How Audience Marketing Benefits Digital Campaigns Today

By on August 1, 2018

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Audience marketing allows for the progressive identification of potential customers, with a specific focus on the more granular aspects as opposed to an overall demographic. People from all demographics are identified based on mindsets, behaviors and preferences – before this information is then filtered so that we can gain audience insights in more precise sub-communities.

What makes audience marketing different now compared to the past?

Let’s say you’re a marketer working for a high-quality brand of burger. Instead of sending out messages to an entire group of millennials, audience intelligence provides a deeper insight into the structure of this social group – so much so that you can identify millennials, in their mid-20’s, based in London who are keen to eat something a little more up-market compared to others. With this kind of insight, you can be sure you’re reaching out to an audience who are already very interested in your product.

There are three key elements to audience marketing:

According to social listening company Pulsar Platform, there are 3 key elements to audience marketing:

Perceptions: The thoughts and beliefs of your audience can be found in one, essential environment – social feeds. It’s where people tend to go to share their opinions, vent their frustrations and provide their feedback. If you want to change your marketing campaign for the better, discover what it is your audience feels about your brand or product by listening to them.

You can use analysis of campaigns to rejig your approach and ultimately figure out the areas you should be focusing on. It’s vital that you’re keeping an eye on the reaction on social media when you unveil a new marketing campaign or product, as this gives you an instantaneous idea of what it is you need to change, as well as what’s working.

Moments: People are affected by the life moments they go through, and everyone’s experiencing different key moments all the time, whether that’s having a child, getting a new job or even attending a major sporting event. Your campaigns are likely to receive different reactions from people experiencing these kinds of moments.

If you already know who’s most active online before your marketing campaigns goes out, you’re more likely to know when to engage with people – and understanding these moments can provide you with that information. Also, by knowing what moments people are going through, you can push your marketing campaign in such a way that it resonates with this audience and significantly increases engagement potential i.e. a campaign tailored to the World Cup.

Behaviours: Behavioral indicators are evident across social media and your audience showcase this. You can use this information to figure out shopping habits, activity levels and much more.

This ultimately is a background into the lifestyle and buying behaviors of your audience, as well as the brands they favor and the places they’re most likely associate with. If you adjust your products or campaigns to match these lifestyle choices, you can appeal to an audience when it is most likely to engage with you.

Why are marketers craving this information?

Marketing campaigns benefit immensely from the research collected through social listening as they provide insight nuggets that let you connect to your audience better than ever before.

If you can figure out what your audience is thinking from social media, you can look to create aligned marketing campaigns that resonate with them.

You could easily cut huge amounts from campaign spending – and rest assured that you’re hitting the bulls-eye when it comes to targeted marketing campaigns.

Who’s likely to benefit the most from audience marketing today?

Audience marketing techniques are not isolated towards one industry in particular; it can prove beneficial for all: whether that’s a TV slot or some small offline ads.

Once you’ve delved into social listening and gathered enough audience insights, finding the target is no longer the issue. Any content produced for your campaign can also be impacted, as you can chop-and-change based on what you’ve discovered about your audience.

You can approach campaigns with a lot more confidence if you’ve got audience insights from social media at hand. In terms of understanding consumer behavior, social data is by far the most informative.

As digital marketing changes – we need to change with it

Digital marketing is being affected by everything from new audience marketing techniques to AI and voice activation software.

Despite demographic targeting offering some intriguing insights for ad campaigns, there are still many who are missed due to the absence of new audience marketing techniques.

There are now hugely significant datasets available from the online world, including social media, forums and blog sites. You no longer need to create new surveys or focus group sessions to understand what it is your audience is talking about.

Once you have all the data you need to reach out to your audience – the final hurdle is having the creative skillset to make the most of that data.

About Tom Bracher

Tom Bracher is the UK Marketing Lead at Pulsar Platform, an audience intelligence tool which was born out of a research agency.
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