Targeting B2B users using advanced targeting techniques

In this difficult economic environment it is important to be able to demonstrate to your client how far you can make their advertising budget go.

One of the key advantages of using digital media is the ability to be able to use highly advanced targeting techniques – so spend is delivered to the correct audience. Typical examples are:

  • Contextual

Delivering advertising around related content or keywords.

  • Behavioural

Targeting market segments on the basis of their behaviour online. For instance if they are regular visitors to business and finance sections advertising can be targeted at them.

  • Cookie based

If for instance, an adviser visits areas of your, or other sites that are typically adviser only, they can be cookied and targeted advertising delivered to them when they then visit other sites.

  • Domain name

Advertising will only be delivered to certain company domains. This allows you the possibility of appearing to have a high share of voice, when in reality, spend levels are not that substantial.

The following article on Clickz also provides information on targeting users by job function, possible on certain sites.

If you would like to find out more, drop me an email at steve.newman@ptarmiganmedia.com as I have produced a whitepaper on targeting a B2B financial adviser audience.

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