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Readings 2

May 23, 2011

“The trick is to be everywhere, with tightly targeted messages. “

Josh Koster’s “Long Tail Nanotargeting” introduces specific methods to conduct targeted online advertising effectively. The idea stemmed from the popular “Long Tail” theory, which basically says the property of online audience is that they’re “extremely fractured.” That’s why general broadcasting ads won’t be as effective as targeted advertising in today’s fast-changing digital world.

In the article, Koster concludes that “long-tail nanotargeting takes those little gems—be it an endorsement, video, news story, or ask—and shows it to the people who would care.” Therefore, the key to long tail nanotargeting is to broadcast the persuasive message to the right niches instead of chasing a wide audience blindly.

So how to identify the right niches is the most significant step for this type of advertising. geographic targeting, demographic targeting and keyword targeting. Koster emphasizes people need to carefully distinguish between persuasion and acquisition niches. The former one “must first identify the most persuasive content available, then figure out who is most likely to be persuaded” and the second one needs to identify who you want to reach and then find a way to acquire them.

An interesting and a little scary fact from the article is the psychological phenomenon called source amnesia, which means people would remember the so called facts but failed to remember the source of this piece of information.

Additionally, a psychological phenomenon called source amnesia is an interesting but also scary fact from the article, which means people would remember the so called facts but failed to remember the source of this piece of information.

Lastly, Koster emphasizes long tail nanotargeting is “a very slow burn.” It takes time to collect data and be more accurate. Considering their respective characteristics, he also thinks Google and Facebook are more built for this type of advertising compared to local newspapers.

The Google article used a campaign on embryo donation as example to argue that online advertising is a useful tool to raise awareness and raise money comparing to traditional media campaign. The article illustrates that this type of advertising is effective, especially when the campaign is on a budget.

Josh Koster and Tyler Davis’ “Nanotargeted Pressure” article talks about the campaign targeting the CNN staff and the staff of other news outlet. It’s also another great example of the long tail nanotargeting theory. It’s quite impressive what the ads have achieved during such a short period of time and on a relatively small budget.

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