You can reach out to your target audience by categorizing them according to desired demographics such as their gender, age, income, geography, etc.

This is a form of targeting wherein ad servers are used to target a user to show ads based on the context of the page they are viewing. This means that if a user is viewing a page with sports content on it, the displayed ad on that page will be sports related.

Behavioural targeting enables marketers to better understand their customers’ needs and interests. Consequently, they provide recommendations and offers that map back to those needs to improve the experience before they ask you how. This form of targeting also helps with direct response initiatives as it enables marketers to grasp consumers’ interests, online usage patterns and behavior to communicate with the audience that wants to be spoken to.

Retargeting is a method of convincing a customer to buy i.e. complete an online transaction they began but didn’t finish, buy more of a previously purchased item, or buy a complementary item. This is by far the most targeted means of reaching your audience through engaging messages seeing as you’re able to target customers based on specific profiling characteristics along with specific customer behavior.