It is not the first year that the development of the Internet segment for advertising and commercial purposes has been proceeding at a tremendous pace. Studying social media profiles and tracking comments to create a portrait of a consumer and shaping forward-thinking marketing strategies is no longer new. Offline sales are now closely and inextricably linked with the online sphere, and there are fewer and fewer companies that are not activating their online segment, while still being successful.
Consumers nowadays get more media content and use more gadgets than ever in the history of mankind. This allows advertising agencies to use information to form a narrow target audience that will receive advertising messages at a suitable time for them.
An example of such targeted advertising is the Heineken experience to promote your new tequila flavor beer. The company launched two types of advertising in several states. The first campaign was exclusively on television advertising. The second campaign is exclusively targeted advertising on smartphones at certain times of the day. As a result, brand recognition in the second case amounted to 23%, which is several times more than with the first strategy. Most of the online advertising was launched on Friday before the parties, at 8-9 p.m. According to the marketing director of Heineken, people at this time do not watch TV, they look through social networks and check smartphones, making appointments and the like. Therefore, they simply won’t see advertisements on television at a time when they are most focused on buying alcohol.
After such an experience, Heineken budgeted 30% of its development funds on digital online platforms for its 2019 budget.
Targeted advertising has significantly increased its effectiveness and scope in connection with the constant access of consumers to the Internet. It significantly narrows the circle of users who receive an advertising message, only to those who may really be interested in it. For example, restaurant advertising will only come to people living within a radius of 10 kilometers from the restaurant itself. Targeting can be based on completely different parameters: locations, time of day, days of the week, user interests, and so on.
There is a certain volume threshold at which users who receive potentially interesting offers too often stop responding to them, so brands should not send targeted messages at any opportunity, observing the necessary threshold of frequency.