Ever watch TV while you’re also checking your phone? Maybe you’re a real multi-tasker—using the TV, phone and tablet while asking Alexa to place an Amazon order! Well, you’re not alone. Today we’re connected, distracted and bombarded with more media than ever before. And this is the challenge for marketers- how to break through the clutter and deliver a marketing message that has impact. One of the most effective ways to do that is to target exactly the right consumers with the right messages at the right time. And digital media enables you to do that with precision. So here are a few ways that you can use digital ad targeting to improve your marketing results.
Geo-Fencing: Target Users by Place and Time
Geo-fencing enables your business to send ads directly to mobile phone users within one or more locations (or fences). This type of digital ad targeting is all about location, location, location. It works like this. You pick some geographic locations where you want to deliver digital ads. We call these fences and they can be as small as a city block. Then when someone enters one of the fences with the location service activated on their smartphone, your ads get delivered to the websites and apps they see while they are there. The power of this strategy is that your ads can be relevant by time and place. For example, you can target the stores of your competitors. Or you can target a large sporting event, a concert or a shopping center. And your ads are relevant to consumers who are there which makes them break through the clutter and have impact.
Targeted Display Advertising: Target Users by Demographics and Interests
Ever see ads on the websites and apps you visit? Do you wonder how these businesses have reached you with digital ad targeting? Well, you can run these ads for your business and you can target them based on a user’s approximate location, demographics and interests using targeted display advertising. So you want to reach higher income parents who are interested in sports? Sure. Younger people who like to travel? No problem. There is a vast network of sites and apps where you can target your ads with impact. This strategy works well to create brand awareness or to advertise sales or events.
Paid Advertising on Search Engines: Target Users by Search Engine Queries
Paid search advertising (a.k.a. pay per click) is by far the fastest and surest way to drive traffic to your website and generate leads. This is possible because your ads are only shown to people who are using relevant search terms on Google or Bing. These terms are selected by the advertiser, which means you have control over what products and services you promote using this method of digital ad targeting. Another huge benefit to “pay per click” advertising is that you only pay for the clicks, not impressions. One especially effective technique for using paid search advertising is with “near me” searches. Ever use your phone to search for something “near you” like a restaurant? Well, you can buy these search terms and put your brand in front of these customers who are about to buy.
Find the Right Technique for Your Business
These three techniques are just the beginning of how you can use digital marketing to reach exactly the right customers, at the right time and in the right place. At FMDi, we’re happy to discuss and help you plan the most effective ways to meet your digital marketing goals. Contact us today and let us know how we can help with your next marketing campaign.