Heard of Hyper-Targeting?
Thursday January 29th, 2009
It’s the industry term for hand-picking the audience you want to advertise to. It’s building a head of steam thanks to social advertising through sites like Facebook and MySpace. It’s been common practice to advertise online to your demographic by selecting websites, targeting geographic locations and keywords. Even with these advancements, many online marketing campaigns... View Article
It’s the industry term for hand-picking the audience you want to advertise to. It’s building a head of steam thanks to social advertising through sites like Facebook and MySpace.
It’s been common practice to advertise online to your demographic by selecting websites, targeting geographic locations and keywords. Even with these advancements, many online marketing campaigns don’t realize their potential. Hyper-targeting aims to increase return on investment and cost-efficiency by displaying ads only to those people who have interests matching your product. Want to sell apparel to women aged 18-28 who are interested in “designer fashion” and “shopping?” Done. Need to target your new album to the right people so you can maximize buzz? You can display an ad only to those people whose musical interests match your influences.
This exploitation can seem like an invasion of privacy to some, but younger audiences and online shoppers are not only aware, but are growing appreciative of this new type of marketing. An article by “Seeking Alpha,” a stock market website, reports that at least 70% of shoppers admit making a purchase because of earlier advertisements and that 78% of the public is interested in seeing personalized advertisements.
This new marketing phenomenon, still in its infancy, has its shortcomings; almost 50% of shoppers received personalized ads that were “poor matches,” or, did not reflect their tastes or interests, which can be a turnoff. That sounds high, but when you compare that statistic to traditional media exposure, hyper-targeting is far more cost-effective, especially, when you hit frequent online shoppers. They are 50% more likely to purchase with a personalized ad as a starting point.
More consumers are turning to the internet for diverse shopping needs than ever before because they can be sure they are seeing relevant and competitively priced goods. Now is the time to start or expand your e-tail operation; those that familiarize themselves with this emerging phenomenon will be the most likely to reap its benefits.
Learn more:
http://seekingalpha.com/article/115877-personalized-ads-attract-big-retail-spenders-frequent-shoppers
