Marketo-DG2DA

PART II: DIGITAL AD STRATEGY
AUDIENCE DEVELOPMENT
AND PERSONAS
Where and When to
Reach Your Audiences
Once you have identified your
audience, you now need to identify
where to reach them. In digital
advertising, “where” signifies which
websites your audience segments
are most likely to frequent. If your
audience segment is B2B marketing
practitioners, they may be on
marketing blogs or sites offering
marketing best practice tips. Or if
your audience is made up of
individual consumers, they may be
on large ecommerce sites.
As a marketer, you need to
determine, based on your
audiences’ online tendencies,
where your money is best spent,
whether that’s in display, retargeted,
or social ads, and on which type of
sites to place these ads. For
instance, if your audience is known
to spend time on Facebook and
Twitter, there’s no question that you
should be leveraging these two
channels by inserting ads into these
respective sites.
In some cases, timing matters for ad
placement. For example, if you
identified your audience as working
professionals, you might assume
that they use LinkedIn. From here,
you can identify the best time to
target them. In this case, you may
have identified weekdays during the
lunch break hour as the best time to
capture more of your specified
audience members’ attention.