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How Intent-Based Targeting is Taking the Digital Marketing World by Storm It's Not Just About Demographics Anymore

Ashley Hite

Ashley Hite

10 minute read, 22 minute video

Summary

In this blog recap of the How Small Businesses Can Win Big With Audience Targeting webinar, we talk about how technology has created new digital marketing avenues, available to businesses of all sizes. 

It's Not Telepathy...Just Good Targeting

Talk to anyone about online advertising and you’ll probably hear that people feel advertisers are “reading their minds” and serving them ads about things they were just talking about.

Telepathic advertising doesn’t exist, but it’s true that advertising is getting smarter as technology advances. Ads feel more tailored to your interests than ever before, and there’s a simple explanation as to why.

It’s targeted display advertising.

Targeted display advertising is a fancy way of saying that technology now allows us to really drill down on users’ behavior, interests, and actions—on and off the web—to serve your ads to people most likely to be in the market for your products and services.

This method of creating a hyper-targeted niche audience is leveling the playing field for local businesses who want to compete in the digital space with big, national brands. More than driving sales, it increases awareness in your brand, so you’re the first one they think about when they need your products or services.

How Does Targeted Display Advertising Work?

With targeted display advertising, you can:

  • Geofence your competitors' locations to entice people shopping there to buy from you

  • Put your brand in front of people who are actively researching your products and services

  • Re-engage people who have visited your site and left

  • See how many people who saw your ad visited your store

Getting Started with Geofencing, Contextual Advertising & Retargeting

The easiest way to get started with targeted display advertising is to partner with an agency—that way you can avoid high minimum spends and other logistical barriers.

But how do you choose an agency to be your marketing partner? Look for these three characteristics:

  • Comprehensive Strategy

     Targeted display ads are only a piece of your marketing sales funnel. You need to have a strategy that complements your other marketing efforts.

  • Advanced Conversion Tracking

    Any good agency will be able to do in-depth tracking to measure the results of your campaign. It’s about more than finding out how many times the phone rang because of your ad—it’s finding out how people are interacting with your business online over time.

  • Straightforward Pricing

    Targeted display ads are usually priced per impression, which means you pay each time your ad is shown. Pricing for these can—understandably—get complicated, so it’s important that you know exactly what you’re getting for your hard-earned dollars.

Want to Learn More?

Watch the webinar for a complete overview of targeted display advertising, or contact us to discuss in detail how it can take your marketing efforts to the next level.

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