Targeted Advertising: What It Is and Why It Works Better Than Regular Advertising

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What do a fisherman who goes fishing with bait specifically selected for a certain type of fish and a modern marketer have in common? Both know the importance of targeted actions. Targeted advertising, or simply targeting, is the art of delivering an advertising message precisely to the hands of an interested audience.

1. Targeting is the key to advertising effectiveness
Understanding Targeted Advertising
With its roots in direct marketing, targeted advertising has evolved along with internet technologies. Today, it is algorithmically configured ad impressions to users who meet certain criteria: age, gender, interests, online behavior and many other parameters.

The goal of targeting is to identify a potential consumer as accurately as possible and offer him exactly what will be interesting to him. Advertising systems such as Yandex.Direct or targeted advertising in social networks chile phone number list such as VKontakte provide a wide range of tools to achieve this goal.

Advantages of targeting over traditional advertising
The main difference between targeted advertising and traditional advertising is the approach to the audience. If traditional advertising "shoots at sparrows with a cannon", trying to reach as many people as possible, then targeting is a strategic "sniper shot" aimed at the audience of interest to the brand.

The advantage of targeting is also the economic benefit: often the cost of contact with a potential client is lower than with mass advertising, and at the same time the conversion into sales is much higher.

2. The audience is in the spotlight
How is the target audience formed?
Collecting user data is the initial stage in the mechanism of targeted advertising. Here, the key role is played by tracking "pixels" on websites, social behavior analysis, and self-defined interests of the user. This information allows for the formation of "portraits" of target categories of people.

Let's say a company sells sports nutrition. The target audience here will be active gym-goers, people interested in a healthy lifestyle, watching their weight and proper nutrition. By focusing advertising on this audience, the company will significantly increase its chances of success.

Examples of successful use of targeting
Let's look at the example of a real estate agency that uses targeted ads to attract potential buyers of apartments in new buildings. The agency analyzes the behavior of users on social networks who are interested in interior design and subscribe to real estate groups, and sends them personalized offers.

Another example is an online store launching targeted advertising with discount promo codes for an audience interested in handicrafts. Such promotions not only attract attention, but also stimulate purchases thanks to the "advantageous offer" for this specific group of people.