E Marketing Basics Pro And Cons Of Hour Targeting

E Marketing Basics Pro And Cons Of Hour Targeting



E-marketing Basics: Pro And Cons Of Hour Targeting
One of​ the​ main advantages of​ advanced internet technologies is​ the​ possibility of​ hour targeting for ads served to​ web sites.
Exactly how such targeting is​ done,​ that is​ a​ tech issue far beyond our e-Marketing topic .​
What is​ important to​ us,​ e-Marketers,​ is​ to​ be aware of​ this facility web servers have and use it​ towards making online campaigns more efficient.
Hour targeting is​ especially useful when:
- we already know the​ online buying habits of​ our target;
- we want to​ create an​ association between our products and a​ certain time of​ the​ day when interest might be higher;
- we try to​ avoid a​ certain category of​ customers that are known to​ be more active at​ a​ certain hour interval;
- we know from previous researches that sites where we are advertising have different categories of​ visitors,​ with different interests and behaviour,​ active at​ certain hours.
Let us try imagining some examples of​ justified hour targeting:
- Premium IT products (such as​ laptops) could probably use a​ business hours targeting,​ on​ the​ premises that active,​ working professionals have more buying power .​
Similarly,​ off-hours and weekend targeting could be used when promoting basic desktop systems with a​ lower price to​ a​ more younger audience with less buying power and/or buying decision.
- FMCG products might benefit from targeting ads within hour intervals when these products are more likely to​ be utilized .​
We would probably want to​ place ads for coffee on​ news-delivering web sites during the​ morning hours; and advertising creams and gels for muscular pains later in​ the​ afternoon or​ evening,​ when such pains are more likely to​ occur.
- It is​ widely known that surfers using a​ dial-up connexion get online in​ the​ evening and at​ night .​
Therefore,​ if​ we are to​ promote products or​ services destined to​ dial-up users (modems,​ access cards,​ offers to​ switch to​ a​ superior connexion) it​ only makes more business sense to​ target late hours.
Interesting enough,​ such hour targeting is​ not always successful .​
a​ media planner might be blinded by the​ revelation of​ a​ cool method to​ raise efficiency of​ online campaigns like an​ adserver,​ only to​ realise at​ a​ later time that it​ can be more of​ a​ bother .​
For example,​ a​ banner for a​ banking product placed on​ a​ business portal would not need hour targeting,​ as​ professionals visiting such portals usually have permanent internet connection whether it​ is​ at​ office,​ at​ home,​ or​ is​ using a​ mobile solution .​
a​ regular reader of​ Financial Times online might opt to​ access the​ site in​ the​ evening,​ from the​ comfort of​ his home,​ long after the​ regular business hours,​ and would be a​ missed target if​ we employ hour targeting.
To conclude,​ hour targeting for online campaigns makes a​ very powerful and efficient tool,​ but needs to​ be performed after carefully assessing surfing and buying behaviours of​ the​ visitors on​ web sites where we advertise.




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