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Blog - Targeting to advertise your business

Targeting to advertise your business

The word " Targeting " s an incomprehensible term for many Internet users
However, it is not surprising, because it is a highly specialized concept used in Internet marketing and web analytics. For the average user, this term is of no interest. But for the business owner, SMM promotion specialist, PR manager, on the contrary, this is an important and extremely useful tool.

Targeting concepts

Simply put, targeting is a mechanism used in marketing. It is needed in order to select from the millions of users exactly the target audience to which you want to convey information. Correct setting of the targeting will allow you to identify the audience by such criteria as gender, age, place of residence, preferences in music, clothing brands, hobbies, etc. What is it for? Very simple. A customer, such as a sportswear store, has a certain budget that he is willing to spend on an advertising campaign on the Internet. Accordingly, he must be sure that commercials or newsletters reach a potential buyer. Who can be assigned to this category? This is an adult, male or female, fond of sports. That is, those who may be interested in sportswear. These men or women should live in the country or region where the store sells. It makes no sense to show ads to a person living abroad, because he simply can not make a purchase. Accordingly, the store owner does not make sense to pay for displaying advertising to this user. Thus, we see that advertising is the most effective targeting. It will be shown only to those who are really able to respond to it. And at the same time, do not pay extra money for shows that will be useless.

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Differences between targeted and contextual marketing

It may seem to an uninitiated person that both of these types of marketing are identical. The owner of a store or company may have the idea of ​​“setting up targeting now,” and users will immediately see contextual advertising in banners. In fact, these are completely different things, and even their goals are different. Targeting marketing is aimed at users who meet specified criteria. And here it does not matter whether a particular user was looking for an advertised product. Perhaps he had no idea at all about the existence of such a product. And, having learned, can become a potential buyer. Contextual marketing is aimed at those users who have already searched for the product or service they need. Consequently, they will be highlighted advertising product, which they have already been interested in, and in recent times. After six months or a year, if the user is no longer searching for the thing he needs, then the ad will stop flashing offers related to this thing. Thus, it becomes clear that the task of contextual marketing is to respond to specific user requests, and the task of targeted marketing is to find these users. And it is important to understand. Since contextual marketing attracts people who can already be called potential customers. It just redirects them to you. And targeting makes it possible for a person to create a desire to become a buyer, to push him to this step. So, these two types of advertising should not be considered interchangeable. And you need to know which one will work in each case. On the other hand, they work excellently together, although they require a larger budget for the marketing campaign.

 

The Importance of Targeting Settings

Before proceeding to the settings, you need to understand which of them will be needed. And for this, data analysis is used. Data is most easily collected from cookies, with which you can determine the interests, tastes, needs of users, as well as their financial capabilities. Absolutly, such painstaking and monotonous work, as analysis, requires perseverance and attentiveness, or the involvement of appropriate specialists, who will be engaged in this work. After receiving the data and analysis, you can get a complete picture in the form of a graph or diagram. These are the most convenient solutions that allow you to quickly and easily see the information you are interested in. Now, let's talk about what parameters and how to set up targeting is best. There are actually not many such criteria: • Geographic location - advertising will be shown only to those users who live in your region / country: • Socio-demographic parameter - gender, age, place of work or study, approximate income level; • Show time - advertising is shown exactly at the time when users are most likely on the Internet; • User behavior - it is determined that he was searching the network, for example, “buy a phone”; • Interests of users - advertising is shown only to those people who are interested in this or that area. By making the sample you need, you will be able to reach “your” target audience and significantly increase your sales.

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