Media buying with less wastage
In traditional media, the role of a media planner and buyer is to place media that has the lowest possible level of wastage reaching as many of a demographic as possible.
But many traditional media buys still end up with unacceptably high levels of wastage, with a campaign reaching an audience it wasn’t intended for while missing those it was.
Digital media is the most targeted form of advertising, giving marketers the opportunity to deliver their message to only those for whom it is intended.
For example, if you have a product to sell to 18-21 year old males with blue hair who like to sleep in every Saturday, you can find them, deliver your message and measure the results all with a digital campaign.
There are many highly targeted forms available within digital marketing, including:
Search engine marketing
Where you deliver your message for a direct response only when your target is searching for relevant information.
Email & direct marketing
Where very specific information is gathered about consumers in order for you to directly target them.
Contextual advertising
Where advertising is delivered on the fly to any number of websites that fit your brands context.
Behavioral targeting
Where a users ‘clickstream’, or browsing history, is used to determine their buying profile.
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