IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Since social networks appeared and made the Internet a way of life in which without values and without quality there are no options, hyper segmentation began to be seen as a magnificent way to connect users with common interests, needs that come together and that derived from that union, all parties obtain benefits. These conclusions come from the hand of the recently created Yahoo! AdLabs. Returns greater than 21 times were one of the main results of a study carried out by Yahoo, in which it was found that hyper-segmented advertising opens up new business opportunities, since local online advertising used in a sales campaign can exceed in five times the investment allocated to it.
Dr. Prabhakar Raghavan, Yahoo’s chief scientist Cayman Islands Email List leader of the Yahoo laboratories, reported that Ad Labs will be based on the identification and opening of new paths that lead to a deep understanding of the application of marketing strategies. The method applied to quantify the commercialization derived from hyperlocal advertising is unprecedented, achieving an object of study of an unprecedented scale. Additionally, the advertising ROI was highly efficient, since 75% of the total sales were generated by purchases in the same stores. Customers living two miles from a physical store accounted for 10.6 percent of the response from potential consumers targeted by the hyperlocal ad campaign, but generated 56% of sales. To reach customers who live within a five kilometer radius of a local store, the return on advertising investment was four times, and 21 times for which the distance was 3.2 kilometers (2 miles).Compared to other types of online advertising created specifically to drive traffic to online purchases, hyper-targeting is driving traffic to nearby physical stores.
Adlabs boss Ken Mallon informed the media that media innovation and segmentation is so powerful today, which is why we are becoming increasingly difficult to understand its effectiveness. Yahoo’s ability to measure new proposals on a large scale makes this initiative a gateway to new productive, creative and innovative models for the strategies of the future. For her part, Laura di Dio, Analyst at Information Technology Intelligence Corp, reported that hyperlocal ads are undoubtedly one of the strengths of online advertising. He added that Yahoo’s new Adlabs is part of the company’s constant effort to differentiate itself from Google, where the growth of online advertising is proportional to the complexity of the system. Yahoo Labs was founded in 2005 and focuses its line of research on the Internet and new technologies, currently, they will have a space in the science week, with the main scientists of the brand to debate topics that include the analysis of efficiency online in terms of boosting sales in SMEs; why the behaviors of our network of friends can influence ours or the impact that the frequency of the ads causes in the decision of the users, as well as an eye-tracking study to establish the relationship that exists between the content of a web portal and ad content.