Technology is always evolving but marketing principles have not changed. As the platform use for advertising has shifted from print to radio, from billboard to TV and internet (website and social media) some key points remain perpetual. In our current society, a digital society, companies have involved into digital marketing having them reexamine their target market.
Digital ads aren't like magazines or traditional TV ads in that there is a plethora of targeting options from targeting devices to reaching specific people. In this article, you’ll learn about different types of targeting, technology used for targeting, and how to target more effectively.
BEST PRACTICES FOR TARGETING
Don’t over-specify. Avoid making your strategy so specific that you end up with a reduced pool of potential customers. Piling a variety of schemes on top of each other is called hypertargeting, and is likely to hinder your campaign's performance by reducing your audience.
Target appropriately across media. Don't address your audience purely from one front; you may be reaching a different audience with your mobile and social strategy, and consumers interacting with your message through these channels may behave differently than they would through other channels.
Think strategically before tactically. You know your clients and their objectives. The objectives for targeting on a local scale are very different than targeting at a global scale, just as the objectives for a CPG advertiser with a short conversion cycle versus a longer term cycle.
Use past campaign analysis to revise your targeting strategy. It may sound obvious, but careful tracking of pacing and performance across past campaigns will tell you how well your message resonates with your target audience. If your message is underperforming, it may be the creative – or it may be that the audience you have set doesn't mesh with a particular medium, or perhaps you've defined your target audience too narrowly.
Frequency cap. Bombarding your audience over and over tends to lead to decreased engagement with an ad, and at worst, overexposure can lead to a negative association with your brand. Industry best practices place the frequency cap at 3.
A/B test. This is best practice for all types of advertising, and will help you better measure your campaign's success and plan for future retargeting campaigns.
Burn pixel. Just as consumers don't want to see the same retargeted ad 50 times, they don't want to continue seeing ads after they have converted, such as making a purchase. An easy solution is to use a burn pixel, which untags viewers as recipients of your ad once they have made a purchase.
We hope these best practices can assist with your market share. Contact HMN to learn how we can target your market correctly. Email us at firstname.lastname@example.org.