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Targetologist
The first targetologist in the modern sense of this profession can be considered Robert Peterson. In 1979, he published an article entitled "Targeting, the new marketing approach" ("Targeting, a new approach in marketing"), in which he proposed a new approach to marketing based on research and analysis of the target audience.
In today's world, where the online sphere penetrates into all spheres of our lives, effective marketing is an integral part of the success of any business. One of the most in-demand digital marketing professionals is the targetologist. Targetologists play a key role in determining the target audience, creating personalized advertising campaigns and optimizing the results of marketing efforts. In this longread, we will look at the main aspects of the targetologist profession, their tasks, skills and importance for business.
1. What is targetology?
Targetology is a discipline in marketing that focuses on researching and identifying the target audience, creating personalized advertising strategies and maximizing conversions. Targeters use various tools and analytics to understand the needs and preferences of their target audience, and then develop and optimize advertising campaigns for the best results.
2. Tasks of the targetologist
The main task of a targetologist is to determine the target audience and set up advertising campaigns to achieve optimal conversion. To do this, they perform the following tasks:
A. Research and analysis of the target audience: Targetologists study their target audience, analyze their behavior, interests, demographics and preferences. This allows them to create more relevant and personalized advertising messages.
b. Developing a targeted advertising strategy: Based on research, targeters develop an advertising strategy that will be most effective.
The demand for targetologists is currently very high. This is due to a number of factors:
The rise of digital advertising: With the advent and expansion of the internet and social media, digital advertising has become an integral part of companies' marketing strategies. Advertisers are increasingly realizing that targeted mood and ad targeting can greatly improve ad performance.
Increasing Competition: In today's business world, competition is becoming increasingly fierce. Companies strive to attract and retain customers, and for this they need qualified targeters who can create effective advertising strategies and achieve high conversion rates.
The need to optimize your advertising budget: Targeted advertising allows you to optimize the use of your advertising budget by directing advertising messages only to those who have the greatest potential to make a purchase or perform a targeted action. This allows you to reduce advertising costs and increase the effectiveness of marketing campaigns.
Growing complexity and diversity of advertising platforms: With the advent of new advertising platforms and tools such as social networks, contextual advertising, video advertising and others, the need for qualified targetologists is increasing. Companies and advertisers are looking for experts who can effectively use these tools and achieve their marketing goals.
Dynamic and volatile advertising trends: Advertising trends and audience behavior are constantly changing. Targetologists must be aware of the latest changes and adapt to new conditions in order to succeed. This creates a constant demand for professionals willing to update their knowledge and skills.
1. What is targetology?
Targetology is a discipline in marketing that focuses on researching and identifying the target audience, creating personalized advertising strategies and maximizing conversions. Targeters use various tools and analytics to understand the needs and preferences of their target audience, and then develop and optimize advertising campaigns for the best results.
2. Tasks of the targetologist
The main task of a targetologist is to determine the target audience and set up advertising campaigns to achieve optimal conversion. To do this, they perform the following tasks:
A. Research and analysis of the target audience: Targetologists study their target audience, analyze their behavior, interests, demographics and preferences. This allows them to create more relevant and personalized advertising messages.
b. Developing a targeted advertising strategy: Based on research, targeters develop an advertising strategy that will be most effective.
The demand for targetologists is currently very high. This is due to a number of factors:
The rise of digital advertising: With the advent and expansion of the internet and social media, digital advertising has become an integral part of companies' marketing strategies. Advertisers are increasingly realizing that targeted mood and ad targeting can greatly improve ad performance.
Increasing Competition: In today's business world, competition is becoming increasingly fierce. Companies strive to attract and retain customers, and for this they need qualified targeters who can create effective advertising strategies and achieve high conversion rates.
The need to optimize your advertising budget: Targeted advertising allows you to optimize the use of your advertising budget by directing advertising messages only to those who have the greatest potential to make a purchase or perform a targeted action. This allows you to reduce advertising costs and increase the effectiveness of marketing campaigns.
