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Take Yourself Out of Marketing: Targeted Marketing and Advertising Is Not That Bad

Ezinne Osemene, 2021 Summer Internship Program
Marketing & Advertising • July 21, 2021

Advertisements are heavily sent on social media including video posting platforms such as YouTube and more recently, LinkedIn. These ads interrupt videos to display their services, but they are not seen at random – the ads you see are based on your search histories.

There are many types of advertising strategies to reach all kinds of people. The sharing of advertisements is more personable now to users and customers on the basis of their location, interests, and demographic (depending on platforms). Ads are seen so frequently today that it’s important to work with a professional marketing and advertising agency to get you noticed in front of the right audience. 

With the emergence of digital location tracking systems, marketing and advertising agencies have a new method in promoting businesses at a wide reaching level.

Geofencing

What is Geofencing? 

Geofencing is a method of attracting customers by advertising to them digitally with the help of GPS tracking and radio frequencies. Businesses set up geofences by selecting an area in the vicinity of their services and send ads to the people that pass through that area. For example, if you are a boat dealership, you can serve ads to people who visit other boat dealerships with the intent that you capture their business instead. 

How Does This Work?

Marketing agencies are one of the biggest purchasers of data; and geofencing uses the tracking systems in cell phones to collect information about the places people frequent, roads they take and billboards they often see, for how long and what potential ads or information they saw on their phones that got them there in the first place. Marketing agencies then use this information to come up with better methods of advertisement. 

Advertisements are a big part of marketing, so with the advancement of technology, it makes it easier for businesses to understand their customers and reach new people on a larger scale. 

Geotargeting 

What is Geotargeting?

While geofencing are digital maps within an area, geotargeting is the process of sending those ads at the right time. Ads have to be relevant to the people that are in a particular area, so marketing agencies collect data on the people in their target area and on where most of the traffic comes from. In sending the right ad at the right time, marketing agencies track interests and search terms.

Similar to how Google Analytics and Google Ads can provide behavioral data on a person’s internet usage, geofencing utilizes GPS tracking (serial codes of phones, in particular), zip codes and IP addresses to track what people are looking at on their phones. Geotargeting uses your phone’s serial code (not your personal information) to send you ads accordingly. 

How Does This Work?

If you have been searching for a good washing machine, you receive an ad about a sale on a washing machine while you are at a particular competitor’s store looking at washing machines. 

Website Retargeting

What is Website Retargeting?

When on the internet, we as people tend to search for things that we need, want or that look interesting. Forbes reports that approximately 92% of people who visit a website are not ready to purchase your product or services – in other words, just browsing. Website retargeting regains contact with customers after they leave your site or e-commerce store. This type of advertisement shows ads to potential customers’ screens after they leave your website. 

How Does This Work?

Businesses can install cookies and use websites to show ads. The most basic example is notifications that you left items in your shopping cart. Ads that express that there is sale going on for a particular item you were looking at while browsing the internet is another example. 

Sending ads to capture a client is important but ensuring that you regain the attention of people that visit your website and purchase your product or service is where the value truly is.

Types of Retargeting Platforms

Facebook Pixel: Facebook allows you to install a Pixel, which is a code that is installed on a website for retargeting efforts. It tracks the funnel of searches and pages that lead users to your website and the Facebook ads they saw before reaching your page. It gives marketing and advertising agencies information on which ads work and how to best market and advertise certain products or services. One advantage of Facebook is that inherently it was designed as a social platform, and unlike Google, it is best used when targeting demographically as it already has a background on the users. Of course, which platform you use all depends on your business objectives and industry.

Google Remarketing: Google’s remarketing platform assigns a tag on your website that collects data on users behaviors which help in targeting audiences based on their actions and characteristics in order to make advertisements appeal to the right people at the right time. Google is largely used by millions of people, so with their remarketing platform, you are able to reach a large amount of users. With Google, you are also able to see reports that show the types of people that are responding to your ads, and maintain a method to keep them engaged.

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