Join the Digital Audience Targeting Revolution
Audience targeting is the backbone of digital marketing. The right audience targeting enables you to reach the specific people who are interested in your product or service and it conserves your valuable ad budget. And although even some advanced audience targeting methods have existed for years, ever improving data is leading audience targeting through some revolutionary changes. In this blog, we will discuss a few ways you can keep your audience targeting ahead of the curve and improve your digital marketing in the process.
Appealing to emotion in your audience targeting
Remember learning about including pathos in your English papers? It turns out emotional appeals are an increasingly important part of audience targeting too. Until recently, emotional receptivity was nearly impossible to target. One change has been the advent of life-event trigger data, datasets that include people who are going through major life events. Examples of life-event trigger datasets include new moms, newly engaged couples, newlyweds, new movers, and new business owners. These life changes can be emotional times, and they present great opportunities to forge powerful and lasting emotional connections with your prospects.
Reaching B2B prospects at home and B2C prospects at work
In 2015 alone, digital ad revenues exceeded $59 billion. That’s a good thing for the digital marketing industry, but it also means prospects see a lot of ads. Make your ads stand out by using linked data in your audience targeting. Some data companies have been able to link their B2B and B2C databases. That enables marketers to target B2B audiences at home and B2C audiences at work, or really, wherever they are.
For example, the marketing department for an institution offering an executive training program might have a list of B2C prospects. The marketers could make their ads stand out by using linked data to target their prospects at work. The prospects would be more likely to be thinking about professional development while they are at work, and B2B inboxes have fewer offers from competitive institutions.
For the B2B marketer, because you’re matching a consumer email to the business email, that can turn into social ads, display ads, and more. You’re basically able to reach your decision makers on their personal devices, email, social accounts, or when they surf the web.
Improving personalization through audience targeting
Many of the improvements to audience targeting revolve around making ads more personalized. One 2016 study found that 71% of customers prefer personalized ads. Targeting tighter, more accurate audiences will give you more opportunities to personalize ads without worrying about them going to a more general audience.
Although traditional methods, such as demographic data, are still a vital part of audience targeting, newer datasets are unlocking previously unrealized potential for digital campaigns. If you are ready to join the audience targeting revolution, contact us to learn more.