In the past, large multinational corporations and smaller mom and pop shops alike relied upon traditional marketing strategies to capture and retain customers for their products and services. One of the most popular of these marketing strategies consisted of placing large print ads in magazines and newspapers. Another one of the most popular marketing strategies consisted of placing large billboards in busy city intersections. Another one of the most popular marketing strategies consisted of showcasing products and services at large annual and semi annual conventions; the most successful companies always made sure to reserve booths and tables at the conventions which regularly attracted thousands of potential clients and investors.
However, these larger multinational corporations and smaller mom and pop shops alike did not just place ads in any magazines, newspapers, city intersections, or conventions. They did not select their locations thoughtlessly. Instead, they tried to target ads so that they would reach the kinds of customers who were most apt to purchase the kinds of products and services that they were trying to peddle. Oftentimes these companies hired marketing researchers who would find markets at which companies would target ads. Then they hired ad designers who would develop campaigns which would target ad certain groups of people who were most likely to purchase the products and services that the company wanted to peddle.
Today, digital technologies such as the internet have obviated many of the traditional marketing strategies and target weekly ads. Companies can no longer expect to capture and retain customers for their products and services using newspaper ads, billboards, and conventions now that the vast majority of customers learn about new products and services through social media platforms such as Facebook and Twitter and through search engines such as Google. Despite changes in technology, however, companies still believe that it is important to target ads to specific segments of the popular. In fact, many experts actually believe that it is more important to target ads than ever because there are simply so many companies and websites on the internet that it easy for a customer to become lost or to not find the company that he needs.
Consequently, many companies hire third party internet marketing specialists who develop advertising campaigns which target ad certain segments of the population. These target ad specialists research keywords and key phrases which are associated with their clients’ products and services. Then they write articles and blog posts which use that word. Finally, they post these articles on the companies’ websites and on websites which link back to the company’s website. In this way, these companies target ad specific segments of the popular who are most likely to purchase the companies’ products and they ensure that these people see the target ads.