Turn Net into Lead Machine
Contextual targeting.
Myth: Contextual targeting always reaches the right consumers.
Realty: Marketers need to apply a mix of targeting practices.
The science of online lead generation is always evolving, and so is the science of targeting. A mix of contextual, behavioral and demographic targeting is recommended.
Contextual targeting makes it possible for marketers to serve ads relevant to the specific content focus of a particular website or online media. For example, ads for health and wellness products are automatically served to health-focused websites such as Healthier.com.
Behavioral targeting enables marketers to get even closer to consumer preferences in real time by serving ads based on the specific types of content they clicked on to select or view.
And finally targeting your audience using good old fashioned demographics and consumer selected preferences is a great way to make sure you're acquiring customers who meet your target market profile.
All approaches have value, depending on your program goals.
We advise marketers to:
- Apply a mix of targeting approaches to be sure you reach the right customer.
- Include demographic, geographic, psychographic, contextual and behavioral approaches to ensure your offer is presented to the right consumer at the right time.
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