Targeting is important, but a personal connection is critical

Published July 21, 2014 at 6:33 am

Most people who use the Internet have probably noticed that advertisements will appear that are related to websites they have visited or items they have searched for. Any marketer knows that reaching the right audience with the right message at the right time is crucial to success, and targeting plays a critical role in this process.

But when really is the right time for a consumer to receive a marketing message?

A recent Adage article brings this idea into question, describing how technology makes it possible for ads to appear online based on searches and other actions that a user has completed in the past. These capabilities have advantages, but when it comes to timing, they do not always hit the mark.

The article calls into question the timing of these online ads, suggesting that in the future, they will be able to make sure users not only see the right ad, but receive it at exactly the right time, targeting ads based on what the user is about to do rather than what they have already done. This point is significant because if the timing is off, the customer may not be motivated to make a purchase.

It is also noted that automation will play a role in facilitating the placement of the ad, in addition to providing customers with real time information about the product. This ability to predict the right type of ad will be reliant upon the large amounts of consumer data available online.

While precise targeting is certainly critical to campaign marketing, it is important to note that customers are human and will always appreciate the touch of a personal connection. Automated marketing software makes it possible to deliver finely-tuned campaigns across many regions, while maintaining a level of personalization that sets your brand apart.