The Growth of Targeted Marketing

October 26, 2010


An exciting development in marketing which has emerged recently is that of geo-fencing. This new technology allows for consumers to be informed of special offers on their favourite brands based on personal information and location. In the UK, Starbucks and L’Oreal are now a part of geo-fencing. This means that once a consumer who has signed up for the service is within half a mile of a Starbucks store, for example, he or she will receive a text offer for a particular type of coffee. Similarly, once near a stockist of L’Oreal products, the consumer will be sent a text with information about a specific deal or money-off offer.

          It seems that marketing is becoming more and more targeted as time goes on. Technology is allowing for this to happen, with Google AdWords already having emerged as a powerful tool in reaching a target audience. It could be argued that targeted marketing works well because it seeks to match individual needs as opposed to merely getting the name of a product known in the hope of generating sales. It ties into the idea that each one of us has a sense of identity, which is different to the identity of every single other person out there. In other words, we see ourselves as having needs different to those of others. We like it when big brands recognise this. It makes us feel special.

          Big brands need to be reminded, however, that each and every one of us is not only an individual, but also a social being. How we define ourselves is very much dependent on the groups we are a part of. A group could be anything from a family unit to a football team. A campaign can be just as successful when it is about sharing something with others as it is when it’s set up to target individuals based on personal details. A good example of this is Guinness’ Arthur’s Day which was based on the idea of celebrating a moment with others and being part of one massive group.

          In advertising, there is a place not only for targeted ads, but also for big branding exercises. It is vital that both individual needs and the concept of social identity are understood by marketers, so that a campaign is allowed to make the best connection possible with the consumer.



2 Responses to “The Growth of Targeted Marketing”

  1. […] let’s not forget the more recent advent of tangible rewards being offered by the likes of Facebook places and other geotargeted promotions. Money-off offers […]

  2. Precisely how long did it acquire you to write “The Growth of Targeted Marketing The Influentials”?
    It includes a great deal of really good knowledge. Many thanks -Dewayne

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