In January, the beautiful and talented Kelly Homewood wrote about “Effective behavioral target marketing for local businesses”, on how behavioral targeted marketing works. I wanted to take a moment to elaborate, from a sales side, the benefits of using such a campaign.
Just to recap, behavioral targeted marketing simply works by looking at the browsing history, sites visited and purchases made. When that data is recognized by the Iowa SourceMedia Group sites from a cookie, your ad is delivered, no matter what page a person visits. This aligns your ad with an audience thats more likely to be in the market for your products and services.
The real power of using behavioral targeting through Fusionfarm comes from the six websites your ads are placed on first. Sites such as KCRG, The Gazette, Hoopla, Corridor Careers, Iowa Prep Sports and our Classifieds. These sites are among the most visited web sites in Iowa and, more importantly, can engage you’re customers and local prospects.
Homewood also mentions that behavioral targeted marketing costs slightly more than traditional run-of-site banner advertising, yes but no. Behavioral targeting is 2.7 times more effective than run-of-site. Run-of-site advertising only allows advertisers to be seen on one page of one site.
For example, I could potentially be in the market for your goods or services but have the KCRG weather page bookmarked for convenience. This does the advertiser no good if you are advertising run-of-site campaign on the homepage. Nor does it do any good if you are running on any of the other sites. Behavioral targeting solves that problem. For a slight up-charge (2 percent to 4 percent) more per thousand impressions you can be seen on all six sites by only the people looking for your products and services.
This is how we find needles in haystacks. Fusionfarm brings you unmatched reach in the local market. We capture potential customers and can deliver your ad to the right customer at the right time. Needless to say, this is more efficient with less overall cost. I wouldn’t be doing my job if I didn’t ask you to contact me today so we can help get you started.