Online advertisers must pay more attention to behavioural marketing and paid search in order to produce stronger and more targeted advertising campaigns, according to eMarketer’s new Targeting Online Customers: Advertising Techniques and Trends report.
A massive 84% of US advertising professionals told the American Advertising Federation last November that what makes the internet different from traditional media is that it encompasses both classic and interactive targeting methods.
David Hallerman, eMarketer senior analyst and author of the report said: “Online marketers can get the best of both worlds, the old and new. They can run co-ordinated, multi-channel campaigns, and take advantage of new tools that allow for more precise targeting of today’s fragmented audiences.”
The increasing fragmentation of the media is causing huge problems for advertisers. Dave Morgan, chief executive officer of Tacoda Systems said: “The effectiveness of advertising today is terrible, so you don’t have to be perfect, you just have to be better.”
However, media fragmentation is good news for online advertisers, with media research company OPera saying it is helping to boost online’s share of advertising revenue and predicts continued growth in pay-per-performance search engine advertising (see Exponential Growth For UK Online Advertising).
eMarketer argues that one way to increase the impact of advertising is to become more relevant with campaigns. Hallerman explains: “Just as location is the central word in the real-estate mantra, so is relevance for online advertising.”
He continued: “For internet advertising in particular, where the annoyance factor is large and the ease with which users can ignore or click away ads is equally large, relevance and effectiveness go hand in hand.”
“Behavioural marketing, paid search and other new techniques are breaking down consumer resistance online – to an extent never before seen,” said Hallerman.
He added: “Online advertising is bringing many innovations to targeting, helping marketers reach consumers with relevant messages.”
A report published by eMarketer last month, predicted that multi channel marketing would increase in importance over the coming years, with 83.4 million US consumers researching products online and then buying offline (see Advertisers Must Look To Multi-Channel Marketing).
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