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In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation. [1] Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies. [ 2 ]
For example, targeting car ads on a portal to a viewer who was known to have visited the automotive section of a general media site. [6] Contextual targeting — (also known as Semantic Marketing) refers to the optimum ad placement as a result of analyzing information from the entire Web page where the ad is being served. This concept was ...
Targeting in politics is widely used in determining the resources of time, money, and manpower to be deployed in political campaigns. Political parties, campaign committees and political action committees prefer to place their resources disproportionately in constituencies where victory is possible, but not assured.
Primarily, positioning is about "the place a brand occupies in the mind of its target audience". [2] [3] Positioning is now a regular marketing activity or strategy. A national positioning strategy can often be used, or modified slightly, as a tool to accommodate entering into foreign markets. [2] [4] The origins of the positioning concept are ...
Contextual targeting involves the use of linguistic factors to control the placement of advertising material. The advertisements are selected and delivered by automated systems, taking into consideration the context of a user's search or browsing behavior.
Example of targeting in an online ad system. Targeted [1] advertising or data-driven marketing is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.
The American Marketing Association (AMA) defines advertising as "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about ...
As with other forms of advertising, targeting is key, and factors that often play into PPC campaigns include the target's interest (often defined by a search term they have entered into a search engine or the content of a page that they are browsing), intent (e.g., to purchase or not), location (for geo targeting), a device used (e.g. whether ...