Lesson 6


For some reason, many people think that targeted advertising is possible only in social networks and only by interests, but this is not so. Not only social networks, but also search engines know a lot about us and our customers and are able to show ads to strictly selected categories of people according to a huge number of signs.

Actually, the possibility of precise targeting is the main advantage of Internet marketing over traditional marketing. Technologies that are constantly improving make it possible to target and show your messages only to those who can buy the product or are somehow interested in it. And this is the difference from traditional marketing, when a billboard on the street or advertising on TV is seen by many people, but only a few people buy the advertised product.

Targeting options are very wide and are constantly expanding. Here are some examples: demographic targeting, geotargeting, interest targeting, online behavior targeting, intent targeting, etc. We will tell you more about targeting in Chapter 2 of Part 6.

Targeted advertising is often compared to target archery, where the bow is the advertising system, the arrow is your information, and the target is the audience. Thanks to precise targeting, your information gets exactly to its target audience and does not reach those who are not interested in your product.

Author: Dmitriy Tin – founder of Center Smart Tourism GmbH
Editing and translation into English: Leonid Andrianov