Traditional Television and Radio advertising are very important to maintain, but many businesses are missing a unique opportunity to create brand awareness and generate new business because they don’t understand the benefits of these “Hyper-Targeted” advertising methods. Today I’d like to briefly discuss the concept and the benefits of utilizing this technology for advertising. The main idea behind these methods is to identify qualified prospects who have a need for your services, and deliver your message to these prospects while they are looking for your services.
What is Site/Search Retargeting? At its core, site/search retargeting is delivering an advertising message to a consumer based on their recent browser search history and their recent website visits. This allows a business to “pre-qualify” a potential customer based on their perceived needs. For example, if a consumer’s recent search and browser history shows that they’ve been looking at Zillow.com and Trulia.com, searching for “Real Estate Agents in Lubbock, TX”, and checking out school district websites, you can safely assume this consumer is looking to buy a house. If you own a mortgage bank, having the ability to place an interactive ad for your service in front of this consumer can have tremendous value. There are many patterns that can be identified as consumers search for products and visit websites, and having someone on your side who recognizes these patterns will benefit every aspect of your advertising efforts.
What is Geo-Fencing? Mobile geo-fencing is a way to target consumers based on their location. Again, we’re talking about the ability to place ads in front of consumers based on their needs, but we’re taking it one step further to pre-qualify prospects based on location as well. This tool is very beneficial for a number of reasons. You can target your service area, a specific location, a competitor’s location, an event, etc. in order to deliver your message to the appropriate people. Here’s an example: For the most part, farms are not in cities. In turn, farmers aren’t usually in cities if they’re working on the farm. If you have a product a farmer needs to do his job, can you think of a better place to be able to deliver them an advertisement than while they’re at work? With mobile geo-fencing, you can decide where your ads are displayed based on zip code, latitude/longitude, etc. to ensure your ads are being seen by the right people, based on where they are. Being able to ensure that farmers are going to see your farm supply ads while they’re farming is beyond value. Most organization’s customer bases fit certain demographic profiles, employment/industry profiles, etc., and geo-fencing is a way to make sure your brand is the first one your potential customers think of when they need your product/service.
The methodology is different when compared to Television or Radio advertising, but all are equally valuable. As you use your on-air ads to build top-of-mind awareness and build brand recognition, you can use Site/Search Retargeting and Mobile Geo-Fencing to put your message in front of your customers the exact moment that they have a need. When your online and mobile advertising is displayed to consumers who have shown that they have a need for your products, it’s no longer just an “online ad” – now, it saved the day at just the right time!
As always, I’m happy to answer any of your questions! Please feel free to contact us for more info!