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For advertisers looking to use their ad dollars as effectively as possible (so… pretty much everyone), identifying the best message to send to the right person at the right time is key. So how do we do that? Determining a solid strategy and the best tactics comes down to really knowing your audience and defining a laser-focused goal for your campaign. After all, if you don\u2019t know your audience, how are you supposed to communicate with them?<\/p>\n
The growth of data collection tools and \u00a0data management platforms<\/a> has allowed for the development of highly sophisticated approaches to media buying<\/a>. We\u2019re now able to target potential customers anywhere along the purchase journey and ensure the right message is reaching them at the right time\u2014AKA, when they\u2019re most likely to convert.<\/p>\n Audience targeting has been around for a while, but in recent years and even months, it has gotten better, stronger, and more accurate\u2014 giving us the ability to get as granular as we need to in order to reach unique audiences. Audience targeting has also been provided newer media buying possibilities across all platforms, including social channels, ad servers, search channels, and content marketing.<\/p>\n As campaigns roll out and data starts rolling in, segmenting those audiences into higher vs. lower \u00a0converters enables marketers to build even more targeted campaigns by adjusting tactics and reallocating dollars to reach goals more efficiently and effectively. That means accurate audience targeting has the potential to turn all those casual browsers into active buyers.<\/p>\n Working from the information you already have, here are three things to consider as you identify, segment and target your audience:<\/strong><\/p>\n What do you know about the target audience? Can you call out their pain points, what motivates them, and why they want or need what you have to offer? You can start with what you think you know (and you might be right about a lot of it) but to really understand your audience you will need to analyze the information you have in your CRM and any other analytics. Examine the actions of your best or ideal customers and start building on that.<\/li>\n It\u2019s tempting to set up a remarketing campaign addressing a specific scenario, such as re-engaging with cart abandoners or cross-selling products and services. This strategy will work, but it\u2019s not the most effective approach. What you\u2019re doing here is building a solution for one of your problems instead of looking at it from a customer-centric perspective. Build your campaigns around you customers\u2019 pain points and you will be more successful at showcasing your ability to solve them.<\/li>\n \n Get exclusive insights into digital \n
Understand who you\u2019re dealing with<\/h2>\n
Think like a customer<\/h2>\n
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