The Art of Effective Audience Targeting

In the ever changing landscape of digital marketing, the amalgamation of ‘art’ or creativity and science is now an essential partnership for success. This is becoming true for the entire world, never mind what we are talking about, however, for the purposes of this, we will stick to digital marketing.

Among the many canvas’ of digital marketing strategies, the brushstrokes of effective audience targeting stand out in bold, this is especially true within the world of Paid media, whether this be PPC or Paid Social advertising, and this is the realm in which I live (During working hours of course, I have other things I do).

In 2023, an era whereby consumers are surrounded by a seemingly endless gallery of marketing mumbo jumbo every which way they look, the ability to deliver the right thing, to the right person at the right time is paramount and is an artform often overlooked and overshadowed by the traditionally creative arms of marketing. No matter how fancy or professional a video or image may be, without the right audience targeting it will never be appreciated and as a result, can never be effective.

To follow are a few things to consider in order to elevate your paid media campaigns to their true potential.

Understanding your audience : The Artist’s Palette

I am inherently a creative person, so when I often find myself explaining the inner workings of what I do for a job, it is regularly met with a mild surprise at how uncreative certain aspects of paid media can seem. If I were to describe the process of building audiences for use in advertising campaigns, I have no doubt this would fall into the aforementioned category of dull and uninspiring tasks. However, this does not have to be the case, in fact, a certain level of creativity is essential in order to execute well.

Before any paid media campaign gets off the ground, no matter the platform, it is essential to intimately know your audience inside and out. Of course this doesn’t mean you need to personally know the person, unless Dorothy from down the street is in fact the type of individual you would like to market to, I guess that would be fine, it is more about understanding them, identifying their persona, their motivations for purchasing, their pain points and their online behaviour. Profiling people to the level required to be excellent involves creativity, thinking outside the box, how can you relate to these people in ways that competitors won’t have thought of?

This palette of information can be painted through data analysis, whether this be through surveys, analytic tools, that part is up to you. Just as an artist would divide their colours, divide your audience through segmentation based on demographics, interests and behaviours.

Leveraging Data for Precision : The Art of Detail

Data can be seen in this context as the muse for digital marketing. Think Yoko Ono to John Lennon, or if you’re up to date with modern celebrity goings on, Julia Roberts to Josh Safdie.

There are a number of different data points that should be considered, utilised and drawn from when creating an effective audience to target. Here are a few:

• Keyword research : This allows us to understand user intent for PPC activity and can guide decisions on which auctions to compete in as a result.
• Audience insights : Dive into platform provided insight tools, this can be the basis of the data-driven ‘colouring’ of your strategies, or for the sake of maintaining the metaphor, your masterpiece.
• Remarketing : targeting users who have previously engaged with your brand, they’re the ones most likely to become your art enthusiasts.

Testing and Optimisation : The Art of Refinement

The digital marketing artistry comes to life through continuous and ongoing refinement over time. You will not get it right the first time, every time, and if you do, kudos. But as an artist does with a particular piece of work, or over their career, there must always be room for learnings, adaptation and improvements. Here are a couple of refinements to keep in mind in relation to your audiences:

• Budget allocation : Akin to an art investor strategically investing in a Basquiat masterpiece, or any other famous artist for that matter, shifting your spend to the segments of your audience that shine the brightest is a wise move. Here you will find the highest return on investment.
• AD scheduling : Use data as your timekeeper to determine the optimal time to showcase your art. In other words, don’t waste your budget when your audience is admiring another exhibit.

Effective audience targeting, and the ‘art’ I have metaphorised it to be, is a key and fundamental aspect of paid media advertising. It is a wholly dynamic process that requires regular refinement and adaptation. In this modern era, where data is the digital marketing artist’s best friend, those who wield it the best, will take centre stage in the metaphorical exhibition.

As the digital marketing canvas continues to evolve, being at the forefront of audience targeting will be your masterpiece. So, keep experimenting, analysing, and optimising, and you’ll find yourself a true master in this art in no time.