Targeting Marketing is the process of reaching a customer through a combination of tracking and repetition to encourage a person to take action. The theory is that repeated exposure or behavioral targeting will improve conversion rates. Another theory suggests that multiple touches are required before a person begins to mentally register the brand. Here are several examples of targeting marketing on the web.
If a search is conducted on one of the popular search engine, the results are stored within the browser. As the person continues to browse the Internet, the cookie, which was placed in the browser at the beginning of the search, will follow the person around. The cookie prompts websites that hosts certain types of ads to serve more relevant ads that may be of interest. Some of the ads served may be similar to the initial query. For example, a person who searched for ‘cheap office supplies’ may see ads on different sites while browsing offering discounts on office supplies or advertisements of printer cartridges for sale.
The site may be set up in a way that tracks the way a person navigates the website. For example, a person may click on loan site a link that leads to short term cash advance information. The section that provides information on a cash advance may serve ads offering credit counseling information. A person may also be able to download information on attending a seminar on how to build and establish credit or tips on budgeting.
A blog on the home page may function as an affiliate site that specializes on web hosting. The person may have gravitated to the blog to learn more information about web hosting products. Interested in learning more about the different types of hosting plans available may be the initial reason the person opened the post. The webmaster for the blog may include within a post an offer to sign up for each of the different types of hosting plans available in links placed strategically within the content of the post.
Another website can place similar ads side by side to encourage a person to a different type of action. For example, a person can be invited to request a quote for insurance or have their current policy reviewed in two separate ads. A third ad placed near it can provide an option for a person to request an alert specific for their individual state where the person is alerted of any legislative changes.
Ecommerce sites are known for redirecting a person to similar products of interests. They take the initial search engine information entered on the website to serve up similar products to encourage the person to continue looking for more products that do the same thing or are offered by the same brand. On a website, the person searching for high heels will be provided with options to look at other products.
A person may have subscribed to a newsletter for savings on common household products. After the person begins to receive those newsletters, they may be offered a chance to learn more about an additional newsletter that offers discounts on dining restaurants. The person initially subscribed to a newsletter offering useful savings for household products. The assumption is that that person might very well be interested in saving money on different stuff. That person may be a thrifty diner as well.
This post was written by Mark Nichols. Mark is a freelance copywriter for 522 Digital – Custom Web Design and Online Marketing. The organization focuses on helping small businesses grow online.