24 May 2013, by A. Cedilla
Advertising is letting people know you exist and that you’re offering certain products and services. Marketing is creating and carrying out campaigns to develop a mutually beneficial relationship with the people occupying your target niche by fulfilling their needs for certain things.
Targeted advertising focuses your marketing efforts on the certain group of people who are most likely to buy your products because of their particular needs and desires.
To be successful and make money, any business-owner not wanting to crash and burn must know his particular market within a market.
Malls have their own special sections for those. Aside from the various specialty stores within them, any mall worth its salt would have men’s wear women’s wear, infants, and health & beauty sections, just as examples. The customers can go to the place where they are assured they can find what they need in one location. Think of Amazon with its online ”departments’ classifying everything it offers from appliances to watches.
Targeted advertising is you sending your marketing focus and efforts among the people most likely to need and want what you’re selling, and the most probably to buy that from you.
Pretend you have stacks of old magazine subscriptions lying around: Which of the ones below would interest you, and why?
- Mother Earth News
- Good Housekeeping
- Cook’s Country, Cook’s Illustrated
- National Geographic
- Bead and Button, Beadstyle, Knit Simple, Sew Beautiful
- Popular Woodworking, American Woodworker
- Working Mother, Family Fun
- Rolling Stone, Guitar Player, Strings
- Cosmopolitan, Marie Claire, Elle
- Money, Kiplinger’s, Consumer Reports
- Guns And Ammo, Shooting Times
- AARP Magazine, Carepoint, Grand Times, Saga Magazine
See? The magazines you chose appeal to your interests, and you can bet the companies advertising in those magazines have taken your particular market demographic into account with research and specialized marketing campaigns. Try to think like the people and the companies advertising in those magazines. That’s how you should study your market: consistently and with purpose.
Advertising is akin to making a connection to people who would find your offerings desirable, intriguing or necessary and would be interested in getting them from you. It’s like introducing yourself, getting to know each other well enough to ask for a date. The ‘best foot forward’ approach is alive and well, of course…you wouldn’t want to scare the other party away or turn them off with too much insistence.
Of course, business relationships differ from romantic relationships in that business requires you to be professional and focus on the bottom line, where you carry out your goal as one of a unit working towards a common goal, or towards sustaining a partnership of supply and demand. Everything is spelled out in black and white on the contract, expectations are hammered out, commitments, perks, bonuses and penalties too. And business-to-consumer relationships also have customer services and fulfilling expectations to put at the forefront.
They are similar in that they both require keeping communication open, consistent and respectful — ideally. The continued survival of a business relies on its relationships with its pool of customers, not a one to one thing like romance — although raving fans are more of an obsessive love that’s great for business.
In marketing, everything is done to maximize sales by getting customers attention , getting them to buy, and getting them to prefer your products and your business above other competitors. Advertising, marketing, and customer relations fall into under that umbrella.
Snipers are trained to make each bullet count — targeted advertising makes your efforts count. You get more positive results for them, whether it’s followers, subscribers, buyers, customers, clients, re-tweets and likes, etc. A scattered approach makes for hit and miss…with only so much time, why waste your efforts and your work when you can go for the high value results with the best methods you have in the fastest time possible?
How do you find your target?
You set your sights, or course. You study your intended customers– where they’re most likely to be found, the places they frequent, their habits, what they could possible need and find useful that jives with what you offer — you strike up a connection (you ask them what they need, what they want, etc.) , and if all goes well and you’ve established a good relationship — you can trade on the strength of your relationship to ask them to recommend you to their friends.
You narrow down on the most viable ways to get their attention and act. You study the feedback, and then refine, follow up, and follow through
An example of this are the ads that pop up on Amazon that are related to your previous searches. Amazon tracks what you look at and comes up with suggestions based on your search behavior and the items you examined, as well as anything you put on your wish list.
The supporting recommendations: “f you like this you might like _____, and other customers have also looked at ______. ” They also follow up through email when their tracking shows you’ve been looking for particular items, and a sale on similar items is imminent.
Your methods must be consistent, manageable and sustainable — you never know when you can make a connection, so it’s best to have avenues that remain open. An internet presence — your company website, with solid ‘contact us’ and ‘about us’, and a portfolio of your work, customer testimonials, a social media page…there are many ways to keep the lines open.
In the interests of a long-term, mutually beneficial business relationship, whether its B2B or B2C, the whole thing must be build on trust and respect.
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