#hypertargeted

Hyper-Targeted Gummy Vitamins : Vitafusion Goodness

The new vitafusion Goodness supplement range has been unveiled by the brand to help offer consumers a hyper-specific lineup of products that will support their overall health and wellness. The lineup includes gummies that are formulated with specific needs in mind: this includes women’s health, men’s health, kids health and an array of single-vitamin products that will support overall wellness.…

Have you ever curious about why an ad in the sidebar of your favorite social media website seems eerily similar to your ‘About Me’ section? Or when you are browsing through friends’ updates, a display pops up which is just about a product you searched yesterday? I have always been interested in how brands can manage this magical targeting. Then I found this marketing jargon — Hyper Targeting.

Coined by MySpace in 2007, hyper targeting is an advertising solution and also a marketing tactic that enables online marketers to deliver ads to specific interest-based audience by utilizing information drawn from social media registration ( e.g. age, location), self-expressed profile (e.g. interests, favorite brands) and online behavioral history (e.g. sites visited, purchases made, searching history). Just like MySpace described, “tap into self-expressed user information to target campaigns like never before.”

Recalling my personal experience, I think hyper-targeted display is very effective. It can easily hook me up and I always cannot resist to check it out, simply because that’s really what I am interested in or looking for. This is definitely the essence of hyper targeting— using customers’ interests as a door to effective individual advertisement. Because hyper targeting display is only delivered to consumers who already show an interest in the product or service, it is more likely to be receptive.

Moreover, hyper-targeted display is cost-efficient in terms of advertising budget, because it is only delivered to target audience. Especially for small or local firms, hyper-targeted display allows them to talk with desired audience in right area with a relatively low advertising cost. Seems no waste and Spends money more wisely!

However, like everything, cons comes with pros.

One problem of hyper-targeted display is that its hyper target can be seen as too narrow. Since every layer of targeting you add reduces the overall size of audience, you might go overboard and add too many layers, resulting in a too narrow audience. Besides, if you get a too narrow audience base at start, it will be hard for you to adjust your campaign based on the data it generates. Therefore, Be CAREFUL how many layers you are going to add. And my suggestion is, beginning with a relatively broad target and then adjusting layers of targeting as campaign goes. Most networks have optimization technology that will automatically improve your targeting as the campaign produces data- use it!

The second problem is time-lag. Like recently, I was interested in buying a KENZO hat. And then I googled KENZO hat to have a brief look: what hats KENZO has now, the size, the price and so on. At last I went to KENZO shop in NYC to have a try and finally bought one there. However, since the day I googled KENZO hat, hyper-targeted display ads of KENZO or hat have been continually showing up when I browse websites, even though I have already purchased my hat.

(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.

04/14/15

Reference:

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