Part 2: Audience Acquisition
Ideally, this is the first task one must take when effectively curating a marketing campaign. Part one of this series attempted to accomplish a scarce task of providing guidelines to target the entire world without any proper demographic research.
Normally, this is a bad idea, but there were a few examples that actually do require certain brands to target the masses simultaneously.
In today’s day & age, the most vital tools to target the proper demographics can range from analytical programs such as Google Analytics, Facebook Insights, and Brightlocal; or services such as Nielsen, who’s assigned the task to track down consumers behaviors in regards to shopping, TV viewership, radio listenership, and more.
While Nielsen has efficiently accomplished this task for decades, it has yet to provide accurate consumer behaviors when it comes to digital & online consumer behaviors, which is why programs such as Google Analytics & Facebook Insights have become vastly popular among marketers & brands.
So assuming you’ve gathered all the necessary data to pinpoint the proper demographic to target, what would the ideal next step be? Obviously that’s going to come down what specific audience you’ve determined is ideal to target for a said campaign.
Hypothetically, let’s say you conduct the majority of your research through Google Analytics & Facebook Insights. Let’s say you gather the following information below in regards to a potential targeted demographic:
- Women, Ages 18-34
- Audience is 75% African-American
- 80% of prospective clientele use a mobile device
- You notice that the average website duration is less than 10 seconds
- You see that your organic acquisition is less than 25% of all web traffic
- You notice your web traffic peaks on a Mondays at 12pm
- You notice your social media traffic peaks on Wednesdays at 3pm
- You notice 90% of website traffic derives from the states of New York, New Jersey, and Pennsylvania
So first and foremost, you’re going to want to create content in which a female, African-American audience can relate to. Relating to an audience from a generic standpoint was discussed in part one, so I’m not going to get too in-depth with that. You also want to create something that the majority of a younger audience can indulge in, as you see the target age group is 18-34.
Without even worrying about how to relate to a said audience, the first objective would be to make sure this specific advertisement/message is carefully designated to a location where said target audience can find it. This would entail more back-end research, as the goal for this specific demographic would be finding an outlet that young African-American females utilize regularly.
Obviously more dedicated research is required, but off the top of my head, I happen to know that The CW creates content that attempts to garnish an audience of young females between the ages of 18-34. Bingo, we’ve already found an outlet that caters to young females. So considering we’re going in a television direction here, the next step would be find programming that attracts an African-American audience. Once again, more research is required here, but say you notice the show, All American brings in audience that Nielsen reports is 80% African-American (this is just an example, as I don’t know the exact demographic for All-American). So now you have found an outlet, and you have found ideal programming to target the said audience you are looking to target.
You wouldn’t want to relay this message on CBS, which attracts an older audience. You wouldn’t want this message relayed on CMT, which attracts a vastly Caucasian audience. Perhaps you notice that MTV attracts a younger female crowd comprised of a large African-American fan base, you can obviously take this route as well. You get the idea, it’s all about finding the perfect outlet to reach your extremely specified audience.
As for the digital approach, it’s about taking the data, analyzing, and distributing a message based on all information at hand. So we’ll start from the top.
80% of your clientele surfs the web from a mobile device. Ok, that’s great, but keep this in mind when curating content, as certain elements may look great on a traditional desktop, but not so great on mobile. In this particular case, you’d ideally want to focus on creating more content catered to mobile devices. Perhaps if you had noticed only 10% of your audience surfs the web from a mobile device, it wouldn’t be an emphasized focal point.
You notice the average website duration per visitor is less than 10 seconds. Yes, this an extreme example, but obviously this isn’t ideal. So your focus at this point could be a few things. You could place emphasis on providing more detailed content to assure a longer visitor duration, or perhaps you find that visitors are leaving quickly because of a complicated website layout, in which plans to create a new layout might be in the cards. A stat like this will always vary on a case by case basis, so once again, back-end research is always required to find an optimal solution.
Next, you see that organic acquisition is less than 25%. What this says is that 75% of your website is being referred through an external source (social media, hyperlink, etc.), which is fine, but what this does say is that focus should be placed on effective SEO implementation. Google Analytics does a great job of providing an accurate organic/referral ratio, and keyword programs such as Brightlocal can assist you on improving your SEO (organic acquisition).
The next two pieces of data should coordinate with one another. In this specific example, website traffic peaks on Mondays at 12pm, while social media traffic peaks on Wednesdays at 3pm. So if you have a message you want to reach the masses, an ideal website release would obviously be Monday morning, right before the heavy traffic. Once you relay the message on your website, you don’t want to immediately follow with the same message on social media. Ideally, you schedule a post for Wednesday afternoon consisting of the very same message, as it will once again see the best return possible.
Another helpful hint (within this specified example) would be to utilize a social media outlet that young females utilize. So Facebook (while the default outlet of choice) might not be the best distribution choice. Where as social media platforms such as Snapchat and/or YouTube, have a much greater chance to reach the younger audience you are intending to target. Obviously if this is the route you’re going to take, messages relayed with video content is ideal. Bare in mind, Facebook Ads does allow you to target a specified audience such as the one listed above, but at this point in time, it’s more difficult to get a hold of a younger audience than some of the outlets listed above.
Finally, the location information garnished (which is used for local & regional businesses). This specific example says 90% of all website traffic is retained from NJ, NY, and PA. Well, great! That makes it easier for you, as this narrows the audience, and makes creating ideal content a lot easier.
At this point, you want to engage in more back-end research (yes, there’s a lot of that throughout, and it will never change). Figure out local tendencies, and obviously utilizing Facebook’s location ad targeting is likely the correct move. When it came to your website, you’d want to start including location based keywords and search terms that cater to what would be 90% of your audience.
From a TV perspective, you probably wouldn’t need to create an ad from a national broadcast perspective. It seems your audience is in one designated region, so to save money and reach the proper audience, you would potentially look into local news channels, sports channels, and local access programs to assure your message is reaching the audience you intend it to reach.
While this may seem obvious to some, it’s those little pieces of information that correlate into what constitutes proper execution of a marketing campaign, and the example provided above is only the tip of the iceberg as to how in-depth said information can actually provide.