Targeting & Re-Targeting – Targeting is a powerful marketing strategy that allows companies to target their audience and create personalized advertising messages. In this article, we will go into more detail about targeting and explain to you what types of targeting there are, what social targeting means and where it can be used. We will also explain the concept of targeting and retargeting including 2 examples for you.
What are the different types of targeting?
There are different types of targeting that companies can use to precisely define their target audience:
- Demographic targeting: Targeting based on demographic characteristics such as age, gender, income, and place of residence.
- Behavioral targeting: targeting based on users’ online behavior and activities, such as websites visited, interactions, and search queries.
- Interest-based targeting: targeting based on users’ interests and preferences, such as hobbies, sports or travel.
- Geo-targeting: targeting based on users’ geographic location to deliver local or regional advertising.
- Device targeting: targeting based on the device used, such as desktop, smartphone or tablet.
What is social targeting?
Social targeting refers to the targeting of advertising and content on social media based on the information provided by users in their profiles and interactions. Social networks such as Facebook and Instagram offer extensive social targeting capabilities to tailor ads precisely to the desired audience.
Where can targeting be used?
Targeting can be used on a variety of digital platforms, including:
- Search engine advertising: Targeted ads can be placed in search results to cover relevant search queries.
- Social media: Social targeting makes it possible to adapt advertising on social networks to the interests and demographic characteristics of users.
- Display advertising: Banner ads can be targeted on websites that are frequently visited by the target group.
- Remarketing: Retargeting allows targeted ads to be shown to users who have already interacted with the website or ad.
What is targeting and retargeting?
Targeting refers to the specific targeting of advertising to a particular audience, as described above. Retargeting is a special form of targeting in which targeted ads are delivered to users who have previously interacted with the brand or website. This is usually done by setting cookies to identify users who have performed certain actions such as visiting a website. Retargeting is an effective way to retarget potential customers and bring them back to complete a conversion.
Targeting enables companies to use their advertising budgets more efficiently and deliver relevant content and ads to their target audience. By using targeting strategies, they can better tailor their marketing messages and increase their conversion rates.
Example: Targeting > Retargeting / Remarketing
Let’s look at 2 specific examples:
Example of shoe brand targeting in e-commerce
A shoe brand wants to promote its new sports shoes on an e-commerce platform (or landing page). It has already gathered some information about its target group from previous sales and market research. To specifically address her target group, the shoe brand plans different targeting strategies:
- Demographic targeting: The footwear brand aims its ads at sports-loving men and women aged 18-35.
- Behavioral targeting: The footwear brand uses behavioral targeting to reach users who have been interested in sports-related content and products in the past.
- Geo-targeting: To target local customers, the footwear brand uses geo-targeting to display ads only in specific cities or regions where sports activities are commonly performed.
- Interest-based targeting: The shoe brand directs its ads to people who are interested in certain sports, such as running, fitness or basketball.
By combining these targeting strategies, the shoe brand can target its ads to potential customers who have a high interest in its sports shoes. This increases the chances that the target group will respond to the ads and buy the sports shoes.
Example of shoe brand re-targeting in e-commerce
Having successfully promoted its new sports shoes, the footwear brand now wants to use re-targeting to retarget and persuade potential customers who have visited the website but not made a purchase. To do this, the shoe brand sets retargeting cookies on the devices of website visitors and creates special ads for this user group.
- Website remarketing: The footwear brand displays targeted ads for the new sports shoes to the users who visited the product page but did not complete the purchase. The ads may contain a discount code or a special promotion to encourage users to buy.
- Shopping cart abandonment remarketing: for users who added the athletic shoes to their shopping cart but did not complete the purchase, the footwear brand displays ads with a shopping cart reminder and an additional incentive, such as free shipping or a limited-time promotion.
- Upselling remarketing: For customers who have already purchased the athletic shoes, the shoe brand shows ads for matching accessories or other products that might go with the shoes.
Re-targeting allows the shoe brand to retarget users who have already shown an interest in the sports shoes and lead them back to the website to complete the purchase. This can increase the conversion rate and increase the effectiveness of the advertising spend.
The combination of targeted targeting and intelligent re-targeting is an effective strategy to make the best use of the marketing budget and increase sales in an e-commerce store.