Internet Marketing & Seo Basics: 2 More Tips To Effectively Target Your Audience Online

The last time we looked at online targeting we addressed the concepts of day-part and events-triggered targeting

. In this article we shall turn our attention to semantic and technographic targeting. Before we do, though, it would be beneficial to re-establish the importance of targeting your key consumers online. Every year $300 billion is spent on advertising, with around $112 billion directed at the wrong audience. Every marketing dollar counts and it is crucial that your messaging is received by the right people at the right time.

Semantic Targeting

Imagine the following scenario. You are distributor of a certain brand of scotch and you are looking to build awareness for the brand and promote your latest money saving deals. You advertise online and pay for certain keywords with your advertising bundle such that on various occasions when scotch is searched for, your advertisement appears. However, on one such occasion when your advertisement appears, the article it accompanies is about a young student who died from alcohol poisoning having excessively consumed scotch. To have your brand associated with this story is clearly detrimental to your advertising intentions. By using semantic targeting, this scenario can be avoided.

When selecting keywords, the technology analyzes the context of your specific words in relation to your motive, and then only allows your ad to be exposed on suitable pages. The technology can also ensure that your ads are not located on sites with any offensive or inappropriate content. Semantic targeting is said to increase targeting accuracy significantly, from under 50% to as high as 98%. Therefore, when placing any advertisements online it is crucial that you identify a digital agency with semantic targeting capabilities in order to ensure that your message is contextually relevant and featured on the proper websites.

Technographic Targeting

This type of targeting involves researching the technological capabilities of computer users, and finding out their online habits. It can distinguish whether a user has a high-speed internet connection, whether they use a certain type of operating system, or even a certain type of browser. This information is important on a behavioural level because it gives a marketer important information about how tech savvy the consumer is, and also on a practical level, it can help a marketer choose the right level of technology to target the right people. An example of this might be if your ad contained a video display; if a user does not have Flash player installed then obviously your efforts have been wasted.

by: Domenic Carlson

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