Behavioral Targeting – A potential DSP strategy for media campaigns

Published on: 15 February 2016 Last Updated on: 29 May 2021

Aren’t you happy that you are finding the perfect leads that automatically convert into customers in your digital media campaigns? Behavioral targeting, a recent technique in digital advertising, has enabled marketers to achieve 90% success from their campaigns.

Although the name itself tells about the kind of marketing strategy behavioral targeting is, let’s find out more…

Behavioral targeting effectively uses a customer’s past activity while displaying an ad. While matching an ad with the user, the media planning software uses non-personal and anonymous information from the user.

The fact that identifying user behavior is not just limited to the desktop makes media planning software a versatile technology. There are some mobile media platforms that help companies to target users depending on their mobile search patterns. One of the key factors in mobile tracking is where the users are located when they conduct a particular online search.

How behavioral targeting functions

The agencies use demand-side platforms (DSPs) for buying the advertisements across the networks in real-time. As there is media software that can track the user’s IP address and content type, the user browses using deep package inspection
(DPI), and the marketer is able to identify the ad appropriate for the user. The marketers then buy relevant ads via real-time bidding (RTB) and put them up on the websites. This media planning software allows marketers to focus on ads for granularity specified audiences. The tool uses different kinds of data to show the right ad to the right audience.

Information marketer’s use for behavioral targeting:

The demographic information that the user has shared with partner websites
Data extracted by cookies from the websites visited by the consumer
General assumptions based on the types of websites visited by the user
Social networking sites for collecting data for this kind of targeting

Types of behavioral targeting

Several technologies and approaches are used in behavioral targeting. Every company in space has its set of nomenclature and approach. However, the entire gamut of behavioral targeting can be roughly divided into three categories:

Targeting based on affinity

Also known as traditional targeting, the tracking is based on the information the users take in. Here, the user is tracked within a particular category. By consistent consumption trait, the tracking is based on the interest the user shows in web search. This way, advertising is based on unique profiles of users rather than by focusing on the current search that the user has keyed in.

Re-targeting

This tracking is simpler than affinity-based targeting. Here, the user has already visited a website, made some pre-decision stage activities, but has not completed the action. Usually, users get tagged through cookies and they can be targeted again via some cross-selling prospects. According to the user’s latest interest, an advertisement can be tailor-made using re-targeting.

Predictive targeting

Predictive targeting is based on a series of data collected both, online and offline. The first step is gathering data online— analyzing user behavior through their clicks and real-time internet surfing. The user gets monitored through the websites they visited the amount of time spent on each website, etc. The first profile of the user gets created through online monitoring. Complete data is then collected by some kinds of socio-demographic survey, which provides complete information on the lifestyle and interests of the user.

Predictive technology is used to analyze the survey data (offline) with performance data (online) to complete the profile. Thus, there is the extrapolation of socio-demographic data of the sample population to a larger user base, using the similarities in the behavioral patterns observed in the sample users to a larger population.

Behavioral targeting is definitely a valuable media planning software for digital advertising. However, you need to beef your strategies up with adequate tactics. Start with the identification of the right audience for a certain media buy, the required accomplishment of the campaign, and consequently its appropriate channels and communication media. Within this framework, identify if behavioral targeting can achieve better or not.

Author Bio:

Preethi Vagadia is currently a Senior Business architect with the Service operations practice at a well-known IT Industry in Bangalore. She has worked in several process improvement projects involving multi-national teams for global customers. She has over 8 years of experience in mortgage technology and has successfully executed several projects in logistics management, logistics integration, reverse logistics, content management system software, warranty software, and programmatic solutions.

Abdul Aziz Mondol

Abdul Aziz Mondol is a professional blogger who is having a colossal interest in writing blogs and other jones of calligraphies. In terms of his professional commitments, he loves to share content related to business, finance, technology, and the gaming niche.

