Countless articles, presentations, books, and videos have been trying to explain how to achieve digital marketing ROI since the very first day; but the topic still remains one of the biggest problems even in 2020.
Brands spend significant budgets to bring more people to their websites but in most cases, the commercial results do not reach satisfactory levels.
Could it be because they don’t give priority to the “right” traffic rather than “more” traffic?
Many marketers agree that every person is unique, and they will give the best response to the marketing messages that overlap with their perspective the most.
Digital marketing campaigns
However, when it comes to practice, this mentality is ignored. Almost all of digital marketing campaigns are designed to convey a small number of messages to a large number of people.
If you treat each person differently than they really are, they will naturally not be interested in your marketing message.
The number of global internet users exceeded 3.8 billion in 2017, indicating that people from all walks of life are on this platform. They are from different geographical regions, they have different demographic structures, interests, and values.
You cannot treat everyone the same.
Did you know that in a survey that was conducted in September 2017 on mobile phone face recognition software; 39% of the participants expressed negative opinions while positive opinions remained only at 34%? (26% stated that they had no idea)
Now, is it rational to give the same marketing message to all of these segments?
Divide the audience into smaller segments
If you want to influence and motivate people, you need to approach each person from his/her perspective.
To achieve this, you should divide your target audience into smaller segments; deliver the most relevant marketing messages to each segment.
In this way, you can address their needs perfectly and stand out amongst hundreds of other marketing messages to be the first preference of these people.
Here’s the opportunity! Other companies do not act accordingly. If you act now, you can benefit from it.
Many companies are told about the benefits of target audience segmentation and communicating with each segment through tailored messages.
thinking about the efficiency of the relevant message
However, when it comes to practice, they hesitate to take action; saying things like “let us think about it” or “let us talk about this with our agency”.
Rather than thinking about the efficiency of the relevant message to each segment; company executives generally think “let the large group of people see us now, maybe they will buy our products in the future”.
Unfortunately, the web environment is noisier than ever; and it is getting incredibly hard to get the attention of people through standard marketing messages.
If you can group people with similar characteristics into segments, you can differentiate your marketing message and bring tailored solutions to each segment.
This is the only way to get people’s attention in 2020.
The Facebook data scandal in 2018 proves this point. The news in the media focused on data sharing and privacy concerns. But when we approach the issue from a different perspective, it is also seen that profiling the target audience (within the legal framework) and delivering tailored messages to each segment has the power to change people’s opinions.
It is good for you that others don’t do it.
“We do not have enough employees, we have a huge workload, our agency is doing something, but we do not know exactly what they are doing.”. These are some of the answers they provide.
If you act now, you can seize the opportunity!
