Targeted Internet Marketing
By Melvin Ram - October 5th, 2006
Targeted Internet marketing lets you do more with less dollars. In this blog post, I discuss what targeted internet marketing is and 3.5 ways you can target prospects online.
What is Targeted Internet Marketing?
Targeted Internet Marketing is limiting how you spend your internet marketing dollars so you only reach certain groups of people and tailor your message to these groups. Why does targeted internet marketing matter? Because it leads to more targeted messages, less wastage of advertising dollars and an overall higher return on marketing investment (ROMI).
3.5 Methods of Targeted Internet Marketing:
1. Demographics & Psychographics - Demographics are about facts such as education level, income level, age, gender, number of employees, etc. Psychographics are about preferences. Health-conscious versus taste-conscious. Affordable versus Luxury.
Advertising in business-related websites like Forbes magazine allows you to target certain demographics and psychographics. Different search engines also have specific demographics and psychographics. It’s about limiting & targeting your Internet marketing budget to reach people of a certain demographic or psychographic.
2. Geographics - Local internet marketing can get your business on local search results at the top of most search engines today. You can also advertise or build relationships with local websites. SacBee.com is the online home for Sacramento Bee newspaper. It is a common destination for residents of Sacramento and surrounding regions. Spending ad dollars on a campaign will limit you to Sacramento residents makes sense if you can only serve Sacramento.
3. Intention and/or Situation - This one is the best method of targeted internet marketing but it’s a little tricky. You make an educated guess on intention & situation of the audience and delivering a tailored message. Brand New Homes is a search engine that people looking to buy a new home can use to narrow down their choices efficiently. The nature of the website attracts people who are looking to purchase new homes. Given the intent of the audience is to buy a brand new house in the near future, you can deliver messaging suitable for new home buyers.
3.5. Targeted Lists - In the real world, quality direct mail lists are one of the best marketing investments a company can make. This can translate well onto the Internet marketing game as well. The key is to be introduced by the list holder, especially if that is a strategic partner.
SUMMARY
Targeted Internet Marketing can help you save a lot of wasted marketing resources. Target your prospects online by reaching groups of a particular demographic, psychographic, geographic and/or intention & situation. Search engine marketing by it’s nature produces prospects who are very target. However, other avenues of Internet marketing can produce prospects who are targeted. You just need to be mindful of how you invest your resources and demand targeting, of yourself and of your ad reps.
PS: Volcanic is an Internet marketing company. We help you win clients. Generate leads using search engine marketing. Look professional using a professional website. Or build relationships using Ponder Pearls. Call Melvin at (916) 743 9369 to see if we’re a good fit for each other.
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