Targeted advertising
When launching a target, it is important to correctly segment the target audience and identify by characteristics those groups of potential consumers to whom the advertising will be directed. The following factors are key when choosing such groups:
presence of representatives of your target audience on the site selected for advertising;
compliance of PR materials with the style of the social network in which they will be displayed;
the quality of the website doctor database or landing page where users follow the link from the PR message.
The advantages and disadvantages of targeted advertising are discussed in the table below:
Advantages Flaws
Wide reach of target audience with personalized settings Incorrect definition of target audience groups leads to loss of finances and minimal advertising effectiveness
Reducing the time from the start of a PR campaign to the first results from it Difficulty in passing ad moderation on some sites
Ability to quickly make adjustments to promotion settings The need for constant monitoring throughout the entire period of the advertising campaign
SMM
Internet promotion in social networks, or Social Media Marketing (abbreviated SMM) is a set of activities to increase the share of goods, services, brands, companies or personal accounts on the market through social networks.
Advertising through bloggers and opinion leaders, thematic and highly specialized communities, competitions and viral content work great in social web groups.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
SMM is built according to the following algorithm:
competitor research;
analysis and segmentation of target audience;
development of content strategy;
development of a corporate style for all communications and advertising materials;
production of content according to the drawn up plan;
building a sales funnel, preparing for processing incoming requests, distributing responsibilities among all participants in the process;
starting traffic, working on user feedback, making necessary adjustments and correcting existing errors.
The advantages and disadvantages of SMM are discussed in the table below:
Advantages Flaws
The tool's wide capabilities: you can launch promotion of goods and services with a minimal budget or implement large-scale campaigns There is no guarantee of the planned result from the chosen strategy: when promoting through social networks, you will have to constantly prepare many hypotheses and test them, choosing the most successful ones
Close contact with representatives of the target audience, availability of feedback Social media users are generally not very friendly to advertising.
Advertising impact on an interested, loyal audience Constant work is required to update content a