When devising a marketing campaign, it is likely that the target audience will be defined in general terms. Specifications might include age range, gender or location. However, the target audience is so much more than a demographic – it is comprised of real individuals. Segmenting consumers in a generalised way overlooks this fact, but by getting to know the target audience on a more personal level, valuable insights can be gained. Information such as consumers’ wants, needs and motivations for buying are key in reaching the right individuals in an appropriate context.
Another benefit of utilising a more personal understanding of the target audience includes the potential discovery of online communities that share views and interests relevant to the campaign. This enables targeting of such communities with messaging that members are likely to find pertinent and engaging. Additionally, a personal approach to segmentation means that the future requirements of the target audience can be predicted.
Unleash personal data via cognitive technologies
There is already a wealth of first-party data available to marketers that is invaluable. First-party data comprises information including website interactions, app usage and customer details. Yet the sheer scale of this information can be overwhelming, and it can be difficult to ascertain how to derive that all-important personal data from the vast pool of facts and figures.
Attaining more personal information about the target audience, often referred to as audience profiling, is not as difficult as it might first seem. As mentioned, there is already a large amount of data being obtained through methods like web analytics and CRM. It is simply a case of utilising the right technologies to extract the rich personal information required for audience profiling.
Fortunately, there are plenty of cognitive technologies available that use artificial intelligence to amalgamate data from multiple channels including demographics, website interactions and content consumed. Cognitive technologies include “machine learning”, which is a form of AI that looks for patterns in data without being given specific instructions on where to look. The analyses delivered by cognitive technologies such as these provide crucial insights into not only the interests and views of individual consumers, but also the context and nuances in the grammar of consumed content.
Embrace advanced advertising strategies
Once audience profiling is implemented, it becomes a lot easier to select the most appropriate advertising platforms and strategies. For example, the social media site, Pinterest, is hugely popular with online shoppers. According to statistics revealed in 2016 by market research firm, Kantar Millward Brown, over ninety per cent of Pinners use the platform to plan or make purchases. Over half of users have seen something on the site and subsequently made an online purchase, while over seventy per cent have viewed something on the site and made an offline purchase.
With Pinterest Ads, audience profiling can be put to optimum use via advanced features for retargeting and engagement targeting, that is, an audience of consumers that engaged with pins arising from the organisation’s website. It is even possible to create an “actalike” audience that has similar behaviours to an existing audience.
The utilisation of audience profiling in combination with appropriate advertising platforms revolutionises marketing, enabling advanced targeting and messaging that is both relevant and engaging to every individual within the target audience. This personal approach ensures campaigns always achieve optimum results.