Targeting Tactics Used to Raise ROI

• Posted: Thursday, May 22, 2008
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• Author: pradhana

Making sure even small marketing budgets are not wasted

Niche marketers may have a harder time targeting their audiences, but at least it doesn't cost as much as mass campaigns. That is one of the main findings of MarketingSherpa's "Online Advertising 2008: What Works, What Doesn't and Why" report.

The research company surveyed marketers in the US in February 2008 and found that nearly one-third of those targeting niche consumer audiences spent under $9,000 during the month. None of the marketers targeting mass consumer audiences spent as little, and over one-third spent $1 million or more during the month.

"The more people you are advertising to, the more you are going to wind up spending," said Tim McAtee, senior analyst at MarketingSherpa, in a statement. On the other hand, he noted, "If you're selling nuclear reactors or something, like GE, you can have a huge cost per ad—a huge cost per sale, and have that still make sense."

Read more - eMarketer

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