Micro-targeting

The first question you need to ask yourself when creating any new advertising campaign is who will I be speaking to?

Micro-targeting is a marketing strategy that uses consumer data and demographics to identify the interests of specific individuals in order to influence their thoughts or actions. The goal is to know the target audience so well that messages get delivered through their preferred communication channel. Below are a few tips on what to do and what not to do when selecting a target audience.

1. Market to everyone. Really? You’d be surprised how many businesses think this is true. While understanding that some products/services have broad appeal, not having a specific focus is NOT a plan for success. A bland brand is probably a good example of one trying to appeal to everyone and yet in reality appealing to no one.
2. Market to Millennials. NOT! I know you’re thinking this can’t be true, but it is. This group is too broad and diverse. To be successful you’ll have to be more specific and add sub groups here. Besides, it’s much more beneficial to target a moment in life (getting married, graduating, having a baby, starting a new job, etc.) as opposed to the date on a birth certificate. See #3.
3. Market to “Micro moments” in peoples lives. YES! “Consumer behavior has changed forever. Today’s battle for hearts, minds, and dollars is won (or lost) in micro-moments—intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.”¹  This is a very interesting way to reach the people you want to speak to. By finding these relevant moments, you’ll create a deeper connection to your products/services and in return find the right mix for achieving profitable and sustainable results.

¹ Source: www.thinkwithgoogle.com: https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html