Targeting Consumers

How are you targeting consumers? Do you throw out a big net of display ads, direct mail, and other marketing tools or do you have a targeted marketing strategy? In my post on strategic mapping, I mentioned the need to create a targeted strategy in order to achieve sustainability. It is even more important to provided clear targeted Ads to your consumer. These ads can be served up online or offline as long as the right data is used. 

Online:

• PPC - If you use Google Website Optimizer or another A/B testing platform, you can serve up dynamic content based upon the user. This can help with serving up specific ads in specific areas as well as limiting your spending with only having. targeted pre-screened leads click through your ad. Data on when, where and which ads are being clicked on should be used in your targeting strategy. Ads may differ by area, so don't be afraid to run hundreds of different campaigns to target several different individuals. 
• Social Media - these platforms provide a great way to give targeted ads to each user. The personal information that these users provide, will help to serve up targeted campaigns based upon data from your previous users. These ads can help to sell product as well as increase brand awareness. 
• Display -  banners generally have a low click through rate, but if a banner is targeted, it can increase effectiveness greatly. 
• Other Channels - each business will have proprietary relationships and channels used to generate business. Use the data that you have to push hot campaigns and reduce cool campaigns. Also, use data to target individuals for specific promotions or programs you are offering. 

Offline:

      With the increase of marketing towards the online model, it is even more important to ensure      marketing is targeted when offered offline. A TV or Radio ad should be run on stations and times when your target audience is listening. Also, look for data to upsell potential clients who use products or services similar to yours. 

Implementing targeted marketing in all of my marketing that I run for my channel has increased revenue and overall user experience. Take some time to review the data and make sure each marketing piece that you serve up is targeted.