"Reach the right audience at the right time." It’s been marketing’s mantra for over 100 years. And let’s never forget the four Ps: product, place, price and promotion. Isn’t it funny how some things can remain relevant despite decades of evolution?
What has changed, however, is the way in which companies reach potential customers — and for that, we can thank the digital age. Up until recently, marketing efforts have been based on broad demographics — age range, zip code, household income — and companies spent big bucks targeting those demographics. But why waste good money when you can spend that hard-earned cash to target much smaller, but more important, details?
People-based marketing is the new little black dress in the marketing world. And, quite literally, if you sell little black dresses, you can create a digital campaign that only reaches women wanting to buy little black dresses. Then, you can matchback your sales to see how many dress-buying women actually saw your little black dress ads. Sounds expensive, right? Not necessarily.
It's All About The Data
Data is key when working to implement a cross-channel strategy — we’re talking analytics, CRMs, the works. But what about the little guy — the one who saves up for years in hopes of one day funneling some cash toward an advertising campaign? Believe it or not, big data is within reach and budget for nearly any business.
According to SAS, “Big data is a term that describes the large volume of data -- both structured and unstructured ... [that] can be analyzed for insights, leading to better decisions and strategic business moves.”
Small business owners, no matter their budget, can now leverage that data and advertise directly to their consumers without wasting excess money on people who will never convert. It’s as simple as reaching out to a digital marketing agency, where you can begin to discuss your buyers’ journey and drill down your market segments.
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