The challenging task of targeting across-platforms
It has been said over and over again that right targeting is crucial to marketing success. Unless a brand has a clearly-defined target audience, no advertising message will have the desired impact. But defining a target market is no longer what it used to be before. Brands have to keep in mind the current digital transformation while identifying and addressing a target market.
The challenge of targeting for marketers has become threefold. They have to identify an individual consumer reliably, reach that consumer across an increasing number of platforms and devices, and partner with vendors who still rely on traditional targeting infrastructure and mechanisms. Brands today have to employ cross-platform targeting in order to reach out to a wider market. But the truth is it is pointless doing so if they don’t know how to do it right.
The right way of doing cross-platform targeting
Effective cross-platform targeting depends on proper communication across different channels. There’s no one-size-fits-all formula to do so. But perhaps the following tips can help you do it better:
Define your marketing goals
Like any other form of marketing, you have to define your target audience, marketing objectives, and brand messaging while using cross-platform targeting. Your objective can be to shoot up revenues, leads or brand awareness. You also have to define what you want your audience to do. In addition, the measurability of your goals is also important in creating an integrated cross-platform targeting strategy.
Understand your audience
Merely defining a target audience based on its geographic location and demographics will not help you succeed in cross-platform targeting. You have to know them in and out. You have to understand their behavior, choices and problems in order to target them with relevant products and services. For this, you might have to use data from different platforms and devise a strategy that integrates all of them.
Always be consistent
Once you leverage data showing behavior of consumers across channels, it’s time to target them with ads. But the key to success in cross-platform targeting lies in consistency. You should focus on keeping promotions, messaging, content and all branding aspects consistent across all platforms. The content needs to be optimized for each platform so as to as attract more consumers. Your consumers should feel that all messaging is originating in the same company rather than different organizations.
Re-market to those already reached
Owing to the short attention span of consumers, it’s likely that your message will get lost in the clutter. This is where retargeting comes into play. Retargeting gives you a chance to reach out to previously contacted consumers who visited your website but didn’t finish the purchase. It acts as a reminder for those consumers who showed interest in your product or service but were distracted from making the purchase. Retargeting, therefore, should be a definite component of a brand’s cross-platform targeting strategy.
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