Growing complexity and diversity of advertising platforms: With the advent of new advertising platforms and tools such as social networks, contextual advertising, video advertising and others, the need for qualified targetologists is increasing. Companies and advertisers are looking for experts who can effectively use these tools and achieve their marketing goals.
Dynamic and volatile advertising trends: Advertising trends and audience behavior are constantly changing. Targetologists must be aware of the latest changes and adapt to new conditions in order to succeed. This creates a constant demand for professionals willing to update their knowledge and skills.
Retargeting is one of the popular targeted advertising strategies. It allows you to send promotional messages to people who have already expressed interest in a product or service but have not made a purchase. Retargeting helps you reconnect with potential customers and increase the likelihood of closing a deal.
Статья Роберта Петерсона стала отправной точкой для развития и расширения понятия таргетологии. С течением времени появились новые технологии, инструменты и методологии, которые позволили таргетологам более точно определить и настроить свою целевую аудиторию, сделав эту профессию незаменимой в современном цифровом маркетинге.
The differences between a good targetologist and a bad one can be significant and can significantly affect the results of marketing campaigns. Here are a few key differences between good and bad targeters:
b. Ability to work with analytical tools: A good targetologist has experience with various analytical tools and platforms, such as Google Analytics, Facebook Ads Manager, Yandex.Metrica and others. He knows how to use these tools to monitor and analyze the results of advertising campaigns.
c. Ability to conduct A/B testing: A good targeter understands the importance of conducting A/B testing in order to determine the most effective options for advertising materials, targeting settings and strategies. He knows how to properly structure tests, analyze results, and make data-driven decisions.
d. Monitoring and Reporting: A good targeter can regularly monitor the performance of advertising campaigns and produce detailed reports on key metrics. He monitors trends and changes in data to respond in a timely manner and make adjustments to marketing strategies.
e. Interpretation and decision making: A good targetologist is able to analyze data and interpret the results to make informed decisions. He understands which metrics and indicators are the most significant for a particular business.
- Deep understanding of the target audience: A good targetologist carefully studies and analyzes his target audience. He takes the time to study their demographics, interests, behaviors, and preferences. A bad targetologist can neglect this analysis and create advertising campaigns that do not meet the needs and expectations of the audience.
- Effective use of data: A good targetologist knows how to properly analyze and use data. It uses analytics tools and technology to extract valuable insights from the data and apply it to optimize advertising campaigns. A bad targeter may be inexperienced with data or not paying enough attention to it, which can lead to ineffective strategies and low conversion rates.
- Personalization and Relevance: A good marketer strives to create personalized and relevant advertising messages for their target audience. He takes into account her unique needs and proposes appropriate solutions. A bad targeter can use generic and generalized advertising materials that do not attract attention and do not generate conversions.
- Testing and Optimization: A good targetologist conducts tests and experiments to determine the most effective strategies and tactics. It constantly optimizes advertising campaigns based on the data and results obtained. A bad targeter may not pay enough attention to testing and optimization, which can lead to the loss of opportunities to improve results.
- Analytical Skills: Analytical skills play an important role in the work of a targetologist and are another difference between a good and a bad specialist. Here are a few aspects of analytical skills that are important for a good targetologist:
b. Ability to work with analytical tools: A good targetologist has experience with various analytical tools and platforms, such as Google Analytics, Facebook Ads Manager, Yandex.Metrica and others. He knows how to use these tools to monitor and analyze the results of advertising campaigns.
c. Ability to conduct A/B testing: A good targeter understands the importance of conducting A/B testing in order to determine the most effective options for advertising materials, targeting settings and strategies. He knows how to properly structure tests, analyze results, and make data-driven decisions.
d. Monitoring and Reporting: A good targeter can regularly monitor the performance of advertising campaigns and produce detailed reports on key metrics. He monitors trends and changes in data to respond in a timely manner and make adjustments to marketing strategies.
e. Interpretation and decision making: A good targetologist is able to analyze data and interpret the results to make informed decisions. He understands which metrics and indicators are the most significant for a particular business.
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