B2B advertising begins with the target audience. Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with.
However, one of the first things advertisers do is generalize their target audience. Here are a couple examples of how B2B target audiences are generalized for advertising:
- Juniper targets companies with large data centers. However, before that can be turned into a broad advertising plan, it is generalized as large companies or specific industries likely to have large data centers.
- UPS targets companies with national and international logistics and high volume shipping needs. Again, that is generalized into industries, large companies or even geographic regions before it can be used as a target for advertising campaigns.
What if you didn’t need to generalize your audience? Instead of targeting large companies or industries, what if Juniper could directly target companies with large data centers or UPS could directly target companies with complex logistics needs?
Today they can. [Read more…]