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6 Reasons Why Infographics Are Important in Media Marketing

Over the years, businesses have shifted gears and taken a step back from traditional marketing to go digital. For a brand to be heard and seen in this age, entrepreneurs need to step up their digital marketing games. Businesses need to create an excellent first impression for them to stand out. An effective way to get noticed on the internet is through impressive infographics. If you are starting a business or have been sticking to conventional marketing, here are six great reasons why you should consider using infographics in your marketing campaign. But before that, let us find out more about infographics. What Are Infographics and Their Role in Marketing? Infographics are visual representations of data. These are used to visually present both qualitative and quantitative data, making them easier to comprehend. These also transform basic and simple marketing narratives into stories that beg to be shared. For instance, if you need to condense research and huge numbers in your presentation, you can turn to infographics. The combined text, images, and graphs are presented creatively, making it both fun and easy to read. Around 65% of brands apply infographics in marketing, especially in their social marketing strategy. Why Include Infographics in Your Social Media Marketing Strategy? Below, we will discuss the importance of infographics in your social media marketing. Keep reading! 1. They are so easy to comprehend Because humans are highly visual, we quickly understand and are captivated by images more than dull text. If you want to attract your customers’ attention better, then your content must include graphic visuals. An infographic can also tell a story in a more engaging way and create a lasting impression about your brand and message. When promoting a service or product, consider infographics because people are more attracted to illustrated text. When consumers want to check out a product, they tend to look for visual storytelling materials because most people no longer want to read essays. Trust me, more people are moving into the world of graphic illustrations for reference. That should include you. 2. They have viral capabilities I am sure you are familiar with the Share button on Facebook, Instagram, Twitter, and other social media platforms. When people see a unique infographic, they are likely to share it with their friends and family. An attractive infographic can help boost your digital marketing campaign. With the right infographics, your brand exposure on different social media platforms will insanely increase! Just don’t forget to add widgets and share buttons, and choose the right social media channel. 3. They draw attention Visual aids, more than other media formats, help your target market pay more attention. Why? Simply because they are fun, engaging and allow people to comprehend complicated messages. Take this for an example: You are sharing the benefits of using and buying your product. However, your message is overwhelmed by large numbers and numerous reasons for using your product. To make your customers continue listening and reading, you should create graphic content. 4. They promote brand awareness Embed your brand’s logo in your infographics. This is one decisive way to market your brand on the internet. The audience wants to know where your compelling marketing content came from, so feature the name of your brand throughout your infographic. 5. They offer SEO benefits SEO, or also search engine optimization, is highly valuable in marketing — your marketing department should know about this. People turn to Google’s search bar if they want to know about something. It may be a product, a service, a term, or anything in this universe. Google links people to websites with higher algorithms. 6. They start conversations People like to talk about information they see — whether it’s from a sidewalk or on Facebook. The informative infographic that they come across while scrolling through their social media timeline can pave the way for conversations which can also help reach your specific target market. Do you have an upcoming sales promotion or concert event? Then make use of graphic materials and get people to start talking about it! But the main challenge is how to create infographics. Our reputable website, Venngage, has tools and templates that can boost your marketing content into something that can complement your brand and impact the growth of your sales and internet presence. If you are committed to competing with other brands, don’t beat a dead horse and start designing your effective marketing template with Venngage! Plus, you don’t need expert skills to design one as we have user-friendly and cool templates for you to use. Read Also: How to Get Noticed in Marketing: Improve Your Resume With These Tips 5 Ways Marketing Strategies Will Change Post COVID-19 Digital Marketing Classes: What You Need To Know

