Targeted advertising - precisely on target! How do you find the right target?

For an advertising campaign to be effective, it needs to be properly planned in every respect. Reaching potential customers requires effort and commitment. Targeting helps in achieving marketing success. What is it and what benefits does it bring?

What is targeted advertising?

Reklamy targeted are those that are targeted at a specific audience . When planning a campaign, the characteristics of the target consumer are taken into account and then the advertising message is designed to reach them. Considerations include:

• shopping habits;
• interests;
• residence.

Targeting customers is aimed at precisely targeting those who are potentially interested in an offer proposed in the advertisement. This increases the chance that the recipient of the message will actually use the service or buy the proposed product. This saves money and makes marketing materials more effective.

How do you create targeted advertising?

The process of creating targeted advertising depends on what kind of marketing material you want to produce. This is different for online and outdoor promotion. A popular method is demographic targeting , i.e. reaching out to people of a certain age or living in a certain region.

In this way, advertising is targeted by placing it in specific locations. For example, if a company targets its products or services to people interested in sport and physical activity, it could place its advertising in gyms, sports clubs or sportswear shops. These are just some of the outdoor advertising activities.

To reach older people, it is best to use the media that they enjoy using, such as radio or television. In addition, materials can be placed, for example, at local senior citizens' clubs or near places frequented by senior citizens. Younger targeting is best taken into account when planning an online social media campaign.

How do you target Facebook adverts? When you use paid social media campaigns, in the tool for creating them you can determine exactly who the message is intended to reach . Specific age, place of residence or even user interests can be selected. Any desired parameters are selected in the ad manager under Audience group.

It is also worth looking at behavioural targeting . It involves focusing primarily on the behaviour and interests of the audience. This is useful, for example, for companies specialising in a specific range of goods, such as sports equipment, children's clothing, plant care products or scientific materials. By locating their adverts in places where consumers potentially interested in such goods reach, they have a better chance of increasing conversions.

Benefits of using targeted advertising

Ad targeting on Facebook and beyond brings with it a host of advantages. Thanks to this promotional material becomes more effective and fulfils its purpose better . Identifying the right audience ensures that the content reaches only or largely those who are interested in the topic. In turn, this increases the chances that they will decide to make a purchase.

Through targeting, the advertiser can achieve a more personalised and personalized message towards your customer. It is then easier to address the recipient in such a way as to interest him or her, and to get across a visual message. In addition, such activities are a way to optimise marketing costs . This is because the focus is not on reaching the widest possible audience, but the most relevant audience.

With the tools available, for example for targeting Facebook posts, it is possible to accurately track the interest of the audience in the message. It is known how many users have clicked on a particular ad, which makes it possible to continuously improve the promotional message in such a way as to increase the conversion rate.

In addition, ad targeting offers the chance to personalise the consumer experience. In practice, this translates into their greater satisfaction, as well as their perception of the company. Image creation through marketing is a hugely important issue.

InPost advertising - your business our target - that's what we have to offer!

Once you know what targeting is, it is time to familiarise yourself with our proposals for advertising activities. At InPost, we understand exactly what effective customer-targeted advertising is all about. We have several ways for you to promote your business.

• Wrapping of parcel machines - We place advertisements for products or services on our machines located throughout Poland. Materials are placed on at least four columns of boxes. Thanks to the lighting, they are visible even at night. The machines are positioned in various locations so that demographic targeting is possible.
• Advertising on the screens of Parcel Machines® - advertising material can also be placed on the monitors used for receiving and sending parcels.
• Product sampling - if you are in sales, you can give Parcel Machine users samples of your goods. This is an ideal opportunity to address them with a personalised message.
• Online advertising banners - We can place your banner on our official website. In this way, it will even reach millions of users.
• PUSH notifications - If you wish, we will send a message informing people about your brand in our InPost Mobile app. Users in your chosen area will receive a notification that redirects them to your website.
• Newsletter - we also include the brands' marketing material in the e-mails sent regularly to our recipients.

Thanks to targeting a specific audience you will better connect with consumers' needs and preferences. This action will work both online and in outdoor advertising. Write to us via the contact form and start a fruitful campaign!