When was the last time you saw a billboard or television commercial? More likely than not, you saw a billboard the last time you were driving and definitely a commercial while you were watching television...but can you actually remember what they were advertising?
If not, this is because those advertisers were using non-targeted advertising to a wide range audience who may not have an emotional or immediate attraction to what they were offering. This is just one of the many reasons why "traditional advertising" is not as effective in generating leads as it may have been in the past.
What marketers are finding as a more relevant way to promote their services and attract prospects is through direct demographic targeting. With the power of demographic targeting, marketers are more effective because they are able to hone in directly on their audiences.
For instance, Facebook currently has more than 1.3 billion users on their site. If you were to run an advertising campaign through their self-serve advertising platform, you could pick and choose exactly who you want to see your ads (e.g., single men living in New York City between the ages of 35 and 45 and who make over $50,000+ per year).
It's not just Facebook that offers this type of advertising. Whether you are focused on media buying, lead generation or even mobile advertising, demographic targeting is the absolute best way to see higher results than ever before, and here are a few reasons why.
Stop Advertising to a Broad, General Audience
General advertising is usually bad and a big waste of money. Unless you are a mega brand like Nike, Apple or Pepsi and have millions of dollars to blow on branding, why would you want to spend good ad dollars only to reach the wrong audience?
The answer is, you wouldn't.
One option you have is to cut back on offline spending in areas that have not proven to give significant results, and instead focus your efforts on targeted online ad campaigns. You could also identify a marketing data management solution to append, cleanse and enrich your database to allow for all marketing, whether online or offline, to be more targeted.
Target Advertising Can Actually Cost You Less
A common misconception is that online and highly targeted ad campaigns will cost you more money. Actually, online advertising catered directly to your audience could end up costing you much less money, in both the short and long term.
The gateway of entry into offline advertising to a general audience is quite large. Take billboard or television advertising, for example - each of these will easily cost you thousands of dollars up front, and there is no guarantee you will see any results.
Now take it from the perspective of running an online ad campaign. Not only can you start online ad campaigns (which are targeted right to your specific audience), for as low as a few dollars per day - you will also be able to pause, cancel and split test your results at any given time.
Instead of waiting a month to design your offline ad copy, renting ad space, paying a media team and then actually getting your campaign live...you could have already seen huge ROI in just a few days or even hours through online demographic targeting.
Retargeting Is the Key to Positive ROI
The last point we want to stress is the value of knowing your audience. For example, if someone comes to your online store or website, there is a good chance they are interested in what you have to offer.
However, 70% of the people who come to your site are going to leave after the first visit! What's an online business to do? Simple...set up a retargeting ad campaign.
Through retargeting campaigns, you can place a small tracking pixel on your site to see who visits and leaves without placing an order. You can then use an outside ad campaign to place ads on other sites, basically reminding them to come back to your site. This type of advertising can already be done through Google AdWords and Faceboook Ads, in addition to many other advertising platforms.
You Know Your Audience, Why Waste Time Elsewhere?
The internet is changing everything. Gone are the days when brands must pay thousands of dollars in unproven advertising methods that can possibly result in zero ROI. Take your brand and business to a whole new level by focusing your efforts on demographic targeting and ad retargeting.
Zac Johnson is the CEO of MoneyReign, Inc and has over 20 years of experience in the internet marketing space. You can reach Zac's blog at ZacJohnson.com.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
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