The website targeting is a method of targeting differently planned compared to traditional targeting.
It belongs to the world of digital marketing and consists of designing an advertising campaign that takes place through a selection of websites or web pages in line with one's own target audience.
Moreover, it is important to perform market segmentation to have an idea of what will be your target on which to apply marketing strategies.
Targeting Methods
When the market segmentation process occurs, it is followed by the positioning phase: once the segments where to direct the commercial action are chosen, the most effective way to beat the competitors in each segment is determined.
The targeting of advertising campaigns is distinguished between:
- Website-based targeting: targeting is carried out through a selection of websites that reflect the chosen target based on sociodemographic or psychographic characteristics;
- Audience-based targeting: targeting is performed impression by impression;
Through the use of cookies, users' browsing data is collected, and thus it is possible to develop specific behavioral models capable of identifying consumer groups that are more responsive to specific product offers.
Hence, website targeting allows for the planning of online advertising, enabling the advertiser to select only those contacts that match the desired target.
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