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Assignment 2: Targeting Parameters

1. The document outlines targeting parameters for a Facebook ad campaign for an adaptive clothing brand. It provides demographic and location targeting details using the persona of a 30-year-old married man living in India looking for comfortable, inclusive, and fashionable clothing. 2. Recommendations include targeting by age, gender, location in India, and online interests related to adaptive clothing as well as motivations like a healthy lifestyle and inclusivity. 3. Behavioral targeting is suggested based on web browsing history related to adaptive clothing and disability content as well as inferred affinities around inclusive, functional clothing.

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Gladwin Joseph
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64 views

Assignment 2: Targeting Parameters

1. The document outlines targeting parameters for a Facebook ad campaign for an adaptive clothing brand. It provides demographic and location targeting details using the persona of a 30-year-old married man living in India looking for comfortable, inclusive, and fashionable clothing. 2. Recommendations include targeting by age, gender, location in India, and online interests related to adaptive clothing as well as motivations like a healthy lifestyle and inclusivity. 3. Behavioral targeting is suggested based on web browsing history related to adaptive clothing and disability content as well as inferred affinities around inclusive, functional clothing.

Uploaded by

Gladwin Joseph
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Assignment 2

Targeting Parameters

Adaptive Clothing Marketing Persona

BACKGROUND
WORRIES AND FEAR

• 30 Years Old
• Not being able to buy clothes of
• Married
her choice.

• Lives in Chennai, India


• Placing Burden on her peers.

• Full Time Employer and CEO


• Not having enough time to dress
and undress.

• Not being able to any physical


FINANCIAL DATA

activities.

• Household Income: 30 L PA

• Money Conscious

• Prefers to use credit card/debit


MAKE HIS LIFE EASIER

cards
• Adaptive Clothing that’s inclusive
and fashionable.

• Easy to dress/undress

ONLINE BEHAVIOURS

• Health Equipments

• Facebook, Twitter and Instagram


Justin Vijay Jesudas
• Adaptive Clothing Brand with
User

plenty of choices and variety.

• Mostly active on Facebook and


“I Like wearing clothes that are
Twitter

comfortable, functional, Inclusive • Look for coupons, deals, discounts INFERRED AFFINITIES

and fashionable too.” for online shopping.


• Fashion and Lifestyle Affinity,
Affinity towards classical musics,

WHAT IS HE LOOKING FOR?


movies, and sports.
A DAY IN THE LIFE OF
• Easy and care free life.

JUSTIN

• Clothing that is easy to dress and
• His Daily routine depends on undress

wheelchair

• Fashion Lifestyle

• CEO at the Spinal Foundation

• He has his own responsibilities and


mostly self dependant.
WHAT INFLUENCES HIM

• He’s fashionable and wears


• His Colleagues, His friends and
fashionable clothing.

Family

• He has his own car and a caretaker to


drive him to his office. • Fashion Magazines, blogs, and
literatures, Sports, etc



Targeting Parameters in a Facebook Ad Campaigns

1. DEMOGRAPHIC TARGETING. (Background)


- Age, race, ethnicity, gender, marital status, income, education, are examples of demographic
data. These types of data can be collected quickly and easily for a Facebook ad campaign.

2. LOCATIONAL TARGETING (Geofencing)


- Location targeting chooses the areas the advertisements should appear in Facebook. Ads can be
shown to people who live in, frequent, or have expressed interest in the targeted locations by
default.

For example, if I own an Adaptive Clothing store in India and choose India as a targeted area, my
advertising would be shown to people who live in India or who have expressed an interest in
Indian Adaptive Clothing (now or in the past). These ad campaigns can be targeted to the
location I choose.

3. ONLINE BEHAVIOUR (Online Interests, browsing habits)


- Online behavioural advertising is a technique that enables marketers and publishers to target
users with specific advertisements and marketing messages based on their web browsing habits.
In general, this type of targeting is based on information about a user's actions, such as:

For Example: Viewed pages, Articles about adaptive clothing, The amount of time a target
audience of adaptive clothing spends on a website, Date of website visit Other details about their
experiences with the website Ads, content, and buttons clicked.

4. LOOKING FOR (Psychographic Factor)


- looking at the Internal interests of the targeted audience, in this case, For Example: TheFacebook
ad campaigns for adaptive clothing are targeted to the audience who look for care free life,
healthy lifestyle, inclusivity,..etc.

5. INFLUENCES (Motivational Factor)


- The factors that motivates the targeted audience like blogs, websites, stories reaching Facebook
ad campaigns. For Example: “The Secret Formula for Inclusivity” a Blog that speaks about
adaptive clothing, posted as an ad on sponsored website.
6. INFERRED AFFINITIES
- The Ad will meet people based on a holistic image of their lifestyles, passions, and habits using
affinity audiences. It demonstrated a qualified interest in a topic, enabling marketers to reach the
people who mattered most with their goods or services.

For Example: Facebook Advertisers may use this to target affinity audiences who looks into
inclusive and functional clothing in Search, Display, and Video campaigns, Disability
Contents..etc,

7. BEHAVIOURAL DATA
- Advertisers and marketers will target specific users using behavioural targeting. This approach is
based on the idea that the ad should be applicable to the individual who is visiting the website,
rather than the page itself. For Example: behavioural targeting can be enriched with data pulled
from registered users’ profiles from different websites and linking them to Facebook.

By Gladwin Joseph E

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