Be In The Know Blog

Using Audience Targeting to Reach Supermom

Posted by Ashley Williams on February 24, 2016 at 1:48 PM

Being a mom in the 21st century is a tough business. Stay-at-home moms, working moms and even work-at-home moms are facing increasing demands and pressures on their schedules. As marketers, it can be tough to reach a demographic that is seemingly always on the go and checking things off her to-do list with rapid-fire efficiency. While supermoms often power through the day with laser-focus, marketers can use audience targeting in a way that feels familiar, meaningful, and doesn't interfere with busy schedules. Ignoring the group just isn't an option. Moms are often the key financial decision makers in the household, according to a report by ClickZ

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Topics: Reach Extension and Targeting, Mobile Optimization and Advertising, Social Media Marketing

The Download on Tampa Digital Marketing Trends

Posted by Claire Hobby on February 12, 2016 at 10:36 AM

In Tampa, digital marketing trends are creating new opportunities for small and midsize businesses. Thanks to advances in GPS technology, users can find and interact with brick-and-mortar businesses like never before. This can lead to increased profits for business owners who are ready to experiment. However, if you don't have a background in new technology, it can be difficult to know where to start. Here are some tips for Tampa Bay Area businesses.

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Topics: Reach Extension and Targeting, Mobile Optimization and Advertising, Social Media Marketing, Local Listings Management

Measuring Ad Engagement in a Complex New Marketing World

Posted by Zuri Stanback on January 26, 2016 at 11:04 AM

Earlier this year, Ad Age proclaimed, "ROI Is Dead." It's certainly true that the digital age has given rise to many more tools measuring ad engagement and tracking consumer behavior, so it makes sense to create new metrics. But where to start? The sheer number of variables — Are your customers using mobile or desktop? Are they on Twitter or Instagram or Facebook? — makes for a daunting list of factors to consider. It's tough to know what really constitutes ad engagement in this complex new marketing world.

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Topics: Digital Marketing Strategy, Reach Extension and Targeting, Video Advertising

Programmatic Advertising 101: A Beginner's Guide to the Benefits

Posted by Monique Watford on October 26, 2015 at 9:52 AM

The processes involved in banner and display ad purchases can be inefficient as well as time-consuming. Performing certain tasks associated with digital marketing, such as dealing with ad tags, takes time and can keep you from other more important responsibilities.

Programmatic advertising is, in the most basic sense, a way for you to automate those simple but tedious tasks. Diverting them to an automated system frees up your time so you can direct your energy elsewhere. This technology is gaining traction quickly among digital marketers because it is extremely effective, efficient and improves daily work flow.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting

Bullseye: Targeting (and Retargeting) the Most Relevant Consumers

Posted by Zuri Stanback on June 15, 2015 at 9:52 AM

There's a reason some marketers consider retargeting to be the highest-value digital campaign, and it all starts with the audience you choose. Unlike many other types of digital marketing, which aim to reach new consumers and expand brand reach and visibility, retargeting concerns itself only with past website traffic and consumers who have demonstrated an interest in your products or services.

Retargeted ads, whether delivered through traditional computers or via a mobile retargeting strategy, attempt to reconnect with those prospects who have since moved away from your brand's properties without completing a conversion. The retargeted ads function as a means of trying to rescue and secure a potential conversion.

The trick to optimizing retargeting campaigns all hinges on the quality of their underlying strategy. Here's a guide to making the most of this digital opportunity.

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Topics: Retargeting and Remarketing, Premium Display and Banner Ads, Reach Extension and Targeting

Cross-Device Targeting: Reaching More Customers in a Multiscreen World

Posted by Zuri Stanback on May 20, 2015 at 9:27 AM

In August 2014, Facebook launched its cross-device targeting tool for digital ads, as reported by AdExchanger, which sent a clear signal that the social media giant is becoming accepted by marketers as a way to measure and reach Internet users across smartphones, tablets and desktop computers. Cross-device targeting occurs when a brand identifies a visitor to its website and subsequently serves an ad to that consumer when they are browsing elsewhere on another device. If a person is perusing Kate Spade handbags from her work desktop on the Nordstrom website, for instance, she may see a Kate Spade banner ad for a sale on her mobile Pandora app.

