Targeting
Targeting means that a specific target group is pinpointed and approached as precisely as possible. The use of targeting tools turn this online marketing task into an automatic process: Strategic placements of advertising creatives (e.g. banners) are pinpointed according to specific parameters.
There are two applications for targeting:
- In online advertising it applies to reach a target group with as little stray as possible. The objective is to place advertising creatives as optimal as possible to increase the click-through rates.
- The second application for targeting is to provide specific content, especially adapted to the online visitor. This process is used mostly in online shops (e.g. Amazon), in order to increase sales.
Behavioral Targeting not only uses the specific interest target group, but also the behavior of each individual online shopper. Media direction, as well as content of the webpage, or a banner are personalized and presented building on that specific information. A Web Analytics system is able to promptly display the targeting results for observation and analysis. Advantage: Campaigns and specific content may be immediately optimized this way if necessary. A Web Analytics system may well become the foundation for a successful targeting objective. In that case you may already want to consider it during the strategy phase.
