Mobile initiatives can give your business the freedom to select the right kind of audience, no matter the size. For an example of how targeted internet marketing campaigns allow for specificity in your planning, we can turn to a travel-based company's movement to net a different demographic. This can go well or badly, but the important thing is that your company uses the capabilities of mobile to play to your strengths.

The company in question is the hotel chain Marriott, which last month began a campaign that focuses on younger travelers who are particularly tied to their phones and other devices. According to the New York Times, this month the so-called "Travel Brilliantly" initiative made its way to mobile, with online videos also a part of its strategy. The total cost of the campaign will reportedly reach as much as $90 million over the course of the next two years. 

Marriott marketing vice-president Mara Hannula explained the ideas behind this change in focus to the Times, indicating the importance of always-on initiatives to capture the attention of the younger generation.

"They demand style and design," she said, describing the new focus of this initiative."Technology is central to their lifestyle. They seamlessly blend work and play."

When planning your targeted online advertising, you need to react to the very real market forces that affect your business and plan for the future. Key Media Solutions can help you zero in on exactly what it is that you need from your customers and what tools are most likely to reach them.