The following is the guest post by Owen Andrew.
Marketing and advertising campaigns have been around since the beginning of civilization. Whether an individual is peddling snake oil in the desert or a community group is bent on offering life changing ideals, finding an audience will never become unimportant.
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Although graphics in print art are more appealing and technology makes mass marketing easier, not much has changed when it comes to entrepreneurial marketing skills. The major difference today is that most businesses choose targeted advertising over the past hit-or-miss campaigns. This method has been so effective that it will likely be the leading and most preferred advertising technique for both corporations and consumers.
Sophistication And Finesse
While custom advertisements are not a new idea, their precision and effectiveness have been thoroughly honed in recent years. In the past, targeted advertising entailed mailing catalogues and coupon offers to pre-selected homeowners. Advertisers would work with clients to develop targeted mailing lists based on previous purchases. For a long time, these niche marketing campaigns went largely unnoticed by the general public because people were content to think that every household received the same offers. The new online processes and social networking campaigns have revealed many of the magic tricks that advertisers and marketers usually keep hidden.
From relatively simple advertisements that pop up on free email accounts to the hardcore targeting and specificity of social media advertisements, digital marketing campaigns are making waves.
Both targeted ads in these examples are based on web searches or other keyword entries that were strategically targeted using sophisticated and complex algorithms. The benefits are twofold when it comes to the sophistication of targeted advertising, and these results are satisfactory to potential consumers, as well as to companies.
From Theory To Practice
There is no way to deny the power of a targeting campaign. Most consumers don’t feel put off by the intrusion of advertisements for products that they are actually interested in or have a need for.
On the contrary, most people welcome the direct link to a site where they can learn more, accept an offer, and make a purchase. This technique is similar to the placement of products near cash registers in department stores that encourage last-minute impulse buys. The beauty of targeted advertising is that it helps businesses market products to only the customers who are most likely to make a purchase.
For example, if an individual were starting a t-shirt business online or in a physical location, his or her marketing campaign would be focused on finding an audience interested in purchasing t-shirts. Schools, sports teams, and other organizations would be likely targets for specialty products with customized logos and names. Family reunions, birth announcements, and weddings can all be effectively advertised with personalized t-shirts.
Other than group orders, potential customers can be targeted by their express interest in specific music groups, movies, artists, and multiple other identifying genre and general popular culture icons. Group sales and individual sales that result from targeted advertising in a t-shirt business will certainly be a great catalyst for future sales and a fast growing, successful company.
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Every successful business organization requires a viable business plan and dedicated staff members who are committed to the ultimate vision for the company. Innovative marketing strategies like targeted advertising have revolutionized the way companies utilize resources. The effectiveness of targeting advertising frees up other resources for companies to expand in various areas, such as production facilities, rather than adding more funding to mediocre marketing plans.
Customers view targeted marketing as a benefit rather than an intrusion, so companies are welcome to continue the trend.
Owen Andrew is a freelance writer in Southern California. With a long history in retail and small business, he enjoys using his knowledge and experience to further the careers of others.