It refers to a form of promotion that helps in marketing goods and services through internet to deliver advertising messages to the consumers.
Targeting Audience through Online Advertising
As we all know Online Advertising now a days has a fast pace of promoting and marketing products and service to the targeted user in a tremendous degree of accuracy and in a really fast way by placing ads on different websites and tracking them through different tracking methods. It helps advertisers reach niche audience with customized message.
Targeting your online advertising includes targeted audience that an advertiser wants to reach, these can be reached through:
Geographic: - Geo-Targeting helps in determining Geo location of the website visitor and delivers different content to the consumer based on the location as set by website. It reaches targeted audience of a particular place, state, city, country. It helps website owners and advertiser to restrict content in places where they don't want it to be viewed and displays content customized for that particular area or location.
Behavioral Targeting: - Advertisers target users from their behavior online, such as from search, visiting different websites and behavior segments For example, targeting companies establish an agreement with the publisher, who puts a code on his website(that collects information from the consumer). Then when the user is using that website, the site will put up a cookie on the users browser which keeps on updating as the user surfs online, this helps the advertiser to reach the targeted market through their behavior online.
Language:-Language targeting serves ads only to users who have selected to access the website in a certain language of their choice. This type of language targeting ads can be seen on regional local websites, it helps reach only those users who use the website in a particular language that the advertisers are targeting. For examples: - User using English, French, Spanish, Hindi or Punjabi etc. to access a website.
Interest:-Interest based targeting refers to delivering ads to people on what they care about, either for a long term or at a given moment. Google Ads and other keyword related search ads fit into this category because they only delivered those ads to people that they desire at that time. Ads on blogs or focus issued websites are also a really good example of interest based targeting. Campaigns can use interest based targeting to reach a particular person or group who cares about that subject at that time.
I feel that in a way, they way companies track our online behaviour is an invasion of privacy. Consumers should be able to search for what they want, when they want, and where they want to get it without having to worry about companies tracking their every move(assuming what they are searching for is legal).
ReplyDeleteI think now it is really important to target your potential consumer and trace and keep the primary data. From Applied Selling we learned it is much cheaper and easier to keep and maintain your original customers. And to target them by Internet undoutbly cut down the budget more and increase the efficiency. I could see this trends would be a main way to go in a short future.
ReplyDeleteWe have to remember that the "internet" is a public forum. This means no one person or corporation has total control and that's a good thing.In terms of privacy, Companies are always looking to cut costs and if it impedes on your privacy at little, they don't mind.
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ReplyDeleteAdvertising on the World Wide Web has been very popular nowadays,this is because the use of Internet by people has greatly increased.
DeleteInternet gives marketers an opportunity to reach a large number of their target audience with minimal costs and efforts and marketers can easily track the number of respondents to their online ads, They can directly interact with their customers or target audience and thus provide details about their product or service.
Good Job Sam
Advertising campaigns on the web have become very popular, and for good reason. With the interactive technology today, it's very easy for businesses to obtain valuable information about their target market customers, as well as track the results of their campaigns. They can also directly interact with their customers and learn exactly what their customers are looking for in the product/service. However, I fully agree with Amanda Camara's post in the sense that business can be aggressive at times, and they are invading our privacy. Customers should have the freedom to search and shop without businesses pretending that they know the customer, and aggressiveness attempting to get a sale.
ReplyDeletethe online campaigns are almost essential for a company's overall advertising plan. To only be advertising offline would not be strategic. There would need to be integration throughout the online campaign as well as the advertising being implemented offline. This would create consistency and brand loyalty.
