Study Notes
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Digital Marketing - Study Notes:
What is it?
Targeting allows you to place your ad in front of the right people and the right websites. We are targeting people and websites because they might have an interest in us, or there might be an alignment between the website and our brand itself.
The two types of targeting, and these are key differences.
Audience targeting
This is targeting people because they fit a certain profile. That can be they have a certain interest in things, or they’re in the market for something, or they’re being retargeted. We are targeting people in this instance.
Contextual targeting
This is based on the keywords that are included in the site, or indeed the type of site that we’d like to target. That’s called topic targeting. So, if a website’s sole focus is cars, we might find that under the automobile section of topics. Or if a website’s sole focus is health, we might find it under the health and lifestyle topics option. So again, we’re not targeting people in this instance, we’re targeting the type of sites and the content that is on those sites.
It's very important to distinguish between audience and contextual targeting.
Back to TopDigital Marketing Resources:
Cathal Melinn
Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Toolkit: Digital Marketing Campaign Brief Template
- Toolkit: Digital Media Plan Template
- Article: The Power of Design-Led Content Marketing
- Article: 6 Tips to Re-engage Your Audience
- Article: Brand Awareness: Why a Digital-First Approach Is Essential
You will not be assessed on this content in your final exam.
