Friday, December 19, 2008

Targeted use of Internet Advertising.

As an Australian living in the UK my internet browsing habits are probably a bit different to most of you and I have noticed an interesting marketing tool that may be of interest.

I read the Sydney Morning Herald almost daily, because it keeps me up to date with what's happening at home and it also because I like it's coverage of world affairs.

Recently I have noticed that the advertising I see on the site is particularly targeted to my circumstances. In particular I see advertisements for currency exchange services and ads from recruitment agencies offering me the opportunity to be 'head hunted' back to Australia.

Obviously the web site identifies my location from my IP address and targets the advertising appropriately.

Everybody wins from this. The normal, Sydney based, advertisers don't care whether someone in the UK doesn't see their ads and presumably don't demand a reduction because of it. It's probably in the fine print. The targeted advertiser is offerred a chance to advertise in a major publication at a fraction of the cost of the full rate. The newspaper makes some extra revenue and even I don't mind seeing ads that are more relevant to me. Actually it makes me feel kind of special.

Check out if you want to see what I mean.

What other clever uses of internet marketing have people seen. I know every time I go online to Amazon I get an email from them.