DeleteThe cost efficiency and convenience of advertising on the web is what has truly driven marketers to use this specific channel to reach their desired target audiences. Primary data is essential to the development of marketing strategies and the internet simply produces the results marketers need in the shortest period of time. I agree with Amanda, at times the use of the internet by marketers to gather primary data can be looked at as an invasion of privacy to a certain degree, but unfortunately behavioural targeting via the World Wide Web is essential for companies to gather the necessary primary data they need . Well written article it was defiantly a real eye opener because many of us including myself don’t really realize surfing the web can be monitored and contribute to a professional marketer gathering data. It’s kind of disturbing the more I think of it lol cheers
ReplyDeleteI think its better and alot more accursate when you target your customers throught online advertising, because either way if they like it or not they will come across it on the webpage. Some online ads may draw some interest to others so it doesn't even hurt to try. Good Job
ReplyDeletetracking the way consumers use the internet is an extremely valuable tool for marketers and businesses as a whole. it is inexpensinve and can give a huge amount of information to the business. but, like Amanda said, if taken too far, consumer's privacy is at risk. this means that companies must take great care so that their customers dont feel like they are being watched by big brother.
ReplyDeleteyou couldn't be more right Dusan regarding the boundry online marketers must avoid over stepping when dealing with monitoring consumer web activity. By overstepping that boundry, you as the company could lose countless customers, especially on the internet because of the convenience and speed that word travels through the web especially on social media networks. great read, cheers
Deletetracking what people do on the internet makes it easier for marketers to place ads where they can find related traffic to what they are trying to sell. The privacy issue is not real big deal. I think everyone should be fully aware that when you are online someone is watching what you are doing in a sense. Its for your benefit and the marketers.
ReplyDeleteEven though it seems like an invasion of privacy by tracking people's movements online, it is really important to marketers to be able to have access to this information, and I'm sure we will all be greatful to have access to this information when we enter he work industry. Also, not only is online advertising great for reaching a mass audience at a cheaper cost; marketers and advertisers can use online advertising to make sudden and quick changes to product information, prices, new products and advertising strategies in a productive manner for the public to view and learn about.
ReplyDeleteTargeting by sigmentation such as demography, geography, interest, and behavioral in your online ads would be effective, and could generate a positive feedback.It would help tracking customer information to be easy and accurate. Great insight.
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ReplyDeleteI really like the video about YouTube's audience. It sums up in a few words the importance of segmenting a target group and targeting our advertising efforts. And this phenomenon is becoming more extended, as we have more and more websites with restricted content for different countries or age groups.
DeleteNice work.
The more targeted an advertisement is the more effective it is for businesses and the consumer. Consumers are receiving useful information that interests them and the business is creating awareness in their desired target audience. Therefore, targeting online advertisements is beneficial for both parties.
ReplyDeleteI feel that targeting your audience is probably one of the most important factors when it comes sending out a message. You always want to get that message out to the people who want to view it. It is pretty pointless to get that out to people who do not want to see it.
ReplyDeleteTargeting your ads can be made very easy when using Facebook for instance. State Bicycle Company has worked with facebook to grow their company and in turn their results show an annual incremental sales of 500,000$ exclusively from Facebook. 12% of traffic to the State Bicycle Co. website came from Facebook. That is amazing and truly shows how important online advertising is.
ReplyDeleteThis information was taken from this website:
http://www.facebook.com/advertising/success-stories/state-bicycle
So many aspects go into why someone will personally choose a product. The ability to filter out the reasons demographically, geographically, behaviour or language-wise narrows the scope to a focused point, allowing for a more streamlined ad campaign.
ReplyDeleteGreat post!
With the continued increase of the world wide web, online advertising is also going to continue to grow. It is the next generation of advertising, and seems to be the fastest way to be able to attract consumers. With programs such as Google using your demographics to target ads around that particular user, online advertising is the newest and one of the strongest forms of advertising.
ReplyDeleteAdvertising on the web is most certainly the easiest and most efficient way of advertising. Google Adwords is a growing at an incredibly fast rate, and its targeted advertising is very efficient, a wise investment for any firm looking to increase its exposure online.
ReplyDeletegoogle Adwords is a great way to find a targeted audience. Web marketing is very easy and very effective because they cover the world wide web. the unfortunate side is that if you dont target your web marketing correctly, you wont generate leads.. you need to have the right ad in the right place
ReplyDeletea perfect example of geo-targeting by coporations on the world wide web is online poker websites. Many countries have past legislation making online gambling illegal. So in order for these companies to avoid being tangled up in legal battles they take a geo-targeting approach to there marketing efforts in many cases, to ensure they do not accidently attract individuals who live in an area where the game is outlawed.
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