Defining targets in cyberspace is no easy task

When an advertiser's Web site is established, there is no additional cost per consumer reached and certainly no other costs linked to the frequency of visits. In such a universe, one might ask why one should bother using target marketing when the cost argument is close to zero. The answer is not so simple. As the number of information options increases, a site's likelihood of visits drops rapidly. Seeds must be planted in other conduits to bring visitors to a Web site, and that is where targeted efforts are needed. One should target by concept, content, seeding, and interest.