Why Target Advertising is an Important Marketing Component Today
Social media profiles offer a great opportunity for target marketing. Brand marketers can target customers based on their interests, behavior, demographics, location, mobile OS, etc. Analyzing social media data, advertisers can leverage the various trend curves to optimize the relevance and efficiency of marketing campaigns as well as add greater value to target advertising.
Online advertising is a quick and budget-friendly way of reaching out to target audience. However, the increasing popularity of social media, mobile Internet surfing, and mobile applications have caused a steady decline in banner advertisements on the web. Online advertisers now focus on platforms that enable them to target consumers based on demographics and usage patterns. In this regard, mobile-targeted ads are the most effective in tapping today’s mobile users. Through targeted advertisement, advertisers can find and engage the most relevant audience by filtering internet users on the basis of their online behavior. Social media provides specific filtration for leveraging current market trends and target audience analysis, which significantly increases the number of relevant clicks as well as sales.
In case of Facebook, advertisers can target customers on the basis of their behavior, demographics, interests and location. Advertisers can target specific audiences with the custom audience features, including targeting the company database or similar audience. On the other hand, Twitter offers a wide range of categories and also allows marketers to select people/brand profiles for target marketing. As far as results are concerned, advertising on social media delivers real value. Moreover, marketers can also track a vast amount of data pertaining to users’ behavior towards targeted ads.
Mobile applications are the next best means of increasing brand recall and brand engagement. With the help of mobile-level targeting filters, marketers can target apps that are compatible with certain specifications. Targeted advertising is usually a smart practice to successfully run high-performance ad campaigns. However, timing also plays a crucial role in online advertising. For instance, when a food delivery offer is promoted to office-going audience during lunch hours, showcasing delectable delicacies boosts conversions and hikes sales.
Behavior targeting, or interest-based advertising, is the practice of analyzing and leveraging users’ internet surfing patterns. In this way, marketers can deliver ads to only those internet users who have interests in similar entities. It is transparent, safe, and empowers web users by delivering only useful and relevant content. Users are grouped together based on their previous internet surfing activity, and ads are delivered as per their shared interests. Relevant ads can also be delivered on the basis the web content that a user regularly views. This technique is called re-targeting, and the collated data of audience can be used to create look-alike audience on Facebook ads manager as well.
Advertising alone is not enough for successful marketing, there needs to be a mechanism to track the success of campaigns too. Conversion tracking is very important to gauge the effectiveness of marketing and advertising activities. By segmenting campaigns for different target audiences, advertisers can analyze which segments lead to higher conversions. It therefore enables them to optimize the performance of ad campaigns.
In conclusion, although the World Wide Web is vast, niche targeting and social media advertising are simple and cost-effective techniques of increasing sales, while also engaging with the end-user and developing stronger and long-term customer loyalty.
