Marketing is evolving. Demographic targeting used to be asking the magazine media sales team whoÂ bought their publicationâ€¦now demographic targeting online is just the tip of the iceberg when itÂ comes to effective marketing. By looking at individual online user behaviour, you donâ€™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 opportunitiesÂ for brands to reach their audience with relevant content.
Here are our top tips for making the most of consumersâ€™ signals:
1. Look at the customer journey.
By examining all phases of the consumer journey, you can create a picture of the moments youÂ customers go through â€“ from looking for inspiration; to researching; to making a purchase. ByÂ targeting each of these moments as part of your marketing strategy, you can make sure that you areÂ 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 aÂ clearer picture of what they are doing online. Providing value at the right moment makes a bigÂ difference.
3. Measure the results
When you start to widen your net to focus on reaching consumers at earlier moments in your salesÂ funnel â€“ you need to take measure of them to make sure that the extra effort is having the desiredÂ impact. Measure. Learn. Repeat.
If youâ€™d like help â€˜hearingâ€™ the signals your consumers are sending â€“ get in touch with Tag today.