From data analysis to segmentation to personas and journeys, you invest to build an understanding of your customers, and, while these efforts are undoubtedly useful, they cannot drive customer engagement on their own. So, how can you best capitalize on these investments to optimize reach to your target segmentations? Micro-targeting.
Micro-targeting maximizes the value of customer-level data and insights by combining them with additional attributes to inform the who, where, and how of targeting your most relevant customer segments. Armed with this intuition, developing hyper-focused marketing strategies becomes easily actionable, enabling you to efficiently locate your most important audiences and connect with them in the most meaningful ways.
Micro-targeting acts as a force multiplier for marketing teams and budgets, delivering highly targeted campaigns and marketing initiatives that make more efficient use of time and dollars versus broader“spray and pray” strategies. Bottom line – micro-targeting simultaneously increases customer reach and improves efficiency by leveraging applicable, available data to inform more deliberate connections with your most relevant audiences.
Micro-targeting is the aggregation and synthesis of digital, customer, demographic, and other data to identify and target high-value customers. Historically, companies have used data such as purchase history, location, and income to target customers. Thanks to modern ad and social media platforms like Google and Facebook, the exponential breadth and depth of available customer data allows for significantly more granular images that illuminate customer segments. Micro-targeting leverages the overlay of third-party data sources against company-level data to formulate highly focused marketing strategies that locate and target specific clusters of customers.
1. Identify and aggregate all data relevant to your target customers
Gathering data inputs from various sources including publicly available, client-owned, digital, and survey data. CMG knows what questions to ask about customers and which data can provide answers to those questions. We mine the most relevant data from numerous sources to augment your insights across customers, markets, and competitors.
2. Align your customer data with 3rd party data
Overlaying client-owned customer data such as purchase history, product popularity, online engagement, and customer satisfaction against demographic and psychographic data. This analysis reveals why your products and services are performing at a certain level and identifies new insights about your highest value customers, such as where they live, work, and shop, enabling you to target them more effectively.
3. Develop data-rich, intuitive visualizations that illuminate your priority micro-level customer segmentations
Transforming data into accurate, dynamic optics involving heat maps, charts, and other tools that provide a visual sense of where your organization should be looking. You already know your customer, and now you can pinpoint and target your highest-value customers exactly where they are while reaching them in the most effective manner.
Micro-targeting can be leveraged to impact many different facets of your business. At CMG, we’ve identified three key use cases that maximize the impact of micro-targeting, highlighted and described below:
Predicting Customer Behavior and Interaction
Using data on buying behaviors, product usage, and other customer characteristics across segments or markets to predict which customers are most likely to convert. We can use similar tactics to help identify which customer segmentations your team should prioritize in a certain market.
Market and Channel Performance
Micro-targeting can be used to explore and analyze markets, whether geographical or other.Elements like market sizing, geography/expansion decisions, analyzing new offerings, and channel optimization are a few examples of enablers that can be made exponentially more powerful and efficient.
Improving Awareness and Engagement
Micro-targeting can also be used to influence customer attitudes and preferences through hyper-focused advertising. Not only can practitioners use micro-targeting to find the customers who will be most receptive to an ad, but they can also determine how to engage those customers in meaningful ways.