The Stakes are High: Targeting Matters
As marketers, we are all aware of the marketing funnel and how critical it is to avoid a top-of-funnel approach when expecting to drive results. Hyper-targeting our audiences with precision means we need to know more about them, why they’re important, where they are, and find ways to give them a personal experience.
MYTH: Many marketers think they are speaking directly to their target audience.
FACT: 96% customers complain marketers don’t know who they are or what they want.
MYTH: Brands think that many consumers don’t need personalization to create engagement.
FACT: 75% U.S. consumers like when brands/companies personalize messaging and offers.
MYTH: There’s a misconception to how much personalization can drive results.
FACT: 40% consumers buy more from retailers who personalize the shopping experience across channels.
MYTH: Content marketing is important but doesn’t always show a measurable lift in opportunity.
FACT: Leads who are nurtured with personalized content produced a 20% increase in sales opportunities.
(Hubspot, Accenture Interactive)
Data-driven marketing, content marketing, personalization ̶ all buzz words that have now become the standard benchmark for brand marketing. Messaging, offers, and product all matters, but where you speak to them is highly critical.
Nielsen refers to localization as mapping out the “hidden pockets of opportunity”. Over the past 5 years, 45% of CPG categories had flat or declining sales. “One size fits all” marketing is a culprit. Companies have been modifying products to fit various local cultures and tastes, but it continues to evolve. The meaning of ‘local’ has become more granular. Now, ‘local’ can be a market, a store, a household, or even an individual consumer.
I refer to an article from Think with Google, “Why Marketers Should Care about Where”. It’s even more relevant today.
It reminds us to:
- Think geographic, not just demographic: Location is not the only factor that shapes our needs or language as consumers, clearly, but it’s a big one that we tend to overlook. At times, location might even be a more reliable way to view an audience- their mind-sets, intentions and concerns- than demographics.
- Shape your creative with location insights: Get creative with location based on how people search in a particular place. You can nuance how you go to market there. Simply looking at where your brand is popular can spark creative ideas.
- Uncover demand for your brand: If you know where demand will be for your product, you can be smarter about your media spend.
The outcome of targeting is impactful. The win of going local is critical.