Segmenting and targeting a specific audience is just what it seems like. It is the practice of using data to segment consumers via demographics or interests. This is so that digital marketers are able to find the right person on the correct device at the right moment.
With audience targeting, a digital marketer is more likely to reach consumers who are interested in their company’s products or services. They will be able to target these people with the correct messaging that will appeal to them. It also decreases the likelihood that digital marketers will waste ad spend on people who are not interested. In addition, audience targeting helps to move potential customers down the sales funnel.
Using data to segment target customers
Where does data come in?
If you are to have any hope of succeeding in the digital marketing space, you need to build a strong profile of your target audience. Based on the online behaviour of your target market data management platforms – such as Lotame and Neustar – can decipher information such as a person’s:
- Interests, and
- Preferences of an individual
However, one needs to exercise caution with these types of platforms. This is because these tools build a picture of your target market based on the specific channel and not the individual themselves.
There are a number of ways that you can segment your audience. Here are some of them:
Segment by referrer or traffic source
This refers to where your visitor was before to landing on your website. An AI-based personalisation system can learn which offers work best for visitors from different sources.