Creating a profitable relationship with the client is the most important goal in which to introduce yourself. Maybe they target successful ones in the past so that we can find our own customers. But with the discovery of Sarokele from Targetmand, the whole playing field has changed!
According to statistics, the click-through rate on ads for behavioral data is 3.5 times higher! 40% of people choose the first between targeted ads and random ads.
In this article, we are going to tell you how to check the last goal and also check some examples of goals.
If you are ready, start with a simple definition!
What is the definition of targeted marketing?
More important than the number of people targeted for advertising and marketing is their interest in the product or service! what does it mean? Let’s give an example.
Suppose your job is to sell televisions. Between the following 2 options, which group has more value for you?
young couples
Teenagers aged 10 to 17Obviously, the first group buys from you and not the second group! Even if the second group is looking for a TV with advanced features, this group is not the one who will pay you and your target audience will be people who have teenage children.
With these details, the definition of targeted marketing becomes:
A type of marketing strategy in which, first, the market is divided into several specific segments, and then specific marketing activities are considered to attract one or more profitable segments (your product matches their desire).
Knowing your target market allows you to know what message to send when and how. On the other hand, because this message is prepared based on the interest or need of the other party, it is more effective For example, instead of targeting all women in their sixties, you choose only 3 segments:
You probably understand that to successfully implement this type of marketing, we need various information and data from potential customers. One of the ways to obtain such information are questionnaires; You can ask the community you think is your target market to fill them out.
📌 Note: Be sure to leave a way for the audience to delete their data if needed; For example, you can easily delete your Instagram or Twitter account and these 2 companies will not have any data from you. Another example is that the user can be removed from the list of SMS recipients by sending a specific phrase such as laghv.
We said that to implement targeted marketing, we need to segment the audience. We will talk more about this in the next section.
What is the importance of segmentation in targeted marketing?
As we said, the targeted marketing workflow depends on segmentation.
Doing so will help optimize various marketing efforts. There are several ways to segment the market:
- Segmentation based on demographic characteristics (age, gender, race, religion, etc.)
- Grouping based on location (country, city, neighborhood, zip code)
- Segmentation based on psychological characteristics (values, beliefs, etc.)
- Segmentation based on behavioral characteristics (expected benefit and advantage, shopping habits, etc.)
Most of the time, we categorize the market based on a combination of the above; But the product we offer determines the weight of each parameter.
For example, for luxury products, we know that we should go to affluent neighborhoods; But here we have to focus on people who look at buying a luxury product as something to show social status. Maybe such a person lives in the middle neighborhoods of the city!
Categories help you target your actions! What to offer, where and how to convey the message and which benefit to focus on in the message.
You can accurately define your audience with the help of data and target a limited market; But we recommend that you avoid very targeted marketing. Also, do not proceed based on guesswork!
We discussed the segmentation method in detail in the article “What is the target market + ways to identify the target market”. We suggest you read this article completely.
The important point is that without market segmentation, targeted marketing is not possible. In this strategy, everything is formed around a specific audience; From the message you write to even in some cases, the product you offer. When you know who is the decision-maker in the department you are looking for, you will write a suitable message to that person; Like the example of television and teenagers’ interest in smart TV.
Well, the theory is enough; Let’s dive in and see how this idea can be implemented.
Stages of targeted marketing
The path is not short! In order for the work to be done successfully, it is necessary to pay close attention to the details; Therefore, we divide this section into 6 parts to examine each case separately.
1. Defining customer personas
Let us ask you to read the article “What is an audience persona” to understand this whole concept.
But in general, the meaning of persona is an imaginary character of the target customer of a collection! Every business determines a persona once and always goes with the same imaginary persona; That is, it is not supposed to constantly visit the persona and apply small and large changes to it. (except in the necessary cases where the persona is wrongly defined)
In the first step after market segmentation, you need to define a potential customer persona that represents that segment. With this, it becomes easier to identify where and with what message to go to this section.
The first step of targeted marketing is designing personas
2. Determination of targeting
There are various ways to reach the target audience. These 4 models that we say below are the main and most efficient ones that most companies and businesses use:
- Mass Marketing (mass marketing or undifferentiated)
In this approach, the goal of marketing is to address the entire target market; A group that goes for mass marketing wants to reach the largest possible audience.
This approach is not simple; But it is suitable for attracting the most potential customers. Typically, businesses in the food, health products, or furniture industries use this approach.
For example, this approach is much more suitable for marketing a product like Puff than Apple’s smart watches!
- Segmented Marketing
In this method, instead of the whole market, you touch a few parts of it; The parts you were made for and the ones that will bring you the most profit.
This approach will help you run more campaigns according to the needs of the desired sector.
