Advertising is a key aspect of any business’s financial success. Without advertising, customers and companies will not come together and cannot ensure that they each provide what the other wants.
The problem is that, especially in the modern era, much of the advertising produced is pointless or counter productive.
This is especially true of non-targeted, generally broadcasted advertisements, such as TV spots, radio ads and traditional banner ads. These advertisements invariably reach out to many people who are uninterested in them, as well as annoy users who might be casually interested.
For these reasons, most companies have now shifted to what is called “targeted advertising.”
Targeted advertising uses various information gathering techniques to determine what people want or already have, and then advertise to them accordingly. If you have ever seen a Google ad that talked about something you already said you wanted or got suggestions from Amazon based on past purchases, then you are familiar with how targeted advertising works. You are also familiar with how more effective it is, since it is asking the viewer to consider an item which they either already want or will go with something the own or intend to own.
Here are some practical ways you can get started with a targeted ad campaign:
Use targeted video ads
The allure for businesses is easy to understand. Not only do video ads reach a growing number of people, but they also can be targeted in a way that traditional advertisements cannot. They can take viewing and browsing history into account. They can even learn from that person’s previous ad experiences.
Hulu, for example, offers users an ability to select whether or not an ad is relevant to them. If it is, that ad – as well as spots for similar products – will appear more frequently as a result.
More so than an older audience, a young demographic is more interested in doing things than in purely reading text. With this in mind, if you’re targeting a younger audience make an attempt to diversify your blog with an eye towards interactive elements. These don’t have to be sophisticated games; even making your audience click through to different tabs, pictures, and ideas can be beneficial.
Marketers have begun to capitalize on this trend by offering mobile and tablet advertisements targeted towards users in specific geographic settings. For example, a person using Google to get walking directions may see an ad for your business located along the route. You should also take advantage of another popular Google service, known as AdSense.
Keep in mind that Google, Bing and other search engines tailor their advertisements and ad services to this information, and you can hire them or purchase advertisements through them in order to maximize your exposure.
Phorm investors have seen that this is not only viable, it greatly increases company image because customers do not feel annoyed or the victim of a “hard sell.”
Targeted advertising is also less expensive than traditional advertising. Because it only needs to be hand delivered to a small subset of persons, there are no expensive delivery or production costs. Because the advertisements are targeted, there is no need to make them big, flashy or eye catching. Usually a single headline, price listing and product description is more than enough. This simplicity also means that small businesses can avoid the expensive graphic design process and focus on their product. Therefore, targeted advertising is an excellent option for any business which needs to advertise the right way.