Static methods of marketing to audiences look at age, gender and geography to segment consumers which has become the norm in digital marketing, with consumers who don’t fit those segments disregarded. These missed potential consumers are known as “valuable wastage”. However, this method of targeting can miss out on many potential customers of the brand in that advertising campaign.
Enter Audience Marketing, which takes a different approach to targeting. This looks at the personal aspects of people in all demographics, such as behaviors, perceptions and mindsets, and targets them according to those characteristics. For instance if 2 people in different demographics show similar behavior and mindsets which are right for the campaign, they should be included in the targeting and not just discarded based on their age alone.
Important Characteristics for Audience Marketing
These three characteristics can be combined to identify your audience, splitting them into sub-categories which are much narrower than traditional demographic targeting would allow. Let’s take a closer look at how to use them:
Behaviors: The audience show a particular interest in your product or service area, through actions such as sharing certain articles or searching for specific retailers. This could indicate that they are close to buy or have recently bought a product in your relevant category.
Perceptions: They present their views about topics relating to your campaign, whether positive, negative or neutral. They could be more emotional about a certain topic, posting multiple times about it. This can be used to engage with them.
Moments: People display distinct emotions and opinions when they are in specific moments in time, be it commuting or having a cup of joe at a coffee shop. Audiences share their annoyance or joy about being in these scenarios, which can be used to narrow down your campaign to a single one of these moments. This will give your campaign the maximum impact on your audience.
The power of social data
Social data allows you to identify these audiences and discover their interests and mindsets through the conversations they have about them. This provides insights which can inform campaign strategy and content creation. No longer is there the risk of missing out on large portions of the audience using demographic targeting, the right people can be exactly identified for the campaign. Thus the creative direction and messaging can be tailored directly towards the right audience for an engaging campaign. Not only does this potentially save a lot of money on unengaging campaigns and products, marketers can use the audience insights to be bolder than ever before. They are safe in the knowledge that the strategy is based on real insights from social data, the largest dataset on consumer behavior and attitudes. Using the 3 characteristics set out above, marketers can also gain from the unique ability to identify emerging audiences that show signs of moving into their focus and engage them with relevant content for additional growth.
The changing face of marketing
Marketing campaigns are moving away from demographic targeting and focusing more on specific audiences. With a wealth of data from Facebook, Twitter, Instagram and Youtube along with news, blogs, forums and review sites, planners can identify their audience for their campaign and tailor ads and content to maximise engagement. In this way advertisers can be confident in the underlying insights behind the creative and be bolder, while also minimising wasted spend. As we gain access to more data we must keep in mind that finding out details about your audience is only half the battle. The key to successful campaigns will continue to rely on great creative.
If you would like to harness audience marketing yourself, you can book a demo here and we’ll show you how it can be done, or get in touch at firstname.lastname@example.org.