THE EVOLUTION OF AUDIENCE TARGETING AND SEGMENTING - Digital Clicks
If you think that some elements and strategies around audience targeting are, well, ‘stalkerish’, you probably won’t leave this article thinking any different. However, the value in having digital marketing campaigns strategically aligned with a targeted, specific and relevant audience is undoubted. You may recall back in September, an announcement by Google around something called Customer Match. This innovative feature takes consumer tracking and targeting to a new level. Why? Because it puts a whole new meaning to cross-device tracking. The basic concept of Customer Match is that advertisers can upload a list of known email addresses that can be matched to Google Accounts, and tracked across Google’s advertising networks. The big advantage lies within the path that a huge amount of consumers take on the way to making a purchase online. A lot of the time, they don’t research, review and purchase in one session on a single device. Think about it… we may sit watching our favorite show on the TV while having a casual browse for shoes on the iPhone, to then commit to the purchase of a lovely pair of trainers later on the work laptop after showing them to friends and family on the tablet. With Customer Match, users can be recognised across all devices. So, if the shoe buyer is signed in with the same account on all the devices used on the path to purchase, they won’t be lost for advertisers as soon as they migrate from their phone to their tablet. Customer Match is a re-marketing goldmine! If your website enables users to sign up to a mailing list of some sort, with promotions that are periodically sent out to them, the email addresses on that mailing list immediately have value with Customer Match. You know that the user is interested in your product/service because they have signed up. Why not target them at the right time with personalised ads when they are browsing relevant websites or videos? Google aren’t the only one offering this sort of thing to advertisers. You guessed it: Facebook have launched something similar called Custom Audiences which offers a highly targeted channel which starts with a list of email addresses and Facebook IDs. It’s no secret that Facebook knows a hell of a lot about its user base, which enables it to be in a perfect position for marketers to drill down into their email lists to target only the most valuable and relevant audience. We’re talking about starting with a list of email addresses (again, maybe from a mailing subscription list) and plucking out only the most useful audience in terms of location, age, interests and more. So, if your current email campaign is showing poor engagement rates, the next time you think about pumping out that generic email promotion to all those on your mailing list, here’s something to consider: channels such as Customer Match and Custom Audiences can take a mailing list to the next level. By linking it with user demographics and tactical ad placement, promotions not only reach a relevant audience but the right audience at the most advantageous time. Thanks for reading our ‘The Evolution of Audience Targeting and Segmenting’ article. Be sure to visit the rest of our Digital Marketing Blog for all the latest happenings in Digital Marketing. We’re Digital Clicks, SEO specialists working in Cambridge with clients across the whole country. We specialise in SEO campaigns, especially when one wants to optimise for a local SEO campaign in Cambridge. For more information, any help or advice for your campaign or to know more about how we work, don’t hesitate to get in touch with one of the team. Error: Contact form not found.