Benefits of Targeting
Advertising is tailored to the individual wishes and needs of the recipient
The recipient receives less advertising that is uninteresting to him
strengthening brand loyalty
Offers are not forgotten
The targeted ads lead to a higher conversion rate and thus to more sales
lower costs due to less wastage
Disadvantages of targeting
Regular maintenance and adaptation of the content takes time
Data protection must be observed, tracking objection
Some Internet users use technical solutions to block tracking
Advertising can also be displayed incorrectly, for example when it comes to gifts: If a user who does not have a child himself is looking for a gift for a child because a friend has just become a mother, products from this category are no longer relevant to the user after the purchase, but are still displayed.
There is a certain skepticism towards personalized advertising. Many users reject targeting for fear of data misuse.
The Interaction of Branding and Targeting
branding
Not only is targeting important for reaching the target group, branding also plays an important role in laying the foundation for targeting. Both must complement each other. In order to work with targeting, there should already be a branding strategy. In order to arouse desire in the recipient of an advertising message, the product needs to have value and awareness increases this value. So first of all, brand value must be built up and this happens across the board.
If a brand is to be strengthened and built up, purely canada number dataset targeted advertising is less helpful. The aim of branding is to make the brand known and, in the best case, to develop a certain level of desirability and status with it. Take the TV commercials of the major premium car manufacturers, for example: Of course, most people watching a car like this cannot afford it. But the fact that the commercial arouses desire in many viewers increases the brand's reputation and thus its sentimental value. An owner of such a car therefore also buys a certain level of status and envy.
This does not only apply to luxury products, it can also be applied to branded products for everyday use. For example, care products can suggest that my body is worth using. In the case of food, it can also be applied to the environment: My guests are worth it to me that I buy the expensive and supposedly better branded products. In order for others to know the value of a product and thus show the owner/user the desired appreciation, a high level of brand awareness is essential.
When talking about values in branding, it is important to note that there are two values: the value that you as a company want to embody and the value that the (potential) customer sees in you. Ideally, these two values match. But often the self-perception is different from the one that is communicated to the outside world. Examples of this can often be found in recruiting, where dusty corporations or long-established companies want to sell themselves as hip with a start-up mentality. Of course, this is not particularly authentic and therefore usually not successful.
Branding and targeting complement each other
For targeting to work, advertising measures based on the scattergun approach are also required in order to build up the most sustainable branding possible. However, this does not mean that a company has to put as much energy into branding as into targeting. This depends on various factors, such as the budget available, the type of product or the level of awareness to date. If targeted marketing is to be carried out, it must first be ensured that the necessary data is available. Because if there is no data yet, there is no way around scattergun approaches until you can switch to targeted targeting.