The goal of cross-device targeting is to more closely follow the new customer journey, requiring multiple touches to influence purchasing decisions. Here are three ways the tool will change your digital advertising strategy:

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Reach Extension and Targeting, Integrated Marketing

Geo-Precise Targeting: It's Time to Get off the Fence

Posted by Joseph Naylor on May 15, 2015 at 11:02 AM

If you want to deliver messages to the right audience at the right place and time, geo-precise targeting is the way to go. This marketing tactic helps you determine where your ideal customer is and deliver content to them based on that location. The increase in mobile users has made this hyperlocal strategy more relevant to a user's intent. Now you can serve up campaigns to people searching or viewing your products or services in a particular location, rather than where that user lives.

With geo-targeting, you leverage precise locations to increase your relevance to the user, as Google explains. This is ideal for targeting mobile users because you can set geographic boundaries (called geo-fencing) and deliver ads to mobile users when they enter this area.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting, Mobile Optimization and Advertising

Behavioral Targeting and 10 Ways to Target Consumers

Posted by Love Hudson-Maggio on January 30, 2015 at 10:04 AM

Behavioral targeting is a hot trend in digital marketing right now, and for good reason: data insights open up a whole new dimension for acquiring behavior-based insights. As opportunity-rich as it is, though, behavior isn't the only consideration that brands should be using to target consumers.

There are a multitude of ways to slice and dice a consumer base, and many are unique in how they single out consumers. Here are 10 winning methods for targeting your audience online:

1. Demographic

Demographic targeting is the most basic strategy for targeting. It shouldn't be used on its own because factors such as age and gender can be too broad. However, these facts are critical when targeting further within other, supplementary strategies.

2. Geographic

Geographic targeting has become much more valuable recently, thanks to mobile devices that make location information more accessible. If you're primarily concerned with consumers in a certain geographic area, this means of targeting ensures that you only spend ad dollars within that established region.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Reach Extension and Targeting

Hypertargeting: 3 Steps to Ensure Your Campaign Is "Just Right"

Posted by Love Hudson-Maggio on January 8, 2015 at 11:19 AM

One of the benefits of marketing online is that it allows advertisers to speak to the highly specific market of their choosing. So if, for expample, you represent a fertility clinic, you probably wouldn't market to men or women over 60. Instead, you would employ a technique called hypertargeting to define your target audience. Using the example of a fertility clinic above, marketers may wonder whether they should target women who have "liked" parenting pages on Facebook, those who live in certain areas or even those who fall within a certain income bracket. Marketers should be careful, though, about excluding potential customers by narrowing specifications too far.

Since there is no one-size-fits-all method to hypertargeting, the following guidelines can help you figure out how to target an audience that is broad enough to include different types of people and isn't so specific that you miss out on potential consumers.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting

Ad Networks: How Small Businesses Can Advertise on Big Websites

Posted by Love Hudson-Maggio on September 22, 2014 at 12:55 PM

The world's largest websites draw tens of millions of users every month. You would think the cost of advertising on these networks would be enormous, but that's not the case at all. Thanks to the rise of display ad networks, brands no longer purchase an online ad space entirely for themselves — nor should they want to. By utilizing display advertising, it's now possible to pay for only the most relevant visitors to those major websites.

This approach to online advertising has opened up marketing options for small and medium-sized businesses (SMBs). Today, display networks sell advertising on a visitor-by-visitor basis. Since the actual display ad is automated, it doesn't require any extra work from advertisers or the ad networks themselves. But it can save a lot of money over time for brands, which makes display ads all the more appealing.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting

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