What Is Targeted Advertising?

Targeted advertising is a way of placing ads based on demographics, on the consumers' previous buying history or on behaviour. If you've ever wondered why every time you go on a website you have to accept its request to use cookies, this isn't to do with any kind of baked goods, its basically a record of your online habits such as the things you look at and the amount of time you spend on a certain websites. This information is used by websites and advertisers in order to tailer specific content, popups and advertisements towards your preferences (Target Internet, 2019).

Now you might find this kind of thing really annoying but when it comes to promoting your live event you can use social media target marketing in order to hone in on your target audience and increase your event awareness. If you've never heard of this before then basically social media target marketing allows you to increase engagement to a page, event or post by picking your specific target market and based on things like age, location and preferences. You can then increase your reach by spending more money on the marketing campaign through the specific platform that you have chosen to advertise on.

According to the latest CMO survey social media advertising budgets are predicted to increase by 32 percent in 2018, and almost double by 2023 (The CMO Survey, 2017).

This type of advertising is being pushed to the fore-front of modern marketing campaigns and when i spoke to Mr Jonathan David Duun (prom Parallel Lines Promotions) he told me that he spends up to 60-70% of his marketing budget on this kind of advertising alone depending on what kind of event he is organising and on depending on the type of artist that are playing.

It can be tricky to get it right the first time you give it a go, so don't go spending too much money, check out what works best with a small amount and then look at your data through social analytics. If something doesn't work then try something else and then if it does you can try and put a bit more money into it!

References

Target Internet. (2019). The Digital Marketing Guide to Web Cookies. [online] Available at: https://www.targetinternet.com/digital-marketing-guide-to-cookies/ [Accessed 3 Apr. 2019].

The CMO Survey (2017). Highlights and Insights Report. [online] Deloitte, The Fuqua School of Business, AMA. Available at: https://cmosurvey.org/wp-content/uploads/sites/15/2017/08/The_CMO_Survey-Highlights_and_Insights-Aug-2017.pdf [Accessed 3 Apr. 2019].