Targeting, or target marketing, is one of the pillars of online marketing. Companies often spend large sums on marketing campaigns. The goal is to make the product known as much as possible in order to increase sales. However, the product highlighted does not present equal interest for everyone. Targeting should therefore ensure that only potential customers of this product can see banner ads, videos or ads in the search engines. Among all the users of a Web site, the target marketing makes it possible to find a target who could be interested by the product or the service in question. The more accurate the filter restriction, the less the diffusion losses of the campaign are important.
Depending on the purpose, different targeting methods may be appropriate. Combine and analyze different methods to adapt your marketing measures to your future or existing customers in an optimal way
Loss of diffusion: definition
When advertising is distributed, if one reaches a wider field than the initial target, including broadcasting in many media, it is likely that the advertising campaign is futile. Because only a few targeted users are interested in your product, the sales and potential sales are not correlated. The loss of broadcast is the difference between the scale of the broadcast and the small number of sales . This results in unnecessary advertising expenses. Therefore, define a target and analyze its data on the pages visited, the favorite themes and the competitive keywords, in order to set up a targeted dissemination plan .
Graph illustrating the loss of diffusion
If the spread is too broad, advertising spend is less profitable compared to sales.
How does targeted marketing work?
The advertising networks such as Google AdSense, Amazon or Facebook Audience Network PartnerNet score points thanks to a multitude of statistics because their operators are market leaders in their respective fields (search engine, e-commerce, social media). Millions of users around the world provide them with personal information, use the search function and share their interests through likes. Advertisers design their distribution strategy based on these criteria. Ideally, users will only see ads that interest them. For example, if you are looking for a swimming area (beach, lake, river, etc.) at a local level, and you have indicated your family status or reported on Facebook that you had children, it is It is likely that we will receive advertisements for family accommodation in this area, or for beach toys. The reason each user sees a specific banner depends on the targeting method used.
do you want to do targeted advertising? Here’s our guide to ad networks like Google AdSense and its alternatives for small businesses.
However, the use of personal data is also criticized. On the one hand, the digital community is increasingly sensitive to data protection . The concept of a “transparent client”, for whom a vast amount of personal data is analyzed and evaluated or misused, has long since ceased to be a dream of the future. That’s why, despite all the zeal for personalized advertising, the security aspect can not be ignored when processing customer data.
On the other hand, to follow his customers incessantly in every corner of the Net often produces the opposite effect. Potential customers may be irritated if they receive personalized advertising with each new page they click. Some will then erase their cookies. The capping helps you optimize your targeting by adjusting the frequency of the ads.
Targeting methods: brief explanation
When farmers plant vegetables, they not only spread the seeds on the plot, but make sure to trace straight furrows, maintain a precise distance between the plants, and drive them one to two centimeters deep into humic soil. The grass seeds, on the other hand, are simply discarded and then well watered. If you change the method of cultivation, neither the vegetables nor the grass grow. Like this simple example, the result of a marketing campaign depends on customer requests and the choice of the targeting method.. It is therefore important to take the target into consideration and to combine the corresponding targeting tactics. We categorize the methods into two categories: technical targeting and user and environment targeting.
The technical methods used to analyze how much time passes your target on the Internet to determine its geographical position and its technical characteristics. With these methods, you can reach your target if it is receptive to advertising. In addition, you can ensure that devices and browsers display your advertising media in the best possible way. The targeting methods that consider the users and the broadcasting context of your content based on a thorough analysis of research and paths that your customers on the Web. It is at the intersections of these paths that advertisements should be placed that users will find useful or interesting.
Errors and limitations of targeting
Some errors can sometimes occur during targeting. Common causes are ambiguous terms and homonyms . If a keyword has multiple meanings, the ad may appear in the wrong place. If users are looking for the combination of “Tenerife” and “Pass”, for example, the search engine offers both hikes in mountain passes in Tenerife and information on official passports, visas and vaccines. Both terms belong to the theme of “travel”, but evoke associations of different ideas according to users: mountain hikes, winding paths and panoramas on the one hand, the passport, tedious administrative procedures and preparations for travel on the other hand.