DIGITAL MARKETING
IDENTITY-BASED PAYPER-CLICK MARKETING:
Changing The Future Of
Advertising
By Joyce Muthoni
A
dvertising has evolved over
the years with the move
of advertising into the
digital space. One of the methods
advertising and digital marketing
firms are using to create successful
ad campaigns is targeted marketing.
The ability to reach specific clients
who will purchase your product or
servi ce is what every business person
is looking for.
Target marketing is the most current
method of marketing to consumers
based on research into their interests,
hobbies, and needs, and it didn’t
spring from nothing. Before we got
here, advertisers and marketers were
using cohort marketing, and before
that they were using generational
marketing. Target marketing is
essentially a refinement of these
ideas.
The evolution of targeting started
with keyword targeting, then
interests, and then remarketing. Now,
you can target people with super
specific ads, even based on their
phone number and email! This is the
most important trend happening in
PPC (pay per click) today. It is the
identity based marketing trend.
This enhanced targeting makes Pay
Per Click or PPC feel more like
email marketing – you know who
you’re promoting to, unlike search or
‘‘ Target marketing is the most current
method of marketing to consumers based on
research into their interests, hobbies, and
needs, and it didn’t spring from nothing.
Before we got here, advertisers and marketers
were using cohort marketing, and before
that they were using generational marketing.
Target marketing is essentially a refinement
of these ideas.’’
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social advertisements.
Let’s go over how Identity-Based
Marketing has opened up tons of
new use cases in PPC. Now, you can’t
pay for content to go viral, right?
Technically, no. The Internet tends
to frown upon that. And yet, PPC
can be an incredibly effective tool in
content promotion.
So, how does content go viral when
people are so attention-deficit and
millions of other pieces of content are
competing for their eyes and shares?
You do a comprehensive marketing
blog post on a Friday afternoon,
at around 4 pm. You share it out
to your social media channels,
including Google+ and Twitter. Then
you promote the same to a custom
list of influencers on twitter. Note,
this group includes people who do
journalism.
In a few hours the post will start to
show up in different publications,
like marketing land. Over the
weekend it will blow up and be
cited on every marketing magazine
including lifehacker, venture beat,
Now This, the Washington post
among others.
We don’t usually think of PPC as