Generic marketing messages are too common for the current overflowing digital market. Customers get numerous ads and emails every day, and honestly, most of them have either “buy this” or “check that out” texts. This makes it more difficult to capture the customer’s attention. You’ve only got a few seconds to grab their interest before they scroll through irrelevant ads and flashy offers. Personalisation makes a brand stand out among this crowd. Changing your campaign strategies according to individual customers helps you break through the noise and create genuine connections.
Why Targeted Marketing Campaigns Matter?
Studies show that 80% of customers prefer buying from a company that provides a personalised experience. A top-notch e-commerce SEO agency in Melbourne can help you see a good increase in conversion after targeting ads for you.
Targeted messages can quickly grab a customer’s attention. Instead of generic suggestions, they will see product recommendations based on past purchases. This shows them that your brand cares about their preferences and makes them feel valued.
On the other hand, the relevant content of the ads creates a more engaging experience. Targeted emails and website experiences allow customers to engage with your brand increasingly. When they see products they’re genuinely interested in, there’s a high chance that they will convert into paying customers.
Creating Targeted Marketing Campaigns
Now, let’s explore how to create ads that your customers will love, and that will probably make them loyal advocates.
1. Gather Customer Data
Creating successful targeted marketing campaigns largely depends on how well you know your target audience. This means you need to collect relevant data with their consent to understand their preferences.
Encourage customers to create accounts on your website so you can track their purchase history, browsing behaviour, and preferences. Use analytics tools to understand how customers navigate through your website, what products they view, and what actions they take.
Ask them directly about their preferences and interests. This can be done through email surveys or pop-up forms. Monitor how customers interact with your brand on social media. You can learn about their interests and pain points through comments and shares.
2. Segment Your Customer Base
Customer preferences can be different. Segment your customers to target messages to specific groups with the same interests.
Some ways to segment your audience are:
- Demographics: Age, gender, location, income level.
- Purchase History: Past purchases, frequency of purchase, total amount spent.
- Browsing Behaviour: Products viewed, time spent on specific pages, and abandoned carts.
- Interests: Preferences indicated through surveys, social media interactions or website behaviour.
3. Create Engaging Content
Once you understand your audience, it’ll be easier to create content that speaks to them directly or resonates with them better. Use the customer data you’ve collected to segment your email list and send targeted marketing campaigns with relevant product recommendations, promotions, and content.
Display different product listings, banners, and website content based on a customer’s browsing behaviour or past purchases. Connect with website visitors who abandoned their carts or viewed specific products with targeted ads on other platforms.
Use platforms like Facebook Ads or Google Ads to display targeted ads to website visitors who haven’t converted yet. Remind them about the items they viewed or offer special discounts to complete their purchase.
4. Personalise the Experience
Personalisation isn’t just about product recommendations. You can personalise the entire customer journey. Send a warm welcome email to new subscribers, introducing your brand and offering a discount or free shipping on their first order.
Celebrate special occasions with personalised emails offering a birthday discount or a special anniversary promotion. Based on what customers have just purchased, recommend complementary products or accessories.
5. Measure Your Progress
Constantly monitor and analyse the performance of your targeted marketing campaigns. See what resonates with your audience and what falls flat. A/B tests different personalisation tactics, subject lines, and product recommendations to find the best option that maximises engagement and conversions.
Final Words
Targeted ads are a great way to connect with your audience directly and build strong relationships with them. Targeted messages have the highest chance of grabbing attention, which leads to higher click-through rates and conversion rates. Customers feel valued when you understand their preferences so they can have a more positive shopping experience.
