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In order to be successful with any kind of online
campaign, you need to reach your target audience. This will get you better
results and maximize your marketing efforts. Let’s learn how to find your
target audience and why you need to use them.
Definition
Basically, your target audience is your potential
customers, the group of people that you address your products and services to. It is usually determined by demographics such
as age, gender, income, education or location.
When you use targeted audience groups, you focus on the people who will
actually see your marketing messages not just on where your ads are displayed. Having
the right audience is important for your campaign’s efficiency. Studies show that ads tailored to customers’
needs can significantly increase your return on investment up to 8 times.
Types of Target
Audiences
*Demography
– includes attributes such as gender, education, income or geographical
location. Using this kind of data, you
can target your campaign for example at women between the ages of 35-50, or Men
from cities with large population.
*Interests – uses data about people’s hobbies, habits,
things they are looking for or read about online. By knowing your customers interests you can
engage that audience with products that you know are going to be interesting to
them. For example, you can offer a new
book for book lovers, or music books to piano players.
*Purchase Intentions – designed especially for
e-commerce. These audiences are divided into
people who recently searched for a specific product like a car or computer and
had not looked for it previously. This
means they want to purchase a new thing and want more knowledge about the
product. Examples would be televisions, cameras,
phones or vehicles.
For targeting purposes, you could use just one type of
audience attribute or mix them to create a very detailed group. In other words,
you could target users age 35-50, interested in computers who are looking to
buy a new laptop.
Data Management
With digital marketing, collecting and analyzing
information is easier than ever.
Marketers can check which pages they visit most often, which products
are bought the most, and even which pages perform the best. To manage all the collected information, data
marketers use data management platforms.
This is a technological platform used to manage users’ data and divide them
into specific groups like specific markets, products or even campaigns they
read. This allows marketers to increase
sales by displaying ads to a precisely chosen group.
To
find your target you must understand your audience. What problems do they need
solutions for? Who they are? Start with your
current customer base - what attributes do they have? If you store data about
users, you can analyze it using a tool like google analytics. It will give you
a lot of insights into your clients’ profiles.
Think
about your products and services. What benefits or solutions do you offer? Try
to list them. Then think about people who have a need that your business can
fulfill. What age group are they? What they are interested in? What they are
looking for and how can your products fill their needs? It will help you to
find the right attributes of your target group.
Finding your audience and understanding what they are looking for can be an exciting journey. Analyze the data, offer them personalized brand experience and measure the results. Building the right audience is not a single activity - to increase the sales you need to review your target audiences and check how their expectations change over time.
Not sure how to gather and analyze
data? Still confused about target audiences or google analytics? Check out the Frontline Consulting Website for
more information or to contact us.