Now a days we can closely follow our customer’s behaviors. What they browse, where, when and more or less who they are to a pretty scary accuracy. Customers might know or not how much information can be collected from what they do or what they visit, but the truth is that they benefit greatly from this.
A good example of this is that customers today can even get annoyed when presented with ads that have absolutely nothing to do with their preferences. A very well known brand for female pregnancy tests used a very basic segmentation feature to target all women in reproductive age. This is an excellent example of segmentation but that’s the only thing they got right. They aggressively managed to get to be a top of mind brand by achieving insane frequency rates and, well, pretty much driving us all nuts with baby videos.
This example shows us that you can definitely give online advertising a go and get a few things right, but if you’re missing some key principles, you might turn the gold to s**** along the way.
Two key principles (to list a few, related to the example) can be:
- Frequency: How many times do you want to reach a unique customer in a time period?
- Interests: Sure, you’re reaching your possible target, but are they interested in your product?
It is known by now that customers expect advertisers to approach them based on their interests, and with all the tools out there, you can do it right.
Ask for your free assessment today and get a report on what your weaknesses are and what you can do about them!