There are numerous ways to target certain market segments, but it’s tough to see how they work when you’re always on the front end. It’s important to understand different targeted marketing strategies so you can plan campaigns more effectively. In this guide, we’ll review the most common target market tactics.
Behavioral Targeting
Also referred to as audience targeting, behavioral targeting is the segmentation of a customer base depending on its online browsing behavior. By considering the links your customers click, the searches they do, the pages they visit, and the products they buy, you can group them into segments and send them relevant, specific ad content that’s based on their purchase and browsing history.
Contextual Targeting
This type of target marketing involves the display of advertisements based on the content of a website. For instance, ads for cookware could be placed on a recipe sharing site, while ads for fitness gear are a good fit for a weightlifting forum. Contextual targeting is based on the assumption that a person reading a certain web page may be interested in related products.
Search Retargeting
In search retargeting, display ads are served to users as they browse, and the ads are based on the keywords they’ve searched. Ad campaigns are set up with chosen keywords that are relevant to the products and services you are selling. For instance, if you’re selling bedroom furniture, you’ll serve ads to those looking for beds and dressers. Contextual retargeting is quite successful because it connects with shoppers intentionally. While a shopper may not know about your company, they are expressing interest in the services and products you offer. This is best thought of as a prospecting or upper funnel strategy.
Site Retargeting
Otherwise known simply as “retargeting”, site retargeting involves the showing of display ads to those who have previously visited your site but haven’t yet made a purchase. It’s different from search retargeting in two ways: it’s not based on keywords, and it targets those who already know your brand. Because brand recognition is built in, the ROI (return on investment) of retargeting is very high. Think of site retargeting as a conversion-focused, lower funnel marketing strategy.
Predictive Targeting
This strategy uses all browsing data obtained from behavioral targeting, adds third-party data (when it is available), and uses AI to analyze the information and predict buyers’ future behaviors. The artificial intelligence that’s behind predictive targeting can link behaviors, identify related products for cross-selling and upselling, and determine which shoppers are most likely to make a purchase. The more data AI analyzes, the better the predictions become….and the more your business will benefit from increased sales and customer loyalty.
Closing Thoughts
Direct marketing won’t work unless you’re targeting the right audience. With these common targeting strategies, you can build a stronger customer base and turn more conversions into sales. Keep coming back to the site for more great information and target marketing tips.
