The type of advertising focused on certain audiences or specially chosen market segments is known as selective, taking into account different characteristics. Age, origin, interests, income level or geographic location are some of the main ones.
Selective advertising is therefore a kind of evolution of the classic concept of advertising, advocating the differentiation of markets and the specialization of the advertising message to each individual.
In this sense, it is usually considered that this type of advertising focused on a certain target has a higher cost. This happens when it is necessary to carry out a previous investigation of said audience segment to know their tastes and customs and, later, create adapted content about the company or brand to be publicized.
As with other types of advertising, selective advertising seeks the greatest possible impact of the messages it is responsible for transmitting and, therefore, greater benefits and advantages for companies that use its methods.
Targeted advertising features
The distinction generated by the advertising campaigns typical of selective advertising can be based on very diverse criteria:
- Differentiation of market segments by age, sex, interests, professions, income level or geographical origin
- Occupation of a certain channel or medium: physical advertising in a space such as posters at a university is not the same as on DIY websites
- With the growth of the technological field, it is currently experiencing a high level of use and utility, due to its adaptability to new tools
- Despite living in an increasingly globalized world, companies have discovered that today’s society is increasingly distinguishable according to the aforementioned criteria and, therefore, more accessible with marketing segmentation processes