The most brilliant characteristic of Digital Marketing is it’s changing nature. This includes the constant improvement of platforms, ads and our targeting options amongst many others, however the more we move towards programmatic technology the higher the risk of forgetting the real origin and purpose of our industry – people.
In the last 10 years, thanks to the Internet, we have moved from mass marketing to segmentation & personalisation of our campaigns. We are here to make sure we show the right message to the right person who would be most interested in the product/service we are offering – which sounds simple but, of course, never is. How do we find this ‘right person’?
We have all these great tools that allow us to target users through their interests, behaviour, demographics, searches, etc. These tools grow and improve every day letting us use all this information that should help us find our perfect audience. The problem is we have reached that point where the data we are able to use is so wide and complex, we need software and tactics to help us make sense of it. We need to adapt and change as quickly as our customers’ tastes do. Don’t get me wrong – I love marketing automation (we need all of that help if we really want to make the most of the data we capture!) however, as much as these platforms will be able to analyse the data, organise it and optimise your campaigns, it’s still just software – certain things will not be looked into, there will be no intuition or sense of why? Why didn’t this campaign do as well as last year? Why is our bounce rate higher when I use this or that age group? You will miss out on a lot of input if you don’t ask yourself these kinds of questions but most importantly, you won’t really know or understand your audience.
Based on my own experience, here are some tips that might help you with your digital campaigns:
1. Make sure you work on a good measurement plan and that you’re tracking all the right actions in your website.
What do we want to learn from this campaign? What are we testing?
2. Use remarketing to segment your audiences and analyse their behaviour. You can create as many and as specific remarketing lists as you want.
How many segments do we want to create and what KPI’s are we going to use to compare them?
3. Upload your own databases, create similar audiences, analyse their behaviour throughout the whole user journey in your website and in social media.
4. Use this knowledge to improve your campaigns. This will help you to personalize your ads to the different groups you want to approach and optimize the engagement of your audience with your brand. You will also be able to compile findings and conclusions that would otherwise be lost.
5. Remember that you’re a consumer and therefore you have some personal insights that you can use – for example, no one likes to be bored with the same ad over and over.
Check your frequency cap because you might be showing your ads too much to a single segment.
At Ignite we specialise in the hospitality sector, which makes our work even more socially orientated. It’s crucial to reflect on our work to avoid taking for granted the complexity of our audiences and over-looking the limitations of software. As amazing as this software may be, it cannot tell us what really drives peoples’ interests and passions; that’s where the human element comes into play.
To find out how Ignite’s Digital Team can help you define your audience and grow your hospitality business, please just get in touch.