Hyper-Targeting Advertising
(photo from: http://thinkandstart.com/2012/el-hypertargeting/)
Hyper-Targeting means media planners or marketers send the tailored ads directly to individuals based on the knowledge of that individual’s personal life or the information the individuals provided. By using this type of targeting method, media planners and marketers might target this individual at the certain moment that she or he is about to buy something. The main benefit of hyper-targeting advertising is to place the most accurate ads and address the specific needs for each specific individual they care about.
In my opinion, hyper-targeting is important to know for business because it can be effective and efficient. The reason is because the ads are only placed in those specific audiences’ that needs your product or service. Hyper-targeting advertising especially works well for small business and start-up company which is small brands that might only have fewer marketing resources due to reaching a small group of right people is always better than mass marketing campaigns. For example, in Facebook some jewelry companies have been targeted me mysteriously especially in necklaces since I have been looking for a great necklaces for a while. Here is one of the jewelry advertising displays that has been popping up recently.
Another example that use Hyper-Targeted in marketing strategy is the App called “ Lulu” from founder and CEO- Alexandra Chong, and it is an app designs for women to share their experiences and making smart moves before starting a relationship.
According to research, “within its first month, over 60,000 women had downloaded the app, with over 12 million profile views.” The reason why it grows so fast is because they target the right people which are college women in sororities and based on their needs to improve the app. The founder invested in these young age women due to she believes”they are the springboard to reaching the entire female population in the United States. As our users graduate, enter the workforce, and bring Lulu to new cities and new friends, our network will grow with them and attract new users in these new life stages.“
(Photo from: http://timefortrading.com/upside-and-downside-of-binary-options/)
However, the downside of hyper-targeting advertising is sometimes it is easy to miss out on potential audiences; therefore, to avoid this problem happens, it is better to understand what the ideal customer social circle looks like or to look through his or her friends or family to consider is there any other possibilities to target. After analyzing all, the hyper-targeting display method will be more effective for marketers.
Hypertargeting 101: What it is and What it Can do for Your Brand http://gradybritton.com/uncategorized/hypertargeting-101-can-brand/
Hypertargeting: 3 Steps to Ensure Your Campaign Is "Just Right" http://blog.cmglocalsolutions.com/hypertargeting-3-steps-to-ensure-your-campaign-is-just-right
How hyper-targeting got my startup in gear for rapid growth http://thenextweb.com/insider/2014/11/14/hyper-targeting-startup-gear-rapid-growth/
