As advertisers, we prize the people who are or will be interested in our clients’ brands. This can get a little tricky in today’s world where ads are everywhere and messages get lost in the clutter. However, thanks to modern technology, we can get around all the clutter with hypertargeting.
Hypertargeting is sending highly targeted messages to very specific audiences. For example, rather than sending generic ads to everyone who is looking for a home in a particular city, we can send unique ads to people who are looking for homes based on price, square footage, number of bedrooms or even school district.
Social media channels and third-party data providers create these custom segments based on information that customers provide. According to Harry Gold from Clickz, user data is primarily collected in three ways:
- Registration information: basic information entered when users register for access (age, sex and location)
- Profile information: content posted by users (favorite hobbies, music and restaurants)
- Behavioral data: online activities (sites visited, groups joined and purchases made)
So once we’ve pinpointed the right audience, how do we get our message to them? While there isn’t a one-size-fits-all solution, that’s okay! At M/C/C, we’ve already tested multiple methods of digital hypertargeting and have found two types that are particularly effective.
Geotargeting is the practice of delivering content to website users based on their geographic locations. We can target users broadly – by country, region or state – or more narrowly – by city or even ZIP code, based on each person’s IP address or device ID. On an even more granular level, we use something called geo-fencing to target ads to mobile users based on their devices’ GPS signals or beacons. If the audience is inside our geo-fence, they’ll see our ads. If they’re outside, they won’t. It’s a great way to cost-effectively target an audience in a tightly defined area.
One advantage of geotargeting is that location has a huge impact on a customer’s current state of mind. And if you know your customer’s mindset and location, all you have to do is come up with a relevant message. For example, one of our clients has a long list of tradeshows/events they would like to attend around the world. Instead of attending every single event, they’re making virtual appearances at many, thanks to mobile banner ads being served to the areas surrounding those tradeshows. Not only is this cost-effective but it also allows our client to reach its target audience at a time and place where their mindset is on the client’s offerings.
Retargeting is a technology that uses code to anonymously ‘follow’ your audience all over the web. When a visitor comes to your site, their device receives a cookie that identifies them to ad networks. Then, we partner with those ad networks to served highly targeted messages to those users as they visit other websites.
Retargeting is arguably the best digital tool for advertisers. Not only does it focus your advertising on prospects that have already shown interest in your brand, but it also makes it seem like your messages are everywhere. This kind of frequency keeps your brand top-of-mind and touches customers in every phase of the buying cycle.
Now that you understand hypertargeting, don’t stay lost in the clutter! Define your audience and test different digital methods to find what works best for your brand. And, of course, if it all seems a bit too much, call us. We’re here to help businesses like yours figure it all out!