When developing a robust marketing strategy, there are many different components to analyze and consider: who is your target audience, where do they spend their time, what do they care about, when are they most engaged, etc. The common denominator of all those questions is the consumer. Without substantial understanding of the persona you are reaching and what makes them tick, your marketing strategy is destined to fail to meet goals and expectations. The best way to ensure your campaign reaches the identified goals and KPIs is to take an audience-first approach, placing the consumer at the center of the strategy and basing your choices in data targeting and media mix on those individuals.
Finding “the one”
Sometimes it is challenging to know who the “ideal audience” is. It often involves a lot of considerations such as customer lifetime value and advocacy. However, while often a substantial time investment, it is the most critical step in having a successful marketing strategy. Here are some tips to better understanding your current customers and prospective consumers:
- Analyze your first party data: What makes your core customers similar and how can you use those learnings to find new prospects, and looking at historical quantitative and qualitative data to understand who your “best” customers are to-date
- Review Google Analytics data to reveal key insights: By looking at data cuts such as demographics, interests, and geos, your brand can gain some insight into who is your current customer and ways you can use targeting to build on that customer base
- Place a pixel on your site: By placing a pixel on your website, you can go a step further than what is viewable on Google Analytics and understand where your audience is highly indexing in terms of behaviors, interests, and demographics
- Use audience research tools: By tapping into audience research tools that are panel-based, you can better understand consumer thoughts, opinions, and decisions that are informing behavioral trends
Maximizing performance through placements
Identifying the right channels to place your media should be a balance of what your business objectives are along with the scale of your audience on those platforms. If the goal is to truly get in front of as many people as possible in a high-traffic area, then perhaps billboards are the best investment. However, if there is a need to have a more targeted approach with cost-efficiency metrics to optimize against, understand creative performance that is moving the needle, and gain insight into your top performing audiences, digital is likely the way to go. Now, whether you choose video, social, display, or search depends on your goals, though having a full-funnel strategy is almost always the ideal way to help guide the consumer journey.
Cutting through the clutter with the ideal message
Consumers are confronted with thousands of ads a day, which makes it easy for them to ignore. So how do brands make an impact? For many, the answer is personalization. Personalization can mean a lot of different things, and can be accomplished in a way that is effective without feeling invasive. Personalization can include aligning copy and messaging to:
- Your audience’s interests
- The time of the day for the consumer
- The location of the consumer
- The consumer’s stage of life
- The consumer’s demographics
- Where the consumer is in their journey (just learning about the brand vs. being familiar with the brand and nearing conversion)
It’s also important to consider what is distinctive and relevant. Distinct brand assets are consistent sensory & semantic cues (i.e. colors, logos, taglines, jingles, etc.) that makes it easier for consumers to identify your brand and recall the selling points associated with it. Yet, understanding the components of a creative that are creating the most impact requires analysis, which can involve A/B testing various messages, imagery, and CTAs, or even conducting a panel-based survey to hear first-hand what consumers like and dislike about your assets. Brand growth truly occurs when marketers understand and leverage their distinctive brand assets effectively to build mental availability with the consumer.
Determining if “it worked”
Evaluating whether your campaign was effective depends on your definition of success. Coegi always aligns the campaign measurement strategy to business goals; however, how granular the measurement insights are dependent on client expectations. If the goal was awareness, some brands feel satisfied by hitting an ideal reach and frequency thus using media metrics will be sufficient. However, if a brand wants to show an incremental life in unaided brand awareness, that will require an advanced measurement strategy.
At the end of the day, the most important thing to remember is to prioritize the data that matters most to your business and not get distracted by vanity metrics that do not answer the question of whether you achieved your company goals.
Reach out to Coegi to help maximize your digital marketing campaigns.