In order to succeed, digital marketing efforts must stand out from the crowd. It isn’t enough to just make content and host some static ads; you need to think about who your ideal customers are, along with what will resonate best with those customers. After working out this, it’s time to find some innovative ways to target that segment of the audience using dynamic and relevant messaging, preferably tailored to the individual.
By tailoring your brand message to the customers you want, you dramatically boost your chances of getting someone to convert and become a customer. The great news is that there are loads of tools out there that will help you make the right investments for optimizing your results. Aubrey of this by showing you three innovative solutions to target online audiences using digital campaigns.
Geo-Fencing is a mobile GPS technology that effectively establishes a virtual geo-fence around a building or area. The ID of the mobile devices captured for anyone that enters the area, allowing you to send to people within this area a branded message for up to 30 days. Brands that use geo-fencing marketing have found that it provides up to double the click-through-rate (CTR) of standard mobile marketing campaigns.
One of the best things about geo-fencing is that it can be used in several different ways. B2C companies are able to use geo-fencing around their physical locations and competitors’ storefronts. They could also use it to target a tradeshow, conference, or any event where many prospects and customers will be attending. There are countless opportunities to geo-fence local events and festivals with exclusive discounts and other special offers.
Of course, if you want to get the best from geo-fencing, it’s vital that you tailor the messaging to make it relevant to the location or event being geo-fenced. Failing to do this means risking turning people off through irrelevant messages that appear to come from nowhere.
Contextual advertising targets ads based on keyword targeting, website content, and user behavior. Perhaps the most famous form of contextual targeting is Google AdSense. Native advertising is another such example of these contextual ads. Native ads are great because the content of the advert is relevant to the content on the page and doesn’t disrupt the user experience.
Behavioral advertising is beginning to emerge as the next big thing in contextual advertising. Until now, using pre-defined preferences was the only way to target certain users. This new technology allows for ads to be targeted based on how a user behaves, helping you to spread the right message to the right person at the right time. The sooner you begin to use behavioral target and contextual tools, the greater your success as those tools continue to evolve.
Look-a-like audiences are among the best ways to reach potential customers with paid advertising. Platforms such as Facebook allow advertisers to use the CRM data of existing customers to target potential customers. This advertising technique has been shown to double – if not triple – the results of standard advertising targeting, and it’s not hard to understand why. When targeting ads based on your current customers, it’s much more likely you will manage to get them to your website and convert them.
The technology to do this can be found in Google and Facebook ad campaigns. If you aren’t already testing a look-a-like campaign, then there’s never been a better time to get started. As is the case with every technology we’ve looked at today, you want to be sure you have accurate and up-to-date CRM data. The main hindrance to target advertising is when it is based on outdated and incorrect customer data. After getting the data ready to go, the whole process is straightforward and you’ll have no problem connecting to a look-a-like audience. Both Facebook and Google will take you through the entire process.
What are Your Thoughts?
Have you had any experience with these innovative tactics for targeting audiences? Do you use any other techniques that we haven’t listed here? Be sure to share your thoughts and experiences below by leaving a comment!