Unless you're a big company with deep marketing pockets, many high-volume channels are too inefficient to be embraced as a campaign platform. Small businesses could decide to invest in television ads, newspaper print ads, billboards and other high-exposure marketing mediums, but unless the businesses have a broad consumer base — think plumbers, dentists and other businesses needed by the vast majority of any population — this type of exposure doesn't deliver enough value to match the cost.
The reason these campaigns don't work for most small to mid-size businesses is that there's no control in targeting consumers. You may reach a large audience, but without refining that audience through various targeting strategies, many of those ad views will be wasted on consumers with little to no interest in your company. Digital ad networks alleviate this problem by allowing businesses to target consumers in several ways. The result is cost-effective advertising that shows your advertisements only to highly relevant consumers. Here are some of the most effective targeting strategies used on these digital ad networks.
Narrow by Demographic
Demographic targeting is one of the oldest forms of targeting, not to mention one of the most important metrics that advertisers have used over the years. This is best exemplified by television advertisers who target the coveted "young adult" age groups and pay top-dollar to advertise on shows with largely upper-class viewerships.
Demographics can include education, age, race, income level, gender and a variety of other basic metrics that can be determined through today's ad targeting technology. If businesses are focused on marketing solutions to single, middle-class females between the ages of 18 and 35, they can easily do this through a digital ad networks.
Key in on Consumer Behavior
Behavioral targeting is a tactic that has boomed in the digital era, mostly because marketers now have reams of behavior-based information at their disposal. Consumers may not realize it, but their every action is being tracked and quantified by data firms that create consumer profiles for each user. This information can then be utilized for targeting consumers in a variety of ways. Web browsing history, consumer shopping actions, past viewed items and even the point at which you abandon a purchase — all of these can be used to determine when and how digital ads are displayed to you. According to Business News Daily, behavior marketing has enjoyed widespread adoption by major marketing companies for one simple reason: It works.
Embrace Local and Context Targeting
Local marketing is a type of context marketing that has come to rise through the increasing use of mobile devices. While the location-based services built into smartphones makes them useful multifunctional tools, they also make them fantastic resources for targeting consumers efficiently. Digital ads can be displayed based on
- A consumer's location
- Search queries for business contact info and directions to physical stores
- Proximity to brick-and-mortar business locations
- Other circumstantial variables affecting a consumer
The versatility of consumer targeting through these ad networks offers plenty of latitude in choosing your marketing approach. If one strategy doesn't deliver the results you want, adjustments can be make to increase your efficiency in reaching consumers and driving conversions.