Personalisation is an essential part of successful marketing. Each customer wants to be treated as an extraordinary one. Feeling “one in a million” can become a significant factor when it comes to connecting to the brand. Consumers want to feel special. They don’t want to know if they are a part of a group with similar tastes and preferences. That’s why personalisation is the key. When you know exactly who your target group is, how to reach them, and what to say, increasing your business becomes much easier. Hyper-targeting takes personalisation in mass marketing on an even higher level!
WHAT IS HYPER-TARGETING?
Hyper-targeting is a marketing strategy that allows marketers to reach customers and deliver extremely customised messages right where they will most likely see it. No matter if your audience is a niche or very defined, you can target them across various channels. Hyper-targeting begins with identifying and understanding who is your target audience precisely. By leveraging data about your target group and adjusting your budget or campaign size to the specific needs, you can achieve better results. Focusing on particular attributes of your audience, such as age, gender and location; and attributes that may include hobbies, interests, beliefs and sentiments is an essential factor while talking about hyper-targeting.
HOW TO START AND DO IT RIGHT?
Personalisation and hyper-targeting are the keys to doing your marketing right. It’s easy to say, but how can it be done? Here are a few ways that are going to help you at the beginning, but will also show you how to use hyper-targeting to boost your marketing strategy and social media marketing efforts.
First things first, let’s start with creating your buyer’s persona. How? By targeting, of course! You can focus on:
- Demographics: age, gender, occupation, job, income
- Geographic location: city, country, specific area
- Interests: pages they like, keywords in their messages, posts they like
- Behaviour while using your site or engaging with your social media pages
- Customer’s buying habits
Then, you should create a unique and catchy copy for each segment. Think about the characteristics of your target group and create something that specifically speaks to your audience.
Now it’s time for testing, monitoring, and analysing your actions. Hyper-targeting will help you create more effective ads from the start, but you have to track your results and measure your success to complete your powerful strategy.
Finally, you can tie hyper-targeting to your whole marketing strategy. Each part of marketing is far more profitable when combined with others. That’s why you need to connect your hyper-targeting with other marketing initiatives to get the highest benefits!
These are the principal basis of hyper-targeting. Believe us, and if you follow our guidelines, you are good to go.
But why should we do it? Is hyper-targeting truly as helpful as we’d like to think? Sure! When done right, it can be a potent tool to boost your whole marketing strategy, and here are the main benefits to prove it:
- You will be able to deliver personalised messages to your target group, focused on what your customers exactly need. It will not only be beneficial for you but also for your targeting group because you won’t be sending them messages about things they are not interested in, so-called spam
- You’re going to increase both brand awareness and sales, and that’s what marketing is all about, right?
- Simply because you reach the right audience, you won’t be spending more money to reach people that are not interested in your product
- You can receive valuable feedback from your audience. Also, your customers can lead you to more potential ones, so you’ll avoid reaching an uninterested audience
- By marketing your product to the right customers and on the right platform, you will generate more sales
- So in general, hyper-targeting can make it easier for you to connect with customers, generate leads, and increase your sales
SUCCESSFUL EXAMPLES OF HYPER-TARGETING
SOCIAL MEDIA (A FACEBOOK EXAMPLE)
Facebook has an advanced mechanism for targeting; therefore, it’s a perfect place for your marketing campaigns. You can target specific people by making different kinds of lists:
- The audience creates a list of people who match your buyer persona. It chooses from various details ranging from life events to purchase activity and everything in between
- Custom audience from customer list targets people who are already on your email lists. Facebook matches different users with your customer contact information and enables you to show them targeted advertisements
- Lookalike audience uses your already targeted audience to find similar audiences on social media. Facebook takes the characteristics of your customers and creates another list of new ones who match it
- Remarketing audience uses Facebook to target people who have previously engaged with your brand (liked your page or watched one of your videos) or on your website
Google also is an easy tool for targeting your customers. You have an option to pay for advertisements as paid placements on search engine results pages (SERPs) or display ads on third-party websites. Both of these options allow you to target users based on:
- Search phrases they use
- Their location
- Website topics
- Customers lists
- Type of device they are using
- Their behaviour on your website
You can also engage in hyper-targeting by using CRM and email segmentation; you need to:
- Divide your audience or customer base into hyper-targeted groups based on their characteristics or activities
- Create content, marketing messages, and promotions that speak directly to the audience
- Deliver the content through personalised marketing
- Retarget your customers based on how they react to your campaign
- Track your results and continue to refine, tweak, and improve the process
TARGETED CAMPAIGNS VS MASS MARKETING
Targeted marketing is a more precise form of today’s marketing. Thanks to its main advantage that helps you reach smaller, defined targeted segments or even individual people, your message can be more personalised. On the other hand, mass marketing delivers generic messages to a large undefined audience. It has a broad reach, but a limited appeal. Mass marketing focuses on television commercials, billboards, and newspapers. It may have a more extensive outreach, depending mostly on your group’s geographic location or demographic, but that doesn’t mean that it’s working better.
The numbers show that targeted marketing is more effective, even up to twice as much. According to the research conducted by IBM, 56% of consumers feel that most of the messages from brands are irrelevant or unimportant to them. This statistic shows why targeted content has become more and more important. Another study, this time from Accenture, states that 87% of customers use more than one device during the day for receiving different content. This kind of behaviour opens up a whole new potential opportunity for brands to get customers’ engagement. The core of marketing should focus on hyper-targeting and personalisation. An Infosys study says that personalisation has a positive impact on around 86% of customers!
Targeted campaigns may have a smaller reach, but better results than mass marketing. This type of marketing is built around specific consumer needs and preferences. Generic messages used in mass marketing has much less impact. We have to remember that not all consumers are the same, so when you use one approach in your marketing strategy to reach all the audience, you can, in fact, reach no one.
TASIL AND ITS HYPER-TARGETING PRECISION
Hyper-targeting allows not only to get your company’s ads in front of potential customers, but it also tracks your target group. TASIL is the perfect tool for both these things. Precise personalisation allows you to create direct messages to your customers.
We can target people based on:
- The location that marks the exact area in which the person has to appear to receive the message, e.g. only nearby your store
- Time, e.g. only between 9 am and 5 pm when our store is open
- Purchasing power, e.g. only people with high purchasing power
- Nationality, e.g. Omanis or Hindi only
- Age, e.g. people between 20-50 years
- Segments, e.g. frequent shopper, music fan, car seeker, sports fan, travel fan and much more
This kind of hyper-targeting is beneficial for specific campaigns. Let’s see it on an example – if you run an electronics shop and want to let people know about a new discount, you have a few options. You can send messages to people, from your “technology fan” segment, reach people that are nearby your shop, or you can combine both these options. The last combination can bring you excellent results!