As Q1 of 2014 came to a close, we at Digishop Girl Media have taken a step back to review some of the tactics we feel are going to be vital to your digital strategy. Retargeting, Social Media Targeting and Cross Platform Targeting are the critical components of a solid digital marketing plan.
Retargeting/Search (Keyword) Retargeting
The vast amounts of data available to marketers are increasing the options available for targeting and retargeting. Improved cleansing and segmentation of data, and increased targeting options from Facebook, LinkedIn and Twitter are allowing advertisers to target the user in a more effective way, increasing CTR and conversions.
Search retargeting gives advertisers the ability to retarget users (intenders) who have previously searched for an advertiser’s keywords on Google, even if they haven’t visited the advertiser’s site previously. This means that advertisers can communicate with intenders who may be engaged with the product, but not necessarily with the brand. This means that brands can introduce themselves to a consumer that they know is already in the buying cycle.
As a result, it is easy for those brands that communicate with a specific demographic to increase that reach more effectively. This prospecting often has higher conversion rates than other forms of audience targeting, as well as lower costs.
We understand that there are finite budgets to be spent on digital marketing. Why then spend unnecessary dollars advertising to ANYONE with a computer/laptop/smartphone? The time has come to really focus on the audience. Defining your audience and understanding what phase of the purchasing funnel it is in – that is a critical component in building messaging, designing creative and launching campaigns. In fact, the IAB has gone as far as to predict that ‘In 2020, audience targeting investment is projected to exceed search spend”.
Questions you need to ask as you are defining your audience:
1) Who they are, i.e. gender, age, demographic.
2) Where they’ve been, i.e. site visit, location.
3) What they like, i.e. interests, preferences.
Audience targeting is also social media advertising: Facebook, Twitter, LinkedIn, Instagram and so on. As users, we tell these platforms everything about us, making it far easier to target us even at an individual level, if we really wanted to. Social media advertising and audience targeting are playing a vital role in the wider digital strategy pushing brand, growth and acquisition.