Digital Media Strategies for Improving Customer Mix

 As long digital marketer, I have seen a lot of trends in how brands purchase digital media. Early on, the brand digital leveraged as an extension of their offline Digital Marketing Agencies Southampton  purchase, which aims to increase the reach and frequency, with a limited audience feedback on generalizations such as age, gender and household income.

With the advent of the program, many brands of technology used to get a lot of digital impressions or clicks could cost-effectively. Volume keys, as long as the "eyeball" cheap. Unfortunately, this is a race to the bottom, so some truly qualified leads. Today we see many brands struggle to use digital media to target the RIGHT customers for their business. This is no longer about reach and frequency or extreme cost efficiency. Brands are starting to realize the power of digital media myriad targeting capabilities and trying to use it to the peak of his abilities. Here are my top tips for finding great new customers with digital media targeting.

Understanding channel preferences

Different people rely on different types of communication channels and platforms. For example, if your research shows that the best audience is significantly more likely to watch online video than the general population, it would make sense to create a digital media buying strategies that feature online video ads, placement in video viewing platforms, etc.

Insights like these explain why customer segmentation and / or development work persona is very important to lay the foundation of any successful campaign. Without a solid understanding of where your target audience spend their time and where they receive interact with the brand and receive a brand message, you tend to waste time, effort and money.

Choose the right message at the right time

In order to attract the right mix of customers, the importance of time, and the contents of your message, should not be underestimated. Do you spread the right message to the right audience at the right time? Although promotional messages can convert well in theory, where (what channels) and when they were deployed during the customer journey is the key to their success.

At the point in the customer journey must brand preferences shows his awareness of the audience? As a growing digital audience, many users are becoming more accepting of personal marketing that speaks directly to their situation, needs, lifestyle and preferences. More and more, consumers are willing to give up a little personal privacy in exchange for receiving marketing that really matters to them.

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If the purpose of the marketing program is to attract a mix of more profitable customers, understand what makes them tick and then a message that can help convert customers who are more ideal. Obviously, if this is a new customer, the brand will not be able to personalize on 1: 1 basis, but even tailoring the message to the known characteristics, behavior or their location may help. This is particularly important when dealing with a younger target audience.

In a survey conducted by the AMA and Virtual Incentives, 80% of survey respondents said that personal marketing makes them more likely to have brand recall and to shop the brand. This is particularly important when targeting millennial and Gen X, as shown in the graph of this attitude of eMarketer:

Note the feedback loop Data

While the initial audience research, media targeting Digital Marketing Company Southampton  and message are all important to increase a brand's customer mix with digital media, it is also important to analyze customer data on a regular basis. As a new customer acquired, business intelligence practice to evaluate the data the customer needs to be part of the equation.

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