Target Markets
Service Offerings Combine With Market Segmentation For A Powerful Program
Online advertising can often be delivered in a much more targeted way toward specific market segments, as compared to traditional advertising. Expect this to continue as online marketing evolves, social media becomes much more widespread, and people generally become more comfortable providing marketing-related personal details such as their consumption preferences.
Some Alternative Marketing Segments
- Geographic
- Demographic
- Psychographic
Geographic Targeting
This is the most commonly used method of segmentation at LocalDirective, given our focus on directional media such as search engines. In fact, we take a very sophisticated approach to geographic targeting for our clients. During the initial analysis of your program requirements, we often discover ways to match your products or services to a set of target geographical markets in such a way as to maximize your overall profitability.
Common Geographic Marketing Segments
- Local geographic targeting is generally used by companies when you have a single physical location and so, by definition, must limit your marketing coverage area.
- Regional targeting is generally used by companies when you have a physical presence with multiple locations or when your audience is concentrated in specific locales.
- National targeting may be used by single location local companies if you can ship over a large area, if you have a widely dispersed physical presence or if you are an online company with no physical boundary for delivery of your products or services.
- International targeting is an option for online companies, particularly when you have a select set of countries that comprise your target market, or for international companies that have a worldwide presence.
Learn how geographic targeting helps drive recommended budget and online marketing methods by visiting our Online Marketing Calculator.
Demographic Targeting A traditional method of segmentation for offline creative media such as television, radio and magazine advertising, demographic segmentation translates online to the purchase of equivalent creative media such as banner advertising.
Psychographic Targeting LocalDirective predicts that psychographic targeting will become the prevalent form of online segmentation, aside from geographic targeting, and will be particularly important in increasing the ROI of creative media. An example of enhanced use of this market targeting methodology is being used by Facebook and MySpace for their advertising programs, in which the advertiser is presented a rich list of user characteristics and preferences.
