Targeted Display: Demographic vs. Behavioral Targeting

July 20, 2020

targeted display digital marketing

In the world of targeted advertising, geo-fencing is the king. You can target prospective customers wherever they may be with Targeted Display. Targeting your competitor businesses directly and tracking shoppers for up to 30 days are phenomenal bonuses. However, geo-fencing is not a one-trick pony, and there’s another arrow in this quiver and its name is addressable targeting. Where regular geo-fencing breaks off from regular demographic targeting by hitting behaviors, Addressable Geo-Fencing bridges the gap between the two. How do you know if demographic or behavioral targeting is right for your business?  

When to Decide Between Addressable and Standard Geofencing

Understanding the tools in your advertising arsenal can be difficult. Luckily, Gatorworks is here to guide you between these two geo-fencing strategies. The simple solution is based on who you want to target and where you want to target them. 

  • If you don’t know who you want to target, but do know where they’re going to go, then geo-fencing is for you! 
  • However, perhaps you do know the sort of person you want to target, and need to find them where they already are. Then, you’re looking for addressable geo-fencing!

Differentiating Between Demographics and Behavior

Traditional wisdom leads many businesses to focus on the demographics of their core audience to the detriment of the rest of their shoppers. For example, you might be looking for males aged 18-30 or college-educated women under 40 because they’re most likely to spend money with you. However, why target demographically just by age, sex, or race, when you could instead target anyone interested in your products? That’s the key difference between demographic targeting and behavioral segmentation, but the best part is that Gatorworks’ addressable geo-fencing can be used to target both depending on your needs!

When to Pick Demographic Targeting

Do you want to expand your audience based on age, gender, or race rather than intention? Then demographic targeting is for you! If your product or service caters towards people over a certain age—retirement homes for example—it makes sense to target households with residents matching that age range. If you’re running a promotion geared towards women, then focusing on female-prevalent households will yield the best results. For campaigns such as these, demographics are king—or queen, depending on who you’re targeting!

When to Go With Behavioral Targeting

Perhaps you’re less concerned with who exactly you’re targeting but very concerned with their likelihood of buying. Then, Behavioral Targeting is for you! For example, if your company specializes in roof care, you want homes over a certain age. If you’re a clothing store looking to expand your client base, you want people interested in fashion! The list goes on and on. 

While many times your ideal client matches your target based on behavior or demographic, the important outliers can be considerable sources of revenue. Husbands can go clothes shopping for their wives and ladies can be interested in DIY car repair. so wouldn’t it be best to target people based on their searches and habits rather than physical characteristics? That’s the power of Gatorworks’ behavioral targeting. 

Grow Your Business: Start Targeting 

If you have more questions about whichever tactic is right for your business, you’re in the right place! Start your process with us today! To begin, either give us a call at 225.924.6109 or contact us online.