Do you really know your target?Even with all the technological tools and social media listening capabilities we have as marketers, it’s increasingly difficult to keep up with new consumers continually shifting lifestyles, income levels and behaviors. If you could improve the targeting of your next campaign by as much as 3%, it could pay exponential returns on your marketing investment. So, how is the consumer landscape shifting?

The New Consumer Online

  • The Shrinking Package: Consumer packaged-goods (CPG) companies are going smaller to reach low-end consumers that have only $40-$50/week in disposable income.
  • Urban Targeting Swells: In the last 10 years metropolitan areas picked up 92.4% of population growth.
  • Consumer Double-talk: Even though 67% of consumers don’t think advertisers should be allowed to target ads based on online behavior, what consumers do is different.
  • Asia’s Aging Population: The over 50 segment in Japan represents 80% of the purchasing power.

Keeping up with these shifting consumer trends is critical to maximizing return on marketing investment. How we align and target our marketing efforts with new consumer trends will be a determining factor of performance.

When we evaluate primary, secondary and tertiary audience groups for a digital marketing strategy, we must determine what channel is best aligned and what targeting levers we can use to hone in our most profitable segments. For example, if the Paid Search channel is part of the marketing mix and you want to align a direct response campaign with retail store locations, you may want to utilize geographic targeting within a select radius. As high performance marketers, we always evaluate the best vehicles and levers to drive the optimal results.
 

Source: Advertising Age