Advertising Media Trends – Visitors and Marketers Join Forces for Effectiveness
What is the most cost-effective and -efficient way to reach our target audience? That’s the most predictable question asked of advertising media professional. Luckily new trends evolving in the digital arena have provided a whole host of opportunities that can answer that question. With these programs clients can target key consumers when and where their interest is peaked. Let’s explore.
Geotargeting: The practice of aiming advertisements for products and services at specific markets based on the physical locations of the potential buyers. This can be done on a broad-level by continent, and from there it scales down to country, state, Designated Market Areas (DMAs), cities and finally zip codes. Why waste money on a national buy when you only want to reach those in Dallas, TX.
Behavioral Targeting: This practice uses cookies to put ads in front of people who should be more receptive to the particular message given their past Web behavior, including purchases and websites visited. For example you are in the automobile business. There are many behavioral models available to target your audience if they are looking for new vs. used, a car vs. truck, a Chevy vs. BMW. All of this data can be leveraged to make sure your ad is front of the right people.
Look-A-Like Targeting: Using pixels on a website captures the general profile of visitors. The model build is a profile that includes demographic data – male/female, average age, interests and behavior. From there the model is used to find other users of the Internet who look like the profile developed.
Retargeting: A highly-targeted method of advertising, this method allows a marketer to follow its site visitors to other sites and serve relevant messages. They receive the ad in unexpected places, and the ad could contain items that they searched for on the site. For example, Coldwater Creek, one of many marketers who use retargeting, serves banners showing the items of clothing reviewed in the last visit to the site.
Search Retargeting: A form of retargeting employed by online marketers that target an audience based on the searches they perform on search engines. .
Predictive Modeling: When users sign up with Internet Service Providers (ISPs), the small fine print allows the ISPs to follow users anonymously. They gather basic demographics and then collect data on site visits as well as patterns of behavior. That data is used to create a predictive model to target consumers based on their likely interests. For example, think about car buyers. Predictive Modeling allows for a car company or dealership to target those customers most interested in purchasing a certain brand.
This is a win-win for both users and marketers. Users get more relevant messages more often and marketers get access to the most likely buyers for their products.
M/C/C is one of the top Dallas advertising agencies. They also offer SEO, social media, and OR services as well. For more information about the company be sure to visit their website.
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