We here at Young Marketers make it our mission everyday to push forward the next generation of geniuses in the $138 billion world of marketing. Marketing is something that requires your full attention, and a part of that is always learning. Everyday, new publications pop-up trying to give you more and more tips as to how you should market, but some stand tall above the rest. One of sources that I believe to be in that upper echelon is GeoPath. Throughout my next three blogs (including this one) I will be detailing my experiences with the three certifications from GeoPath, and filling you all in on what were my main takeaways from them, starting with specifying demographics and the different types of impressions.
You can’t start this without at least talking a bit about what GeoPath is. Today, GeoPath focuses on “state-of-the-art audience location measurement, deep consumer insight, and innovative market research” (GeoPath). It was created in 1933 with the mission to keep track of all of the out of home media and advertising in the United States. It is an extremely powerful tool for anybody looking to broaden their knowledge of marketing, with all of its courses and different certifications to make sure that you are actually taking in the information being presented to you. With a seemingly endless flow of information, GeoPath has something for everybody when it comes to learning new tactics and ideas in advertising.
One of my main takeaways from this chapter that I think everybody should take the time to study is the idea of specifying your target audience. It may seem like the better option to just throw your ads out to anybody, with the sole purpose of making sure any and everybody sees your work. A business should specify their demographics solely as to not waste time and resources. Say for example you’re a company like GameStop, who should you market towards? More than likely it would be the 18-49 demographic specifically to people who live in a relatively close proximity to a GameStop. By doing this, the company isn’t wasting time, effort, and money marketing towards people who either have no interest, or won’t be near a GameStop any time soon. I experienced the benefit of this when I was marketing for a local restaurant. Depending on the time of the year we sell Thanksgiving dinners, Christmas trees, roses for Valentines Day, etc. We found for the roses that when we target males, we got many more phone calls and orders, because the ads weren’t being spread thin so to speak, and were able to ensure it would not be seen by people who didn’t need it, increasing the odds of the right person seeing it.
There are many different types of impressions, with the main three being served impression, which are served impressions, which are delivered to the advertising space, viewable impression, which are displayed and have an opportunity to be seen, and audience impressions, which are seen and or heard by the audience (GeoPath Course 4: GeoPath Measurement Across Media). I believe that audience impressions are the best, because it is simply seen and heard by the audience, and really is straight and to the point for what you want out of your ads.
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