Looking at our own-backyard
“I know half of my advertisement works, and I also know which half”. Don’t go back, you read it right! Technological advancements in online direct marketing have made it possible to evaluate in real time the success/failiure of any online media campaign. In fact marketers are now using technology not just for evaluating campaign effectiveness but also to design them.
Through "Hyper-targeting" - a recent development in online direct marketing – marketers are collecting vital information of online users like relationship status, hobbies, health information ,demographics etc to design customized ad-messages that’s relevant for the audience. Social networking sites, online interactive entertainment etc has surely given a boost to hyper-targeting by gently prodding the users to share more information online and ensuring that the information is shared with the advertisers to enable them to create effective advertisements. As always the case with any data-backed decisions, "Hyper-targeting" is only as good as the data which lie beneath it.
With data integrity being a key factor, an ideal testing ground for "Hyper-targeting" campaigns would be the advertiser’s own backyard. Advertisers can put their traditional data-storage capabilities to good use by mining relevant information to create targeted "Hyper-targeting" campaigns, to be run on the advertiser’s own website/homepage, for their existing customers. This would be particularly relevant for BFSI players, like banks, who maintain an exhaustive data base of their customers and also have an online banking facility with sizeable user visits.
In fact such "Hyper-targeting" campaigns can open a new interactive and intelligent marketing channel for advertiser’s, using the space and information which rests in their own backyard.