You've been posting "sofa with a 10% discount" on Instagram for a few days now, and you've been haunted by sushi ads on Facebook for a week. Or a gym membership, online training, face cream, cat food.
“Everyone stays in place – aiming works.”
Yes, if you are interested or potentially interested in a specific product/service - targeted advertising will find you. Of course, if it is configured correctly. This is what a targeting specialist does.
Who is a targetologist?
A targetologist is a specialist who adjusts advertising in social networks so that it is perceived by the target group, i.e. one who can potentially buy a given product or service.
Target (from English) - target. Therefore, the task of such a specialist is to reach people who may be interested in it with advertising.
The difference between a targeting specialist and an SMM (social media marketing)
There are a few things that need to be taken care of at the beginning.
Often, a targeting specialist is confused with an SMM manager because all of these jobs involve marketing. And some companies even combine such specialists in one role. However, these specialists perform different functions.
The SMM specialist creates the brand's image in social networks - visual designs, texts, communication with users in comments and direct mailing. Typically, such a specialist has a content plan for social networks that is part of the company's marketing strategy. Therefore, this approach is more comprehensive.
A targetologist focuses on advertising. This specialist works more for point goals - to attract the user's attention, remember him and sell the product/service. It can also increase brand awareness and popularity through advertising.
How does targeted advertising reach its target audience, or rather target audience? Thanks to the data that people enter in their profiles in social networks and thanks to interaction with the content - i.e. analysis of their interests.
What does a targetologist do?
“Start advertising” sounds simple, as if you just click a button and relax. Is this really the case?
Here's what a targeting specialist does:
- analysis of the client's product and competition*
- search and segmentation of the target group
- creating creations and texts for advertisements
- advertising settings on social networks
- planning and adjusting the advertising campaign budget
– running test ads and creating reports on them
– analysis and optimization of ads after launch
*no analysis - hello, budget drain and unachieved goals
This profession combines analytics and creativity. After all, the targetologist must adapt the ad to make it catchy and also analyze whether it brings results.
Advantages
Remote work and high profit - this will not surprise us, because every digital profession has such advantages. What's great about being a targetologist and why is it worth choosing?
High demand. There are almost no companies that exist exclusively offline. Companies have websites and pages in social networks and therefore need a person to manage the flow of customers there.
Managing several projects at the same time. If you work as a freelancer, the number of clients determines your monthly income. You work on 10 projects for $150 each – and at the end of the month you have $1,500 on the card. The amount of work you can do depends on your experience, time, and client base (or ability to find it).
Quickly master the profession. To become a targeting specialist, you do not need to study at the institute for four years. All you need to do is complete courses that teach you how to analyze your audience and competition, use tools to create and display ads, and understand how to analyze your results.
Minuses
Now it's time to familiarize yourself with the disadvantages of this work so that they do not become an unpleasant surprise for you later:
The need for continuous learning. A client from an unknown niche, updating the regulations of social networking sites, trends in advertising creation - to create high-quality ads, it is important that you are able to learn quickly and not get tired of constant inquisitiveness.
Constantly changing social network algorithms. Updates appear on Instagram - you should be the first to know about them. Many beginners encounter ad blocking. To prevent this from happening, it's important to follow the rules of the website you're running it on.
High level of responsibility. The targetologist works with the client's advertising budgets - distributes them and is responsible for the results obtained. As you get more experienced, you'll worry less about an ad that didn't "work" the first time and about your combined budget - it's about testing experience and hypotheses. However, it may be a bit stressful for you at first.
Time zone difference. If you decide to cooperate with foreign clients from the USA and Asia, be prepared for the fact that communication with them will only be possible at night.
How to find customers
To start, it's important to understand that customers buy the results you can provide them. Best of all, it can showcase your portfolio and testimonials from previous clients.
To have a portfolio with sample projects, you can start working at an agency as a junior specialist. The advantages are that there are always a lot of different projects (=experience) in agencies, the disadvantages are often low salaries.
You can also create a project for someone you know for free - the result will become part of your portfolio. And friends who like your work will be able to recommend you or return to paid cooperation with you later.
OK, here's the portfolio. Let's move on to the most important question - where to look for customers:
– exchange of independent workers;
– personal brand development (write about your services on social media and share case studies);
– expert comments (answers to questions in groups and communities; ideal if you already have a theoretical knowledge base).
Remember
- Targetologist ≠ SMM Manager
- The main task of a targetologist is to use advertising on social networks to reach audiences who may be interested in it.
- This profession combines analytics and creativity.
- A targetologist can work both in a company or agency, or as a freelancer. Typically, these specialists run several projects in parallel.
- You can master this course within 3-4 months on average. However, it is important to be prepared for the fact that you will always have to learn and follow trends. This area changes regularly.
- The main disadvantage of the job is the regular changes in the algorithms of social networks, of which you need to be constantly aware.
- This is a profession for those who are not afraid to experiment and take responsibility, constantly learn new things and combine a love of creativity and the ability to work with numbers.
Conclusion
$144.8 billion is the amount companies spent on online advertising worldwide in 2021. According to forecasts, budgets will only increase.
And this confirms that the profession of a targetologist has incredible potential and will be relevant for decades as social networks develop.