Brand Marketing
Attitudinal Targeting: A Powerful New Way to Target Brand Advertising
For the first time, brand marketers and agencies have the power to precisely pinpoint and reach online audiences whose attitudes, values and interests make them most receptive to certain advertising campaigns and messages.
Attitudinal Targeting is highly effective for branding, product launches, corporate image and social responsibility campaigns where the primary goals include building awareness, educating and influencing consumers perceptions and knowledge about a company, brand or product.
How Can Resonate Enhance Corporate Advertising Campaigns?
- Micro-Targeting Means Higher-Performance Campaigns
Resonate delivers higher concentrations of your target audiences, translating into greater exposure for your campaign among the right mix of people. - Enhance the Organization's Image and Brand Reputation
Resonate can help you connect on a deeper level with your audience by finding audience segments that share your company vaules. - Message Segmentation
The success of your campaign may require reaching different audiences with different messages: A supportive audience may receive a product offer, while others who are unaware of your products or their benefits may receive an educational message designed to nurture their interest over time. - Reduced Budget Waste
Resonate offers the ability to reach online audiences that are pre-disposed to your message or product. - Rapid Response
Resonate provides the quick-targeting capability brand marketers need to rapidly launch or adjust campaigns and take advantage of market opportunities or breaking events. Resonate also provides immediate turnaround on performance reporting so that companies can understand the impact of online campaigns and make adjustments when necessary.
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Attitudinal Targeting Examples for Corporate Advertisers:
- If you are a healthcare organization looking to associate your national brand with excellence in patient care, you may want to target highly engaged individuals who are oriented towards a private healthcare system where government's role remains limited.
- If you are a paper products company looking to establish a better image on stewardship of natural resources, you may want raise awareness of your efforts through an image campaign targeting those who strongly support sustainability initiatives and a cap and trade system for carbon emissions
- If you are a national fast-food chain selling high fat foods, you may want to target those who support changes in food-labeling requirements and those who support anti-obesity legislation to spread the word on your recent removal of trans-fats from all of your offerings.
- For a company with an environmentally-friendly message, Resonate can target web users who support pro-environment causes or are in favor of environmental regulation.
- Resonate can support brand testing by helping companies learn the perception and acceptance of a particular product or service among various attitudinal segments—information that can be valuable in determining brand strategy and positioning.