Focus with Audience Targeting

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.

Digital Marketing Is Everyone’s Business


We can help optimize your campaigns (consult) or build new ones (agency).

Your customers are online. Your small business should be, too

Gone are the days when a business could stay competitive with traditional forms of advertising. Now, most customers turn to the Internet and social media networks for information on products and services. In fact, 81% of shoppers report that they research online before they make a purchase.
Connecting with this audience means supplementing your traditional advertising with a digital marketing strategy. “No one marketing channel, offline or online, can pull the weight on its own. When a prospect is hit with messaging across multiple channels, the performance of the campaign increases significantly” says Bart Thau, senior manager of analytics and intelligence at Alabama Media Group.

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