A Primer on Customized Audiences
The enigmatic “bullseye” – a target for advertisers and darts players alike. While oftentimes you are able to see the target at hand, hitting the exact center of the board is more challenging in practice than in theory. Even the most experienced advertisers can make an errant toss at their metaphorical dart board without the right resources to guide their efforts. How do we get closer to nailing the bullseye every time? While the darts master must rely on practice and a reliable arm, marketers can help build the board in their favor.
Customized audiences are becoming easier to recognize and build upon, especially for smaller businesses which previously may not have had access to the data necessary to best recognize their target audience. Utilizing the data points recognizable through your marketing efforts can help you develop more efficient practice towards your bullseye throws. Customizing audiences can include targeting specific ages, education levels, and geographic locations with your ad campaigns.
But how do you discover the data regarding who your audience is?
This question is the beginning of every company’s successful foray into the next generation of advertising. Thankfully, the answer is fairly simple – your previous campaigns. Most platforms provide at least basic information including age and gender demographics, but Google and other select advertising platforms provide in-depth results about which audiences respond best to your campaigns such as basic location information and how many unique visitors your website garners. Facebook’s advertising program also displays unique data points such as relationship status and education level of users who interacted with your ads.
Adjusting your aim towards the bullseye becomes easier with more data on your audience.
By collecting those specific pieces of information, you essentially take steps closer to the dart board. The bullseye target stays the same size, but the degree of difficulty for your throw becomes much lower, allowing you to make a better throw with your next ad campaign.
Taking a step closer to the board improves your accuracy towards the goals which you already have set – oftentimes, even before utilizing data-driven marketing, your business will already have an idea about its target audience, but after considering the data collected on your previous campaigns, you may wish to shift your aim.
Curating your audiences allows you to advertise differently based on the demographics which respond best to your different strategies. Adding different audiences to your marketing strategy effectively builds new bullseyes to the dart board. Utilizing a diversified marketing strategy allows you to maintain that original target audience while building your appeal to consumers who may have previously sat uninterested in your products or services. Imagine replacing the 4-point zone on the dartboard with another bullseye and having the perfect strategy for hitting that bullseye with another dart.
Many businesses now are utilizing already basic data points to help build upon their marketing efforts, leaving steps left to be taken towards developing their aim at their dartboards. If you’re ready to take the next step and discover the analytics that will guide your next toss, contact us at M1-Data today. Our dedicated team looks forward to helping you!
