Are you marketing to 2021 digital standards? For many you may not be sure or the answer is no. Perhaps you have tried or heard of the various digital marketing tactics that exist such as geofencing, search engine marketing (SEM), local search marketing (Google My Business), pay-per-click (PPC) marketing, remarketing/retargeting, content marketing (blogging & article writing), email marketing, drip marketing, and social media marketing. As more and more consumers ditch the old-school buying methods and habits, it’s important to get creative and implement a myriad of effective digital marketing solutions to capture your target audience’s attention where they shop and make the sale.
What is IP targeting?
IP targeting is a method of delivering online display ads to mobile and desktop internet users based on their Internet Protocol (“IP”) address. Every device connected to the internet within a household or business has an IP address (series of numbers) that refers to its location.
Is IP targeting the same as geofencing?
As outlined above, IP targeting uses “an individual IP address” while geofencing uses “consumers’ GPS locations” (a virtual fence around a location using a group of IP addresses). Geofencing ads are delivered to everyone in the specific area or zip code, regardless of age and interest, which yields a lot of waste.
Geofencing: Ads delivered to 1,000 contacts of all ages and interests – you may experience more advertising waste because your ads will reach more than your desired target audience.
IP targeting: Ads delivered to 300 quality contacts (identified prospects and/or previous and current customers) via a list or tight polygon location(s) – you’re not paying for ads to unintended audiences.
With this comparison, you can see IP targeting is superior to geofencing in that you can better control how your marketing funds are spent by effectively directing the ads to your target audience.
The benefits of IP targeting
A strategic marketing plan should include both traditional (outbound) and digital (inbound) marketing tactics for optimal results. Here we have outlined a few of the key benefits of adding IP targeting to your marketing plan.
Target the entire network: IP targeting isn’t limited to certain platforms or online networks.
Cookie free: Internet cookies for website browsers track, personalize, and save information about each user’s session (like the contents of your shopping cart or your login information). As Google and Apple move away from the support of 3rd-party cookies, IP targeting is not impacted by this since the technology has been and continues to be 100 percent cookie free.
Pinpoint individual customers: Target prospective, previous and current customers via a list or by identifying and drawing a polygon around a location on a map.
Pairs perfectly with other marketing tactics: IP targeting is a great way to combine digital and print advertising for a one-two-three hit punch. A two-pronged approach keeps your business top of mind and fosters brand awareness so they know you before they need you.
Example: Send users IP-targeted ads, Google or social media ads, and send them a direct mail piece for optimal visibility. Note: It must be a highly enticing promotion for your target audience for it to be effective.
Putting IP targeting to work for your business
IP targeting can be done at a fraction of the cost of traditional media (print, radio, or television advertising). With IP targeting being a digital marketing tactic, you can also better track ROI with monthly reporting stats that track conversions back to a specific customer and campaign.
Increase in-store purchases: Serve alluring ads through networks in the local area. This is great for B2C brands like restaurants and retail stores.
Increase sales to a specific demographic: Target ads to college-aged students within the local university by sending the ads to college campus IP addresses, university website traffic or a wi-fi network. You can also use this strategy by interests like golf. Target locations where golfers frequently shop such as area sporting goods stores.
Event-based targeting: Dispatch ads to trade show or store event attendees after the event. You can send targeted ads only to the people who walked through the venue doors during a specific window of time (dates of the show/event). This is a great option for both the B2B and B2C industries that want to further grab their audience’s attention following an industry-specific event.
Getting started with IP-targeted advertising
The best way to get started is to use your existing prospect or customer list. With the location address, we can get the household’s or business’ individual IP. If you don’t have a list to start with or are looking to cultivate new prospects, lists can be purchased from providers. We can also target the IP addresses by household zip codes, other business locations, show/event venues and more.
Interested in learning more about implementing an effective IP-targeting campaign for your business? Please contact BPM at (920) 632-7648 or via our contact form.