Keep Em’ Hooked: 3 Ways to Better Target Your Customers
By Kate Jarosinska / September 22, 2016

There’s an old saying that goes “Don’t a Cast a Line Where There’s No Fish”. Digital marketing can feel like that too. With a myriad of different types of customers, all on different platforms and devices and looking for different things, effective targeting can feel like an endless chase. With the digital landscape in constant flux, emerging technology is more important than ever to help marketers track behaviors, recognize opportunities and make effective decisions. With today being National Hunting and Fishing Day, we couldn’t pass up the opportunity to reveal 3 of the most effective targeting strategies in the digital world.

In the past, data has been viewed as static and tied to reporting. Consequently, this left digital marketers scrambling for opportunities to create meaningful, responsive and instant connections with their audience. The resulting irrelevant, untimely and low quality content left customers feeling like prey and marketers scratching their heads for better bait. Those days are over. Marketers know exactly what they’re fishing for, where to fish and why the fish are biting.

What To Use as Bait? Intelligent Content Personalization

One of the quickest ways to create chemistry with a potential customer is to make them feel wanted and welcome. Content challenges continue to perplex marketers with SiriusDecisions reporting that 19% of online content is irrelevant, 17% is unknown to users, 11% is hard to find and 8% is low quality. While personalization, relevancy and dynamic content are leading the future of marketing, marketers still have major obstacles to overcome, like gaining insight quickly enough, having sufficient and accurate data. There’s a lot of bait hiding in inbound data. Inbound data on content consumption, real-time engagement, demographics and psychographics offers actionable insights that allow digital marketers to communicate relevant, personalized messages in real-time. Marketers definitely know what their audience is biting and they’re seeing results – personalized messaging improves click-through rates by 14% and conversion rates by 10%. Match personalization with real-time marketing and conversion rates accelerate on an average of 26%-61%. Data allows digital marketers to observe patterns and changes, discover new segments and monitor channel and device behaviors to produce dynamic content that adapts to each unique customer. There’s no quicker way to attract a customer than speaking their language. Check out this contextual content example from Delta. Delta ties in a recipient’s personal information and uses a real-time ticker to direct urgency towards a targeted vacation offer on a flight to Europe.


Where Are All The Fish? Omni-Channel Marketing In a Mobile First Era

Consumer digital behavior is unpredictable, sporadic and full of opportunity. Marketers must learn when and how to respond in this shifting digital ecosystem. When Google changed their search algorithm to prioritize mobile, things became pretty obvious. However, even though most companies have implemented mobile friendly websites and emails, cross-device targeting is beginning to take more and more precedent. Tracking online customer behavior is critical in order for marketers to detect where the user is at in the purchase process, what they’re looking for and how they can optimize the customer’s journey while maintaining cross-platform consistency. As a consumer enters the marketing funnel, technology collects and stores disparate data like behavior, click streams and form inputs from various devices and sources. Emerging technology enables micro-segmentation and predictive behavior modeling to help marketers foresee customer behavior patterns and calculate lifetime values. However, 51% of marketers say they can’t react to new channels, devices, trends or competitors using their current technology. The major benefit of working with emerging technology is the ability for a marketer to maintain an ongoing, meaningful and relevant relationship throughout the constantly shifting online customer journey. Target provides a great omni-channel experience letting their customers engage anywhere via seamless and integrated platforms.


Ready to Cast The Line? Using Digital To Improve The In-Store Experience

Omni-Channel and cross-device targeting quickly identifies the shifts between online and offline behavior and various types of users become very apparent. Some users are looking for the most relevant and quick information and aren’t relying on any one specific brand. These individuals are being marketed to in “micro moments”, momentary on-the-go decisions based on location, price or other factors. These opportunities for revenue are significant and have given rise to beacon technology and sophisticated marketing automation. Marketing automation applies algorithms to target users based on their intent in the moment by triggering in-app messages, push notifications, alerts and social media messages. Beacon technology on the other hand is used for hyper targeting audiences as they search for information while shopping. Next-level proximity awareness is expected to be used by 85% of the top 100 US retailers by the end of 2016. Retailers like Macy’s and Sephora have used beacon technology to give customers direct access to product ratings and reviews as well as showing local in-store inventory. Google research reports that a whopping 42% of in-store shoppers are searching for information online. This is certainly a huge targeting opportunity. Beacon technology leaves marketers anticipating the real-time marketing, relevancy and intimacy that they can now deliver in marketing messages through apps and mobile devices.


Technology plays a significant role in getting customers hooked on your brand and one thing is certain – the more transparency and insight marketers have on customers and their behavior, the more targeted and effective their messaging will be. Data is now more dynamic, easy to understand and accessible than ever before, but the key takeaway is a simple one: brands must listen to their customers and help them solve their problems. The approaches to this are obviously endless, but content will continue to play a significant role in this process. To learn more about using personalization, customer profiling, segmentation and integrated marketing contact the BlueHornet strategic services team today!

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