For example, a women’s clothing store, instead of running extensive campaigns, in the summer season with discount campaigns to attract young female employees who are into fashion.
- Concentrated (concentrated marketing or Niche Marketing)
If, after categorization, the business recognizes that a group has more value and tries to attract their maximum attention by getting more complete information about it, we are on the side of Niche Marketing.
If you are going to operate in a crowded and competitive market, this strategy can help you find your special customers.
For example, Porsche separates itself from other car manufacturers and serves only those who are interested in sports, luxury and high-speed cars.
- Micromarketing
The most detailed approach among different targeted marketing strategies! So precise that people within a category are targeted and personalized advertising messages are sent to them. Like an email that is set for one person.
These were the 4 main strategies you can use to target your audience.
Note that, like defining a persona, it is not necessary to constantly revisit and change your strategy; In fact, when determining the overall strategy, the targeting strategy is also determined.
3. Collecting customer base data
The more information you have, the more accurate the categories and thus the more useful actions you will have!
You need to gather as much information as you can from your audience. One of the simple ways is to install the hinet script after registering in the panel. Now you have the information of the site visitors and you can put them in different groups to reach them with a suitable message.
Another way is to use your assets. For example, forms you have on your website or surveys you send out are good options for collecting data.
Phone calls and even monitoring customer purchase information is a good point to get customer information. Here CRM software helps you to store and manage your information. This software not only integrates with other parts of the business, but also has the ability to add your personal information.
For example, you can record the information of the free consultation form in a sheet and add it to the software.
Marketing automation tools are very useful in speeding up repetitive tasks. These tools are used to calculate parameters and perform various tasks. Classification is one of the tasks that automation systems perform.
4. Assessing the value of the target group
Before running the campaign, you need to weigh different aspects; One of the issues that must be carefully considered is whether the selected group is valuable or not!
All marketing actions follow one lofty goal: creating a profitable relationship with the customer! Can the selected group be as profitable for the collection as you expect?
You have to see if it is worth spending time and capital on that group or not! What percentage of them will convert and how much is the demand?
Perhaps when you realize that many people fall into the specified category, you prefer to stop focusing on them; Of course, there are exceptions. Despite low demand, high profit margins may justify your attention to that particular group.
In short, you have to make sure that the group you are considering is worth your time and focus! Otherwise, your efforts will be for nothing and your investment will be wasted.
For example, you can evaluate your target groups from the 2 dimensions of the value that the section will bring to you and the amount of access to that section. A simple model that you can see below. For example, when the value is high and easy to access, it is our favorite part that we prefer it to other parts; Because it helps us to develop our business very quickly and quickly. Now look at the bottom quarter of it, which is low value and easy access. Here we have to ask ourselves, is it worth trying for this part or not?
When the value is high and access to that part is difficult, it is better to think of a long-term strategy; What will allow us to get the most out of this segment in the long run. This is a simple matrix for evaluating target groups.
5. Running the campaign
Now you have the customer data in your hands and you have chosen the most profitable part of the market; So you can start running a suitable campaign.
For example, if you want to encourage people who have bought from you once to make a second purchase, you should go for a unique retargeting ad campaign.
You have added the script to the site and placed these people in your customer group. Now all you have to do is design a message suitable for this group. For example, if he bought leggings, offer him a matching shirt at a discount.
The second example is customer retention with the help of email marketing. You have the data of your current and prospective customers. Now you have 2 ways:
Put them in a separate group and send an appropriate email to each oneFor example, a special discount code for current customers and an educational email about services for interested customers
Sending educational and exclusive emails like newsletters for the training of both groupsAnother campaign you can run is an SMS marketing campaign to encourage customers who have abandoned you. For example, if it’s been 3 months since the customer’s account was last charged, you can do 2 things:
Send him a discount code to return
Submit a survey to find out what's causing your service to dropYou can also talk to such customers on the phone to convince them to come back!
The type of campaign and its content depends on the following:
Characteristics and demands of the target market
Your goal (for example, converting interested customers into buyers or returning customers)
Your budget (what kind of campaign to run)
The capabilities and resources you have (for example, do you have a support team for phone calls?)Campaign analysis.6
Not only in relation to the objective, but in any kind of action related to evaluation, performance measurement. After the last step, it is dedicated to the analysis of the computer that ran it.
Select the KPIs or key performance indicators and metrics that you are interested in. Check how the campaign performed after the campaign was launched!
For example, if the KPI is the amount of sales, an increase in the amount of sales is pleasant, and it is not good for it to decrease or remain constant on the contrary.
By analyzing the data obtained from the previous computer, it is possible to understand how the performance was. If there is a problem, it can be changed and the next computer can be optimized.
This is one of the purposeful steps that you must do! Now, in the next section, let’s review some examples of targeted success.
