OK, so you’re targeting your direct mail, print, and local broadcast by zip codes or subscribers to magazines or newspaper readership or cable channel zones. That’s what you – and most other small and medium size businesses (SMB’s) – have done for decades to generate traffic and awareness that your doors are open.
The problem is that you know it’s so 20th Century and you have a sense about moving into the Digital Age, but you’re not sure where to begin.
Start with what you know: good marketing still means getting the right message in front of the right audience. Internet marketing offers clear alternatives to some of the massive dollars still being spent on direct mail, print and local broadcast.
With Internet advertising, your ad dollars are spent more efficiently by reaching more precise targets.
First and foremost, recognize that the Internet can gather better targeting information than the static traditional methods. Digital data is so widespread in our lives that it’s coined the term Big Data because of the volume, variety, and the velocity at which it’s generated.
Secondly, the best targeting begins with 100’s of millions of individual data profiles. The more characteristics/data points in each profile, the more precisely profiles can be selected and aggregated into targeted audiences with the means of reaching them based on their histories of where they go online.
The data is gathered from sources like your online registrations, cookies, and click/visit activities, plus what’s compiled from social platforms, blogs, sharing sites, Tweets, retail apps – even those cards you swipe at check-out for discounts – are analyzed and modeled for aggregation into very large hyper-targeted audience files for online display advertisers.
These huge troves of data are much more extensive than what search engines like Google or Bing can gather from user search histories. Search Engine Optimization/Search Engine Marketing is effective for reaching audience members that are specifically seeking something at the time, but that only scratches the surface of targeting.
Data-driven Online Display Marketing allows advertisers to create campaigns that serve their ads to large audiences, where and when the users that meet their customer profile will most likely see it.
The two strongest types of targeting are Behavioral Targeting and Contextual Targeting.
Behavioral Targeting uses profile information that is based on an individual user’s viewing behavior to target ads specific to their interests.
Contextual Targeting serves advertising messages based on content being viewed on an individual Web page. Contextual targeting can often be hyper-targeted geographically (Zip code, neighborhoods, cities…) because the content is often of a local context. Contextual targeting based on the Web page being viewed is also an excellent means for real-time targeting based on the viewer’s interests; e.g., vacation, sports, health and wellness…
If your advertising spend on print, direct mail, TV and cable is 10’s of thousands of dollars annually, you owe it to yourself to move some of those dollars into Internet display. Then you’ll have a mix of marketing channels that blends the new with the old.