Marketing

From Zero To Hero: A Step-By-Step Guide To Building Brand Awareness

Imagine this scenario. You've launched a business. Your products or services are top-notch. Yet, customers don't seem to know you exist. This situation isn't uncommon. Today's market brims with choices. Brands compete fiercely, making it tough to grab the limelight. And with the digital age, there's an information deluge. Every day, consumers face a barrage of brand messages. Cutting through this noise feels daunting. However, there's hope. This article unveils strategies to skyrocket your brand's visibility. Soon, instead of being a face in the crowd, you'll become the talk of the town. With commitment and clarity, you can transition from obscurity to prominence. Understanding Your Brand’s Core Values Diving into brand building starts at the roots. First up, it's vital to grasp your brand’s essence. What do you represent? This involves defining your mission, vision, and values. These elements provide direction. They serve as a compass, guiding every business decision. Next, focus on standing out. In a sea of brands, uniqueness is gold. Here's where your unique selling proposition (USP) steps in. It’s not just about what you offer. It’s about why consumers should pick you over competitors. Think about what sets you apart. It could be superior quality, exceptional service, or an innovative feature. Lastly, weave a compelling brand story. People remember stories, not dry facts. Narratives evoke emotions. They create connections. Your story shouldn't be a sales pitch. It should be a genuine reflection of your journey and values. It’s about resonating with consumers on a human level. Sharing challenges, triumphs, and aspirations makes your brand more relatable. In essence, knowing your brand inside-out is the foundation. With a clear understanding, you position yourself for success in the brand-building journey. Leveraging Digital Platforms In today's digital age, online platforms are game-changers. They can propel your brand's recognition rapidly. Many businesses even turn to specialists like a marketing agency Bristol to help navigate the complex digital landscape. With expert guidance, you can maximize your online presence and ensure you're reaching your target audience effectively. Let's delve into how. Start with social media. It's more than just posting photos or updates. It’s about strategic engagement. Picking the right platforms is crucial. Not every channel suits every brand. Identify where your audience spends time. Then, maintain a consistent brand voice. Consistency reinforces recognition. Over time, your audience will identify with your messaging. Content marketing isn’t about churning out articles. It’s about delivering value. Craft content that addresses your audience’s needs. Make it relevant. Make it resonate. Consistency is key here too. Regularly updated content keeps your audience coming back for more. Lastly, there’s SEO, or search engine optimization. It might sound technical, but its impact is profound. Proper SEO ensures your brand appears when potential customers search online. It's not about stuffing keywords. It’s about crafting quality content that search engines deem worthy. The result is higher rankings and more visibility. In a nutshell, digital platforms offer vast potential. By harnessing them effectively, your brand can soar to new heights in awareness. Engaging With Your Community Building brand awareness isn't a solo endeavor. It's a collective effort. Engaging with your community amplifies your reach. Here's how to foster that connection. First, consider hosting brand-centric events. These could be webinars, workshops, or local meetups. Events provide face-to-face interactions. They help humanize your brand. Attendees gain firsthand experience. They see your passion, knowledge, and commitment. Such events also create buzz. When attendees share their experiences, word spreads. Next up, partnerships. Collaborate with influencers in your domain. They've already done the legwork. They have a dedicated audience that trusts them. By aligning with them, you tap into their follower base. You also borrow some of their credibility. Remember, authenticity is crucial. Choose influencers who genuinely resonate with your brand's values. Lastly, who doesn't love a good deal? Promotions and giveaways can work wonders. They not only boost short-term sales but also foster long-term loyalty. People love feeling valued. Offering exclusive deals makes them feel special. Plus, they're likely to spread the word. Community engagement provides the fuel for your brand's growth engine. By genuinely connecting, you lay the foundation for sustainable brand awareness. Monitoring And Adjusting Your Strategy In the brand-building journey, staying static isn't an option. The market shifts. Consumer preferences evolve. You must keep pace. So, how can you ensure your strategy stays fresh and effective? First, turn to analytics. Modern digital tools offer deep insights. They track metrics like brand engagement and reach. By monitoring these, you can assess your strategy's impact. It gives you a clear picture. You see what's working and what’s not. With real-time data, you can make informed decisions. Then, listen to your audience. Feedback is invaluable. Encourage customers to share their thoughts. Positive or negative, every piece of feedback is a learning opportunity. It sheds light on areas of improvement. With these insights, you can refine the brand experience. It ensures you always align with customer needs and desires. Lastly, flexibility is paramount. The market landscape is dynamic. Being rigid can leave you behind. Adaptability, on the other hand, keeps you ahead. Regularly review your strategies. As market dynamics change, tweak your approach. By staying nimble, you can navigate challenges and capitalize on opportunities. To wrap up, a successful brand awareness strategy isn't set in stone. It's a living entity, needing regular evaluation and adjustment. Conclusion Building brand awareness is a transformative process. It moves a brand from the shadows into the limelight. The path from obscurity to prominence demands three things: a solid strategy, unwavering effort, and adaptability. Engaging with customers isn't just beneficial; it's crucial. Genuine interactions build trust. They shape perceptions and solidify brand loyalty. So, never underestimate this power. Additionally, the branding world never sleeps. New trends emerge. Technologies evolve. By keeping a finger on the pulse, you ensure relevance. Stay updated. Embrace the new, while staying true to your core values. Lastly, invest in growth. Not just business growth, but personal and team growth. Continuous learning paves the way for sustainability. It fuels innovation, insights, and improvement. By embracing this methodical approach, any business can rise. You can transition from being a whisper in a crowded room to the main conversation. Remember, brand awareness isn’t a mere checkpoint. It's the opening act in the customer’s journey with you. Ensure it leaves an imprint, setting the stage for a lasting relationship. Make every moment of recognition count. Read Also : How Personal Branding Online Can Help Your Job Search Why Every Business Needs Digital Marketing Building A Brand For Your Small Business

