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Understanding Consumer Signals

Marketing is evolving. Demographic targeting used to be asking the magazine media sales team who bought their publication…now demographic targeting online is just the tip of the iceberg when it comes to effective marketing. By looking at individual online user behaviour, you don’t have to divide your audience into rough categories, hoping that everyone who is female between the ages of 25-35 likes the same things!

Billions of interactions online has created huge amounts of data, and with it, billions of opportunities for brands to reach their audience with relevant content.

Here are our top tips for making the most of consumers’ signals:

1. Look at the customer journey.

By examining all phases of the consumer journey, you can create a picture of the moments you customers go through – from looking for inspiration; to researching; to making a purchase. By targeting each of these moments as part of your marketing strategy, you can make sure that you are using the right messages in the right places.

2. Consider the context

You may only have the declared information like age and gender, but by looking at the context (e.g.device, time of day etc.) and intent (e.g. previous interactions with your website) you can create a clearer picture of what they are doing online. Providing value at the right moment makes a big difference.

3. Measure the results

When you start to widen your net to focus on reaching consumers at earlier moments in your sales funnel – you need to take measure of them to make sure that the extra effort is having the desired impact. Measure. Learn. Repeat.

If you’d like help ‘hearing’ the signals your consumers are sending – get in touch with Tag today.

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