen can monitor their audience at the stage of gathering information. At this stage, targeting track consumer tastes, find out which web pages, shops that they visit, what actions they take on the Internet, what they are interested in, etc.
The stage of information analysis allows us to make a conclusion about the preferences of the target audience, tastes, methods of communication, ways of purchasing, It comes from significant amount of data on a large number of users. Accordingly, for the advertising campaign, only those target groups are selected that include the largest number of potential recipients of your advertising.
At the next stage, it is possible to provide an informational message, product, service to the target audience. The system defines the audience and creates a promotional message.
IT specialists place an advertising only on those information resources that potential audience visit (certain sites, pages, sections of stores, sections in magazines, television programs.
- Subject targeting.
- Contextual targeting.
- Time targeting.
- Socio-demographic targeting.
- Behavioral targeting.
Targeting tasks by their types:
A display of advertising and informational messages on information platforms corresponding to a specific subject;
A demonstration of the message in accordance with the interests of visitors of the advertising platform;
A display advertising target audience with restrictions on the geographical principle, limited to some geographic region, the selected advertiser;
A display advertising, for example, only in the morning or in the evening, on weekdays or weekend. Therefore, this type allows you to limit the display of advertising and concentrate on the temporary preferences of the target audience;
A concentration on a specific age, gender, income, social status, etc .;
One of the most effective types of targeting. The purpose of behavioral targeting is to reduce the amount of collected information about user actions. For instance, their travel routes, favorite places to visit, ways to make purchases, etc.
Best features of behavioral targeting.
Finally, it is important to mention that behavioral marketing works in combination with other techniques. Marketers also use behavioral targeting for so-called retargeting. Behavioral targeting works particularly well when selling niche products. It also works when manufacturers do not need to reach most of the Internet audience.
Retargeting – re-targeting advertising informational message to those who have already been covered in the previous stages of the advertising campaign.
Limiting the number of impressions to one user – one of the subtasks of targeting. It allows you to adjust the number of impressions of an advertising message to one unique user in the process of his or her interaction with the advertising platform. Therefore, specialists use this technique in banner advertising.
An example of targeting:
Nowadays, technology allows to track the users of any platform and then analyze their tastes via cookies. The technique collects so-called profiles that contain data about browsed sites, search queries, shopping in online stores, etc. After receiving such a profile, the advertising service can clearly imagine the portrait of the object, learn its habits and preferences, become the owner of contact information. The system can create an advertising message after defining the audience. Then, the system publishes this advertising message on the resources that the audience visits.
This method of marketing is very effective in making any type of business in real life or on the Internet. Finally, following the rules and good techniques may lead to the success in advertising of your business. But never forget about the tastes of your audience.:)
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