This is the summary of a behavioral targeting article by Kaifu Zhang and Zsolt Katona, which studies the strategic aspects of contextual advertising. You can get the pdf of the original behavioral targeting article here: Contextual Advertising.
Ad Networks help advertisers post ads on publishers’ websites. The two latter entities rarely contact each other. Both advertising networks and advertisers want to improve their ad campaigns, and so they look for means to enhance ad features such as the formats, channels, and marketing forms. These are only short term solutions, so AdMotional offers long-term solutions to make ads highly effective. This is the summary of a behavioral targeting article by Manfred Meyer, et al. You can get the pdf of the behavioral targeting article here: AdMotional: Toward Personalized Online Ads.
Response rates to banner ads have decreased dramatically, paving the way for two strategies for online advertising. One is ads incorporating audio and video to make them more appealing, and the other is Google developing Adsense; displaying simple text ads that are targeted to content. This is the summary of an article written by Avi Goldfarb and Catherine Tucker, which investigates both strategies and their effectiveness for online advertising, and how consumer perceptions of privacy and intrusiveness affect them in such. You can get the PDF of the behavioral targeting article here: Online display advertising..
What are Targeting Strategies?
Targeting strategies are generally used in terms of advertising as ways to maximize sales profits by directing marketing projects directly at the most likely consumer base. There are several different targeting strategies but the basic goal of each remains the same, to identify the target market or audience who is most likely going to be interested in buying your product so that you reach the people who will make a purchase. In general, the aim is to spend money reaching only consumers who want your services instead of a wide audience out of which only a few people may be interested in your services or products.
Different Kinds of Targeting Strategies
Along these lines, some of the most popular and frequently used targeting strategies are consumer marketing strategy, behavioral targeting, contextual targeting, and segment marketing. The common link of most of these targeting strategies is based around identifying the needs of your target audience and tailoring your marketing efforts so that you meet their needs and wants. Of course, in order for any of these strategies to work to their best they also require the proper consumer research to identify who your target audience is.
Offline Targeting Strategy
A popular offline targeting strategy is to create a brand name and style that carries a stigma that your target audience can identify with. For example, back in the nineties when the economy was still healthy Abercrombie and Fitch marketing affluence and exclusivity at middle class society and as a result created a clothing label out of thin air that was the requirement for all teens and college kids. Their success did not happen overnight as they participated in wide consumer research strategies throughout their period of success to provide what they deemed their audience wanted.
Advertise to your Target Audience!
For an online business, targeting strategies include consumer research that focuses on the willingness of their target audience to spend versus the relative need they have for a product. It also focuses on the consumer behavioral habits of consumers which are roughly defined as browsing habits. Then, the real trick is placing marketing advertisements in an area where the target audience surfs that is directed at the research that defines what will make them bite. While it is a twofold process, the payout is that most browsers will take the chance to look at the product offering and maybe purchase versus a wide scale marketing effort that only succeeds in a few people taking a glance.
Contextual targeting is the practice of aiming your advertising efforts directly at the audience who is interested in your product. At its core, it is an advanced form of context advertising online or a smart form of context advertising based on the content that is provided within a website. The aim of contextual targeting is to place your advertisements on web pages that deal specifically with your product so that you reach only consumers who are interested in your product or service instead of a wide range of people who may have little interest in what you are selling.
A great example of contextual targeting is Google Adwords which works by scanning the content of a webpage and then placing advertisements on the page that are directly related. For example, you may visit a website that is largely about hot dogs, but instead of receiving advertisements about canines, you receive ads about the food item because contextual targeting is “smart” enough to define the difference in the terms and context of the word “dog”. Placing your marketing projects in the hands of a group that offers contextual targeting or placing advertisement on your website using contextual targeting is a great way to receive higher profits for your business because you are focused directly on your target audience.
Of course, there is some human logic behind contextual targeting and a great deal of that comes from extensive behavioral research. By identifying the way people browse the web it becomes easier to identify what contextual advertising venues are the best for reaching a target audience. There is of course some subjectivity in contextual targeting as there is in any marketing venture, but if a reliable service or consultant agency is used than generally the results of contextual targeting include doubling profits by at least half.
With contextual targeting growing in popularity, especially since Google offers the service, it is almost essential to use a part of the concept in all online marketing projects or risk falling behind in the competitive market. From small to large businesses and organizations marketing strategies are getting much more competitive online, so it is important to utilize every tool that is at your disposal for success including contextual targeting. With the right marketing team or a specialized consultant group contextual targeting can be used to cater your advertisement to a target audience instead of waiting for your target audience to find your information, product, or service.