Targeting includes all marketing campaigns and advertising strategies that intend to deliver advertising content to specific customers or target groups.
Generally there are 6 basic types of targeting that need to be differentiated:
- Audience Targeting is one of the most popular ways of targeting for digital advertisers. It involves buying and serving ads to specific audience segments based on specific demographic attributes. The audience can, for example, be segmented by household income, age group, education level, relationship status, and so on.
- Behavioral Targeting delivers advertisements based on the browsing behavior of a user. Prospects are selected based on their online activities and specific actions. Usually behavioral targeting takes into account which pages a user has visited, which applications they use, or which products they look at.
- Retargeting is a type of online marketing in which companies target users who have previously used their application and services. However, companies need to be careful of not distracting users with their ads too often. One approach to this can be Frequency Capping.
- Geo Targeting is the method of delivering highly specialzed and highly targeted messages that are customized based on identity and behavioral profiles layered onto a specific geographic area.
- Cross Device Targeting allows companies to serve targeted advertising to prospects across multiple digital devices. Therefore companies need to develop an understanding of how and when users may be using a specific device.
- Contextual Targeting looks at the category or keywords of an application or website a customer is viewing. Apparently, it allows companies to then serve ads that are highly relevant to that content.