Some Powerful Attributes that a Website Must Have in its Content

When it comes to evaluating the content placed on your website, what simply comes out is its ability to make or break your business. The content that expresses ideas and emotions lucidly, always attracts attention of the readers, but if the choice of words is not properly made, it can result in misleading your visitors. Copied and bad content is the worst enemy of any website. Given below are some of the most powerful tips that can enable you to get a website designed with a difference backed by compelling content. Go original and unique Image Source: marketingland.com Originality and uniqueness of the content matter more than anything else on your website. When a visitor comes to your website for the time, he or she goes through the content placed on the home page. A sensible visitor very easily can sense the gravity of your website by having a look at the quality of content. On the very outset, everyone gets to know what you exactly do and what the website is all about. Therefore, put all-out efforts in making the content impressive, readable and lucid. Read also: Improve Your Local SEO Via Content Marketing If possible, handle the content issue at your own Image Source: adobe Needless to say, nobody knows your business better than you. Most of the time when a new website goes into the pipeline for design and development, it is the part of the content that remains profusely neglected. Only a very few business owners seem to be getting particular about the quality of the content. Neither the web design and development service provider nor the business owners pay heed to the content area. A large number of business owners hand over the entire job of content to the same company, and it handles this most crucial aspect of the website in its own ways. Most web design and development companies have a team of writers who are underpaid and serve the purpose of SEO through their substandard writing. When they are asked to write website content, most of them find themselves unable to render quality writings. This is exactly where your role comes in. As a business owner, you must be highly particular about each and every line being written for your website. It would be better if you handle the content related job at your own or through someone from your team who knows each and every aspect of your business. If there is no option left other than asking for the web designing company to write the content for you, then you have to read those contents between the lines before they finally place it on your website. Image Source: visually.com Some salient attributes that a website must have in its content The content which is placed on a website is quite different from other formats of content used for SEO articles, blogs, press releases and guest posting. Make sure your web content reflects this difference. Each and every word must be chosen very carefully keeping in view the fulfillment of search engine optimization requirements. Always avoid using SEO keywords directly and abruptly in your web content as it would lead to a frustrating reading experience to your visitors. Always set the keywords after a comprehensive consultation with experienced SEO experts. After all, all major search engines determine the ranking of your website on the basis of the content placed over there. The sentences must be written in very simple, lucid and easy-to-understand language. Being bombastic and overly clever in your approach may lead your visitors to leave your webpage instantly. Write your content thinking that the visitors coming to your site are just babies who are learning their primary lessons in school. Even the font that you choose and the color that you select always affects the overall appearance of your website. Do very close monitoring of each and every aspect while design and development work of your site is in progress. Meta titles and meta-description also play an important role in developing the website which has the capacity to rank high on the search engine result pages. Read also: Improve Your Local SEO Via Content Marketing Avoid These 5 Mistakes Before Starting An SEO The End Note Therefore, if you want to actualize your business dreams or any other ambition through website, then always treat content as a king. In case you are not satisfied with the content that your web solution partner is offering to you, just divert your attention and do it from your own end. You can hire an independent content writer having decades of experience within the industry. Just have a meeting with him or her and give a detailed brief. The content achieved this way will not only be impressive but also reflective of what you do. In case of independent hiring too, your approval will play a decisive

Behavioral Targeting – A potential DSP strategy for media campaigns

5 Major Tips to Increase Employee Engagement in a Call Centre Industry

Abdul Aziz Mondol

Abdul Aziz Mondol is a professional blogger who is having a colossal interest in writing blogs and other jones of calligraphies. In terms of his professional commitments, he loves to share content related to business, finance, technology, and the gaming niche.

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5 Major Tips to Increase Employee Engagement in a Call Centre Industry

Abdul Aziz Mondol is a professional blogger who is having a colossal interest in writing blogs and other jones of calligraphies. In terms of his professional commitments, he loves to share content related to business, finance, technology, and the gaming niche.

Leave a Reply

Popular

Follow Us

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