IP targeting advertising allows you to target an entire household of devices instead of each individual device. It’s like a much more efficient and effective form of direct mail that is more granular than general geotargeting.
After all, living within a ZIP code doesn’t make a consumer a good fit for your business. And targeting a whole ZIP code can lead to advertising ineffectiveness. It also might decrease your marketing results.
If you are unsure how IP targeting marketing can benefit your business, here ten industries that can benefit from IP targeting advertising.
Each insurance company has a certain bracket of individuals who are best suited for their products. This could be based on income, habits, or a combination of both factors. These individuals are the ones that are most likely to choose the insurance company as their insurer because rates match their individual needs.
IP targeting advertising allows insurance companies to be very specific about the households that match their criteria. Instead of blanketing an entire neighborhood solely based on home value, an insurance company can specify their audience based on:
- Number of vehicles the household has
- Age of drivers
- Driving record of all drivers
- Features of the home
- Age and income mix ideal for life insurance
Now, the insurance company has built the ideal profile of a customer. The customer would be interested in purchasing an auto, home, and life insurance from the company as a bundle. By marketing in this way, the insurance company’s advertising has a high pay-off when the customer converts.
IP targeting auto dealer
Auto dealerships can benefit significantly from IP targeting advertising. Using IP address targeting, an auto dealer can target past customers who have purchased or leased a vehicle. Add in a specific timeframe to further target your customers.
Using this information, the IP targeting auto dealer can market new lease specials related to the same or similar vehicles. Or, the auto dealer could try and win back customers that turned in a lease two or three years prior.
Additionally, IP targeting advertising can help auto dealers build out an ideal profile to prospect new customers. For example, to market an all-electric car, the dealership can target homes that use alternative energy and fall within the target income and demographic information for the vehicle.
Colleges and universities
The advertising that colleges and universities do is twofold because they have two audiences. Colleges and universities must reach both parents and potential students with their messaging because parents are highly influential in the decision-making process.
Because the audience is the full household and not just the student, household IP targeting is more effective than device targeting. Geo-targeting will reach a vast audience that may or may not have a high school or college-aged student living in the home. In this scenario, geotargeting is too broad and will result in wasted marketing dollars.
A better option for colleges and universities is IP targeting advertising. It takes into account the ages of the household members, mixed with income, and can factor in location to ensure you build the ideal customer profile for your advertising.
And when you merge household IP targeting with targeted ad messaging, you’ll get more clicks to contact and more tour requests.
Household IP targeting for medical practices
When a new medical practice, such as a dental office, comes to town, reaching household decision-makers is crucial. Most new practices use direct mail to ship out postcards to everyone within a specified mile radius of the new practice.
But most postcards get discarded along with other junk mail or might never reach the household decision-maker. Household IP targeting allows you to reach an audience that matches your practice’s patient profile to make your marketing dollars work harder for you.
Household IP targeting enables medical practices to reach all members of households and exclude households that don’t make sense. For example, you can exclude households that have temporary members, such as renters or homes used for vacation homes. These individuals are less likely to be lifelong patrons of your medical practice.
IP geotargeting B2B
B2B businesses face unique challenges in their marketing. One of those challenges is that there are many decision-makers within a business that might influence whether or not a company chooses to work with you. So marketing to one person generally won’t be enough to sell your product or service.
Instead, consider IP geo-targeting B2B. Using this method means you can reach an entire organization with your messaging. You can get to everyone from the front desk worker who uses your product to the CEO who makes the purchasing decision.
In most B2B buying scenarios, there are six to 10 decision-makers with vary levels of authority and responsibility. But who those decision-makers are isn’t the same for every product and service the team purchases. The decision-making process is much more fluid and adapts to meet the needs of the team purchasing the product and the group using the product.
That’s what makes IP geo-targeting so powerful for B2B sales. You can serve ads that build a relationship over time through targeted content marketing to lead to more sales and better conversion rates for your advertising budget.
IP targeting marketing for banks
Banks and financial institutions find tons of value in IP targeting. To encourage refinancing your home or getting a home equity line of credit, financial institutions can reach a target audience that has these needs.
Instead of blanketing a list of everyone who has a mortgage, banks looking to encourage refinancing can target households based explicitly on their mortgage terms. Not every customer can benefit from refinancing. That’s where IP targeting marketing can help an organization be more specific in reaching the right people.
Additionally, the bank knows how much of a customer’s mortgage is paid off, meaning they have equity in their home. Armed with this information, the bank can encourage their customers to take out a home equity line of credit to send a child to college or start a new business. Encouraging new debt can harm financial institutions when the individual isn’t responsible for paying that debt, so being selective in this process is essential.
IP targeting advertising for politicians
Politics are much more complicated than just parties. Some political think tanks and researchers believe political parties are becoming extinct. The current structure of politics makes it more difficult for candidates and politicians to market and spread the word about their causes.
Today, politicians need to reach individuals that sympathize with their views and not just their party. This means heavier targeting to reach households that tend to vote a certain way, and IP targeting advertising can provide this opportunity.
Using your database, you can reach households that are on the fence about your viewpoints or that share your views. Reaching these individuals can ensure they vote for your candidate or cause during election season.
Healthcare-related IP targeting
Health care advertising carries with its specific requirements and compliance issues. Because of that, some health care organizations find themselves simply blanketing an area to reach customers and share the news about what they have to offer.
Using compliant IP targeting companies, you can reach an audience with specific ailments or medical needs. IP targeting platforms can offer this information without violating HIPAA or any other compliance requirements.
B2B IP targeting for SaaS companies
B2B IP targeting can help SaaS companies reach organizations that match their service well. For example, marketing cloud SaaS products generally look to reach organizations with specific marketing spend or team size. As the SaaS market continues to grow and become crowded, targeted advertising is ever more critical.
Instead of blanketing all companies within an industry, reach out to companies that are a good fit for your service using B2B IP targeting for SaaS companies.
Household IP targeting to upsell current customers
In number four, we explained how household IP targeting could benefit new local businesses in prospecting. However, outside of prospecting, household IP targeting can also be beneficial for reaching households with current customers to upsell them.
You have a list of current customers, so why not use that to your full advantage? The success rate for upselling an existing customer is 60-70 percent, while the success rate for selling to a new prospect is 5-20 percent. Plus, you don’t have to spend additional marketing dollars trying to find customers as you do with prospects.
IP targeting advertising can work for any industry to reach customers that are a good fit for your product or service. It enables new marketing opportunities you hadn’t previously tapped.
IP-based marketing can be a very effective method to reach your audience and generate more sales. The more you know about your customers, the more effective your IP targeting ad campaign can be.
If you’re interested in reaching your audience using IP targeting, contact us to discuss your campaign goals.