Sometimes the key to making a successful business decision is finding the right kind of audience, but that doesn’t always come easy. However, AddThis and Oracle have put together a new report that can help point companies in the right direction.
Called State of the Industry: How Marketers Match Campaigns With the Right Audience, the report covers a number of details about appealing to the right audience. Here are some quick things we surmised from the report:
Creating standard audience segments don’t always come easy
30 percent of those polled indicated there was some sort of problem when it came to understanding how they work.
Conversion is the most sought objective
As for understanding which marketing objectives are preferred when it comes to audience segments, only eight percent noted awareness as a factor. Meanwhile, 37 percent noted that conversion was most important, followed by loyalty (29 percent) and consideration (26 percent).
Finding matches and tracking individuals present highest challenges
When it comes to the biggest challenges of reaching an audience, many feel that finding individuals that match said audience is the biggest obstacle, with 50.5 percent agreeing. However, targeting certain attributes and keywords that will make a difference to said audience is also vital (36.6 percent), as well as identifying said attributes when they really matter (47.3 percent). The most important, however, was tracking individuals across particular channels (58.6 percent).
Understand your audience
Not understanding how audiences are built can have an effect on a marketing program. 34 percent of those polled in the report said they understand such processes either “not too well” or “not at all,” creating confusion with the model as a result.
Building a custom audience can have great effectiveness with a program
“Quality of and trust in the data is what matters whether you are talking about demographic, behavioral or any other targeting mechanism,” said Bryan Sherman, vice president and director of programmatic for Media Tech at DigitasLBi, in the report. “As data becomes a currency, quality data becomes the gold standard. When designing an audience, it is more important to believe in the quality of fewer data inputs than the potential value of many.”
Those that build custom audiences get better results from their campaigns
34 percent of those polled state they’re either “satisfied” or “very satisfied” with such results. Marketers can actually hone in on audience tastes this way, creating a more effective campaign.
