Targetology: How does a targetologist earn

What is targeted advertising

Targeted advertising is advertising that is shown to a targeted group of people. The basis for targeting depends on factors such as age, location, online activity, etc. It is a way to attract people who are most likely to be interested in the product.

These days, people don't pay much attention to television commercials. They hit the "skip" button as soon as it appears at the beginning of a YouTube video. So how does an entrepreneur present his product in the digital world? Targeted advertising comes to the rescue. Entrepreneurs use it to show people something they might be interested in based on a certain hypothesis.

Types of targeted advertising

You can find many different types of targeted advertising. The following types are the most effective:

Contextual advertising

This type of targeted advertising uses a user's search history to show ads that are related to it.

It is based on the assumption that the search history shows the user's interest, and showing ads that are related to the search history will interest the user. Every website you visit and every social media post you like form the basis of contextual advertising.

Geolocation

This advertising is based on the location of the user. There may be certain stereotypes for certain locations that entrepreneurs use to their advantage.

They assume that most users have the same thoughts about that city or neighborhood and target it with a certain type of advertising. For example, there are online platforms that sell fish and Kolkata is a place where people love fish. These platforms can run ads in Kolkata specifically targeting fish.

Examples of targeted ads

You might still be confused about the concepts of targeted advertising, and if the different varieties of it mean nothing to you, then you can look at some examples of targeted advertising. You might want to relate these examples to others, because you have definitely seen similar ads in real life.

Social Media Ads

These ads are displayed on your social media platforms such as Facebook. They may come from other platforms such as Amazon, depending on your activity on such sites.

However, the ads may be linked to posts you like and pages you follow on these platforms. You can give a like to an advertisement. If you do this, the ad will appear on your friends' profiles. Even your relationship status on Facebook can be used as the basis for targeted ads.

Search Engine Advertising

What you search for on the internet can determine the type of targeted advertising you receive. When you search for something online, you may find ads for it on the right side of your search results.

For example, if you search for refrigerators on Google, you'll see ads related to refrigerators on the right side of the search results. People are likely to be interested in these ads because they meet their needs.

Behavioral advertising

This is a type of targeted advertising that uses your behavior in the digital world. Your online behavior says a lot about you as an individual. It gives entrepreneurs an insight into your likes and dislikes.

If you are looking for information about UPS or buying a pair of shoes online, you will notice that the ads you get when you visit a digital platform will be related to UPS or shoes.

How to approach advertising

So how do you use targeted advertising in a way that makes people enjoy it and not feel paranoid? There are a few things to keep in mind.

Be transparent

People start to believe that there is a lot going on behind the curtain that could have serious consequences if exposed. Targeted advertising won't have an effect if people believe this. There is now a "Why am I seeing this ad" option. By disclosing the reason for showing a particular ad, people feel more at ease. As a consequence, the advertisement can work for the business.

Building trust

Users lose trust in such ads, which is not good for the business. A buyer and seller will have no relationship if there is no trust. Apps that collect data should inform users about the purpose of collecting information. By informing them about the use of personal information, companies can build a bridge of trust with consumers.

Proper use of data

When a company uses its users' data, it should make sure that it is used in the right way. Information relating to gender and medical conditions should be excluded from targeted advertising. Do not use the data in such a way that people feel that the company is invading their privacy.

Conclusion

Targeting is concerned with the creation of targeted advertising - ads designed for a specific category of people. Targeting specialists customize ads so that they are only shown to people who are actually interested in them. If you want to make life easier for consumers and help businesses, this field is for you.