By analyzing all this data, you can begin sorting your customer according to shared characteristics, such as:
- 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.
- Demographics—everything from age and gender to household income, education level, employment, and number of children in the household.
- Geography—local vs. non-local, or more specific groups by zip codes.
These groups represent specific types of audiences, which could be as broad as “women over 40” or as detailed as “email subscribers who haven’t purchased in the past six months.”
Marketing to those audiences
Once you’ve identified key audiences, you can tailor unique marketing campaigns directly to those groups.
Say you own a pet store with a successful mail newsletter and know which subscribers have cats and which have dogs. You can divide subscribers into two audiences and target relevant coupons to each.
Or, a commercial window cleaning service might see that website visitors who used the search term “pressure washing” had a higher conversion rate than average. The company can write blog posts featuring this term to drive more high-quality traffic to its site.
And some online advertising platforms let you choose exactly which web visitors see your ads based on visitor profiles contained in cookie data. That way, your ad for landscaping services will only be seen by web users who are known homeowners within your geographic area.
As with all digital marketing practices, start targeting with small steps. Identify one or two important audiences, find the best ways to customize your outreach for them, and repeat until you’re targeting multiple groups. Because the best way to engage customers is to make sure what you’re offering is relevant to their lives.
1 Adobe 2014 Digital Marketing Optimization Survey. http://adobe-target.com/etc/designs/target-microsite/images/50825_target_Q214_optimization_survey_whitepaper_ue_v3.pdf