When you run a magazine ad, for example, you definitely do some targeting. You know if your target audience reads that publication. You have some control over placement and size. You control the message within certain publisher guidelines. That ad may reach 1 million plus readers.
But what percent of this million is actually your target? A particular fashion magazine might have a demographic 59% female ages 35-55. They may have some college education. And you know they’re interested in the type of fashion depicted in the magazine. But that’s a huge demographic.
One of the gifts that digital marketing has given us is the ability to dissect huge demographics. Whittle them down into very targeted groups to get super-focused on a specific kind of person.
Who’s that person? It’s the person most likely purchase what you sell. When you do targeting at this level, you create an ad that’s highly relevant to your target market. Because it’s so relevant, it connects on a level that more general advertising can’t. This connection gives it the ability to influence decisions. You do it without annoying traditional advertising techniques. You’re not showing the same ad thousands of times over a month’s period. Or interrupting someone’s
program over and over.
So, what kind of targeting is possible with digital marketing? You’ll probably be surprised. Let’s look at search advertising as an example. That includes AdWords. In this form of digital marketing, you target people doing searches in Google. Search results now account for about 64% of website traffic across the Internet. For businesses who’ve put strong focus on SEO (search engine optimization) as
much as 80% of traffic arrives from search results. Search advertising, aka PPC (pay per click) allows you to position yourself near the top of searches. That’s even if that’s not where your website would organically appear.
With search advertising, you can target people with a very specific:
- Education level
- Buying behavior
- And more
Do this by bidding on search queries that represent these specific targets. Build ads and landing pages around them to convert that traffic.
Social media advertising similarly allows you to narrow your target audience Use the data they’ve collected about their users. Tell Facebook, for example, to only show your ad to people with a very specific recent behavior, interest, location or other identifier.