Reaching your target audience is crucial in a marketing campaign because it ensures that your message is being delivered to the people who are most likely to be interested in your products or services. When you know who your target audience is and understand their needs, preferences, and behaviors, you can tailor your marketing messages to resonate with them and increase the chances of conversions. By reaching the right audience, you can maximize the return on investment (ROI) of your marketing efforts, as you’re not wasting resources on people who are unlikely to become customers. This can help you save time, money, and resources and improve the efficiency and effectiveness of your marketing campaigns.

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Some questions you may want to ask yourself are: What have people purchased before that may indicate they could be interested in my product? What locations do they like to shop in and how do I target those areas? What other searches have they made online that may be relevant to my product and how can I push my advertising to them?

These questions may seem daunting and challenging to answer at first, but by using the right tools and data, you’ll be able to reach the perfect audience effectively and with ease.

Here are 3 ways to target your audience better and how to do them

1. Purchase history transaction data

By understanding what types of products your audience is already interested in and have already purchased, you’ll be able to predict what they’ll buy next and can create advertising messages that are more likely to resonate with them. For example, if a customer has previously purchased a particular brand of skincare products, a retailer can use this information to suggest new products from the same brand or offer promotions on similar products. This not only increases the chances of a conversion but also improves the customer experience by providing personalized and relevant recommendations.  

2. Location-based ad targeting

By figuring out where your consumers like to shop, such as a specific store in their area, or by targeting shoppers in the area around your own store, you’ll be able to deliver more relevant and personalized marketing messages to them and save money. For example, a retailer could use location-based data to target customers who are within a certain radius of their store, offering promotions or incentives to visit the store and make a purchase. Alternatively, a retailer could use location-based data to target customers who have visited their competitor’s store and offer them incentives to switch to their own brand. 

3. Search history data

Using search history data in an advertising campaign is effective because it allows you to target customers who are actively searching for products or services related to your business. By analyzing search history data, you can gain insights into the keywords and phrases that customers are using to search for products, and use this information to deliver targeted and relevant marketing messages. For example, a retailer selling camping gear could use search history data to target customers who have recently searched for “camping tents” or “camping stoves” and display ads for their products when these customers browse the internet. This increases the chances of a conversion, as the customer is actively searching for products related to the retailer’s business. 

Author: Mike Ford is CEO of Skydeo, Skydeo provides high-performance audience targeting for advertisers and agencies serving auto, retail, tech and mobile gaming clients. The company’s mobile-first, cloud-first approach has enabled it to scale to become the leading data platform in the US with a lean team, enabling brands, agencies, and media planners to build highly scalable media plans based on deterministic mobile data. For more info, visit www.Skydeo.com.