Audience Targeting Tactics In Digital Marketing
Tactics in targeting audience is essential when it comes to digital marketing. Digital marketers must be able to target specific audiences and demographics in order for their efforts to be successful. It all comes down to the Return On Investment (ROI).
However, as digital marketers may have already discovered, audience targeting can be a tricky game to play. Why? With a wide variety of marketers in the marketplace and an increasing number of digital marketing tools available—like demographics, similar audiences, in-market audiences, and CRM data—determining which combination of them works best for each campaign can be a complicated and time-consuming task. This is true for companies looking to stand apart in today’s ever-competitive global business environment.
So for your digital team to take control of audience targeting, start with the basics which is the opposite of “throw it against the wall and see what sticks” approach. This targeting lets you identify which specific people you want to reach and what content you want to share with them. This targeting lets you focus on—and connect with a specific audience.
Here are three key tactics when it comes to audience targeting that will ensure you run a successful digital marketing campaign:
Optimize Customer Relationship Management (CRM) Audiences–These are groups of consumers with whom you’ve already done business. Often these are among the most valued audiences because of their level of familiarity with your product or service. In general, CRM audiences must begin as a larger conversation because the effectiveness of these audiences depends on how adept you are at segmenting the data on your end.
An ideal segmenting strategy may include distinguishing between consumers who purchased last week/last month/last year or who purchase 1x/2x/3x annually on average. That way, agile marketers can prioritize audiences based on their propensity to execute the desired action: Repurchase
Bridge the Gap with Site Pixel Audiences– There are buckets of consumers who have visited your site. As a default, you should create several audiences including a) all site visitors b) cart abandoners (e-commerce) and c) all converters. Once basic audience lists have been created, you can layer these buckets of users into your search engine marketing (SEM) programs and evaluate (with performance data) the value of these segments so you can bid accordingly in Google Adwords, Bing Ads, etc. Audiences that are further down the funnel and closer to converting should be valued higher based on their increased propensity to convert.
Expose Your Business To Net-New Audiences- Net-new audiences refers to consumers who currently have no affiliation with your brand, product or service. This means, the tactic in reaching these potential customers will be forever changing. In-market audiences, for instance, are the hot new trend, with Bing recently announcing its beta offering for in-market audiences. These audiences are already available in Google and Facebook and present a new customer acquisition play. These audience members possess the least likelihood of any audience to convert because they have neither done business with your product nor have visited your site. Due to the lower affinity, the performance of these audiences should be measured with distinctly different KPIs than the other audience types.
In any digital marketing campaign, audiences come in all shapes and sizes, different objectives and changing expectations all the time. That is why implementing and fine-tuning granular targeting methods across channels and along the different stages of the buying process enables marketers to better connect with audiences, providing a competitive advantage that can lead to better brand awareness engagement and ROI.