What is audience targeting?
Audience targeting is the practice of using consumer data to segment customers into groupings by demographics, buying behavior or other characteristics so the marketing messages they are exposed to can be tuned for their interests.
What is the benefit of audience targeting?
If you aren’t using audience targeting, you’re basically taking guesses. Guessing is a quick way to waste money. It allows you to make informed decisions and get a better return on your investments.
Audience targeting helps businesses connect with those most likely to be interested in what they have to offer. Also, choosing a more specific audience allows messaging and offers to be tailored more precisely. This usually leads to increased sales, improving the return on investment (ROI) of the ad spend.
It also leads to better return on ad spend (ROAS). By being specific with audiences, you can exclude lower performing segments and divert dollars to higher performing ones. As you collect more data about the segments, your ads can become even more efficient.
How do you get started with audience targeting?
Building targeted audiences requires customer data. This can be sourced through websites, socail media platforms, marketing research, focus groups, industry reports, or any place that has information about customers. It can be broad, like sex and age, or specific to interests.
For a physical business, like a bar, customer visit behavior can help form audiences. Your point-of-sale or WiFi marketing systems can be used to reveal data about people who are actually entering a location.
Where do you use audience targeting?
All of the major digital ad platforms offer some type of audience targeting options. Also, targeting can be used broadly for things like product development.