How data allows you to identify unique audiences and customize your marketing for them »
One of the benefits of digital marketing is the huge amount of data you collect about your customers. Digital channels offer unprecedented insight into how customers find your website, what they do when they get there, and what kind of emails they read or social media posts they share. This information, combined with customer demographic and past purchase information, can help further refine marketing campaigns through a process called audience targeting—the strategy of tailoring your marketing efforts to groups of customers with shared characteristics.
The idea behind targeting is simple: People are more likely to respond to campaigns that address their specific interests and needs. That’s one reason why 88% of marketers in one survey said they are increasing their use of data for targeting. Here is how you can harness this process to improve your campaigns and grow your business.
Turning Data Into Audiences
- Web analytics — show which search terms brought people to your site and the amount of time they spend on each page. Google Analytics allows you to schedule weekly reports that will deliver these and other datapoints directly to your email inbox.
- Website cookies — can track visitors’ clicks on your site, and where they go after they leave it.
- Email data — (available from your email service provider) reveals which subscribers open your messages, the links they click and which offers they respond to.
- Social media — can show you where your customers live, where they work, where they went to school, what movies and music they like, who their friends are and more. Using a social-media monitoring platform such as Hootsuite or TweetReach can help you analyze your most popular posts and audience trends.
- Interests and behaviors
customers who have downloaded white papers, for example, or customers who have visited specific pages on your website. You can also create categories based on interests such as gardening, home electronics, etc.
everything from age and gender to household income, education level, employment, and number of children in the household.
local vs. non-local, or more specific groups by zip codes.
Marketing to those audiences