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Target Audience

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Have you ever felt like someone must be listening to your phone conversations because as soon as you mention needing to find a dress for your friend’s upcoming wedding, every website you visit shows you summer dress options? This high level of personalization comes from “cookies,” which track your every move while browsing the internet across your devices. Third-party cookies share information about your interests (based on your online behavior) with other websites. Those websites…

For the better part of a decade, lookalike audience targeting has been a go-to marketing tool for brands and organizations to expand their reach and sell more. After all, marketers have long used audience targeting to match their prospective client list with the behaviors and demographics of their best customers.  Even before digital marketing, being able to spot, track, and engage high-value audiences was a priority for businesses across the board, from car dealerships to…

An effective marketer knows how to set up proper ad targeting for their digital campaigns. When it comes to ad targeting, the problem is not a shortage of digital advertising platforms or opportunities; it’s knowing how to effectively use the tools available to create a strategy that works. Clearly defining your strategy not only provides you with the results you’re looking for but also saves you time and money. So, how do you get started?…

Consider this marketing experience: A banner promoting blue-light filtering glasses on an article listing the best books of 2020. Or a video ad for sports equipment that’s shown before a YouTube fitness tutorial. Maybe even text ads for a weekly produce subscription box on the sidebar of a recipe site.  It’s a no-brainer that marketers see the best results when they showcase their brand alongside content that their target audience pursues online. In fact, it’s…

Behavioral targeting segments your audiences based on their interests as exhibited by their behavior. By gathering data, segmenting, and targeting your audiences by behavior, you can vastly increase your sales and win client loyalty.  Behavioral retargeting uses that same data to re-engage audiences that have already shown an interest in your brand based on their interactions with your website, social media ads, and email campaigns. With this knowledge, you can create personalized ad and email…

For your company to be successful, one of the challenges you must overcome is connecting with your customers. This is where social media comes in — with the right mix of tactics and channels, you will be able to connect with your target audience on a deeper level and help them feel valued and appreciated by your business.  Here are seven ways to leverage social media to build relationships with your customers. Respond to Customers’ Messages If…

In this special Unrolling double feature, we’ll look at LOLA and Hims, two hot health and wellness brands focusing on reproductive health. That might make some of our readers uncomfortable — lean into that feeling because it’s is critical to understanding how these two companies have been able to gain so much traction so quickly. Readers may also find that they react differently based on their sex or the gender they identify as — this is…

Marketers understand that to compete in today’s business environment, it’s essential to form bonds and connections with your audience. Some experts estimate that consumers are exposed to as many as 4,000 to 10,000 marketing messages every day. To cut through the noise, brands must appeal to the unique interests and needs of their audiences and connect with them in a way that they appreciate. This is where buyer personas come in. Over half of modern…

Competitive research doesn’t have to involve hiring professionals to track and assess your competitors, like straight out of a spy movie — there’s plenty of data on the internet to collect. By investing even a small amount of time, businesses can gather intelligence on business rivals,  identify opportunities and threats in the marketplace, and refine their messaging.  To build an effective framework for competitive analysis, we’ve included a basic step-by-step process to follow as well…

You’ve probably heard of the phrase, “Shoot for the moon — even if you miss, you’ll land among the stars.” An uplifting sentiment, but it definitely doesn’t apply to your marketing strategies. It’ll be like shooting into the black abyss of space if you can’t define who your target audience is. One of the essential first steps in business is understanding the people who are interested in your product or service, and where they come from. This…