An advertising campaign in all the diffusion media that uses your ideal audience and with the same message? Yes, they are called 360º campaigns , and the key to their success is targeting .
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Targeting is the key to success in advertising campaigns , but even more so if it is 360 campaigns, because they allow such personalized and precise segmentation that they address a strategy without invasion of your target audience.
And this tool becomes more important day by day, especially within 360 advertising campaigns.
After all, customizing the user experience through your content is key.
That is why multiple techniques and tools have emerged that seek to adapt to the needs of the public to reach a greater number of people.
Therefore, this time we will talk about what targeting is and what its role is in current marketing.
What is targeting and what is its role in 360 marketing?
Targeting derives from "target" and translates to target. Consequently, this word encompasses the study of the public segmented based on sales goals.
This concept has become fundamental in today's marketing, because for a campaign to work it is key that it adapts to the needs of a specific audience to be successful.
The more accurate your audience, the easier it will be to create the correct campaign , thus attracting the attention of the right leads, which will multiply your reach, improve your reputation and establish you in the market.
If the target is well focused it is like throwing a dart into the center of the target. And that translates into better costs for your leads.
Generally, targeting is carried out through cookies , which provide crucial information about the behavior of viewers towards advertising.
A cookie by the way, is a small file with information about the preferences and browsing patterns of the Internet user.
However, as this mechanism can be invasive for some, most experts on the subject prefer to use clearer and more direct strategies.
In a 360 campaign, having a good targeting strategy is essential, since this, combined with the rest of the benefits of this modality, will give the user a completely personalized experience, adapted to their needs, tastes, habits , etc.
Likewise, in these campaigns working solely based on a specific audience, whose effectiveness has been proven, is essential to avoid wasting time and money, as well as to generate the reaction that is wanted with advertising, which will give the brand an image of solidity and establishment.
Keys to targeting in 360 campaigns
On the other hand, just as it is necessary to know the right audience, it is imperative to place the ads at the right time, so that they are more stimulating than overwhelming . For this, it is recommended to use retargeting or Behavioral Targeting.
In addition to this, this technique is a key piece for the SEO of your medium, because, if you use it in the correct way, it will provide you with crucial information to optimize your content, according to what your viewers want to see.
As a result, targeting will increase the CTR of your medium, lowering the bounce rate, which will position you ideally on Google and optimize your search engines.
For this to happen, we recommend that your 360 campaign, together with targeting, be segmented by three fundamental factors:
- Demographics : These include the age, gender, education level, marital status, race, workplace, and religion of your users.
- Psychographic elements : Here you must include the values, beliefs, interests, personality and lifestyle of your buyer persona .
- Geographical elements : This section specifies the place where your recipients live, their city, region, country, sector, etc.
TARGETING WITH SYNCHRONIZED ADVERTISING TOOLS
As you can see, targeting is a strategy that will divide your audience into small segments, allowing you to focus on specific groups of action within your viewers , based on their particularities.
This makes the needs of your audience even more demanding, so it is imperative to devise strategies that focus the energy of your audience in a single point and drive them to action.
In this scenario, your targeting strategy should focus on the customer experience, in such a way that your ads speak for themselves to a defined audience , which can be directly identified with the information you provide them.
As a complement, such content must have the ability to, in addition to building customer loyalty, attracting and converting high-quality leads, marking content differences against your competition through optimal ads, placed on as many screens as possible.
Thus, device synchronization is one of the resources that will allow you to target quickly and effectively.
But how to achieve such synchronization between the offline and online world?
The control and analysis of advertising is a science in itself. There are tools in charge of playing advertising simultaneously on smartphones and televisions that allow it to be successful on multiple screens.
What this allows is that users have a personalized experience, made according to their tastes and segmented based on their medium, support, region and commercial, which will be visible on their screens through RTB, Facebook, Google and Twitter platforms.
Ultimately, targeting will allow you to offer a quality experience to your target audience and work according to their needs and tastes.
Resources:
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