The digital marketing sector is developing at an enormous pace and organizations are leaving no stone unturned to make sure their customers acquire precisely what they desire. The marketing industry has been powered by data and analytics and there has been great improvement when it comes to tools and platforms to serve ads to the users based on data obtained from various sources. This data is analyzed and it shows the advertisers everything they have to know about the consumer, their search history, internet behavior, choices, likes, dislikes. The entire target of online promotion nowadays is to show the appropriate ad, to the suitable person, at the ideal time.
How does Demographic Targeting operate?
Demographics are the guidelines or qualities that are utilized to segment the target audience into better specific groups. These details include age, gender, occupation, income, education, generation, social class etc.. Needs, desires, demands and consumption habits of individuals are frequently linked to these parameters. The word demographic represents a section having typical traits. When an advertiser desires to run a marketing campaign aimed at a specific group of people, the campaign is offered only to individuals having those typical traits. Making use of demographics advertisers have the ability to identify when and exactly where an advertisement is to be placed in order to attain maximum income. Demographic targeting works perfect when an item has buyers with clearly definable qualities.
For example – A company has a product or service which is most suitable for females who between the age group of 18 – 25 having an annual income of 4 lakhs. Here the demographic profile can be designed depending on the parameters of gender, age and annual earnings.
Demographic targeting is excellent unless you have more information or understanding of potential consumers. Nevertheless, in today’s world in which gigantic quantity of customer info is available, demographic targeting is reducing its sheen to more efficient, personalized way of targeting.
How does Contextual Targeting work?
In Contextual targeting, ads are usually shown according to the content present on the web page. Contextual targeting is also referred to as keyword targeting. Contextual targeting utilizes algorithms to understand the content material on the websites and match them with relevant keywords to display related ads as per the content of the web page. Keyword or contextual targeting remains one of the top mobile ad targeting tactics for promoters. Much like search promotion, it is possible to target, bid, report & optimizes on personalized keywords and reach out to new customers with highly relevant messages.
For instance – if a user is browsing for iPhone reviews, the website can feature adverts with the latest Apple iPhone offers or deals for other apple products and accessories.
These ads have greater, click through rate and better engagement because the ads are perfectly relevant to your search content. Such ads don’t irritate the user and thus conversion rate is high. Keyword or contextual targeting is among the leading targeting tactics for publishers.
How does Behavioral Targeting work?
Behavioural Targeting is the method of choosing prospects according to their internet activity. Such activity consists of search history, browsing habits, content read, geographic location, time and frequency of internet usage etc.. As the name indicates, Behavioral targeting is a strategy utilized to target people based on their conduct on the web. The user is tracked and user information is accumulated using browser cookies as well as other forms of tracking user exercise. This targeting method aids deliver advertisements to the people who would be most interested in them. Behavioural data can be coupled with other information like purchase history to produce a more detailed user profile for targeting.
For Instance – An ad could be displayed to you offering you to buy the apparels at 50% purchase, understanding of your browsing record that you are likely to buy more at the time of sale.
Behavioral targeting is an excellent leap forward from making use of demographic parameters and has helped enhance ad click-through-rates, increase user session and increased revenue.
How Appographic Targeting works
The world’s biggest independent mobile ad network InMobi has introduced a new program called Appographic targeting, which is an app interest based audience targeting technology that helps app marketers advertise apps to users according to their individual app requirements. Ads enable you to offer app ideas to users according to the apps they have been utilizing.
Just to illustrate – An e-commerce app can be advertised to users who use some apps that provide any kind of deals and discounts, market apparels or technology products, or apps that sell certain products like books and shoes etc..
InMobi analysed more than 10000 leading apps on the app store and identified key functional, design and engaging components that explain any app. Using these elements, InMobi defined 200 various app interests and categorized its one billion strong audience. Compared to demographic targeting, which groups users, based on Geo-location, device type and content; appographic targeting makes micro-categories based on specific consumer behavior. Appographic targeting works across applications like games, social, travel, e-commerce.
By aiming users based on their app requirements, ads can be shown to people who are assuredly to install the app. This results in sharper, more effective app install campaigns.
The advertising industry is increasing at an amazing speed and the potential of advertising is digital. With cut throat competitors and swift modern technology, organizations have to use modern strategies and control data to stay competitive.