In 2015, marketers are poised to spend up to $60 billion in digital ads. While budgets are high, heavy saturation in the digital advertising space makes it difficult for marketers to find an edge. What's more, as consumers increasingly become digitally savvy, marketers must find unique ways to stay relevant and competitive.
To avoid being overlooked in a cluttered advertising world, marketers need to get more specific. Today's consumers are so overwhelmed with digital advertising that brands will likely get lost in the noise without an industry-specific approach. Generic approaches to digital marketing typically target the wrong customers, with irrelevant content resulting in missed revenue and poor ROI. An industry-specific campaign can reach at-market customers with content that actually converts.
But executing a successful industry-focused campaign is no simple task. Using the right technology and incorporating the following tips, marketers can become industry leaders within the digital marketing space:
Focus on specifics
No two industries elicit the same set of expectations, and audiences from one industry to the next require different information from brands before making a purchase. For example, a hair salon would never use the same digital strategies a car dealership would. The two types of businesses have drastically different purchasing cycles and should execute strategies that reflect the typical sales process unique to their industries.
This is precisely why it's important for marketers to develop digital advertising strategies specialized at the industry level. A car dealership would want to target in-market shoppers in a given area with content based on specific vehicles on the lot. Similarly, a hair salon might want target consumers within a certain radius with deals for specific services based on demographic information like gender or search history data.
These campaigns can be more specific when targeting recent or dormant shoppers. If a customer purchased a vehicle in the past year, an auto dealer could offer promotions for an oil change or parts that are unique to the type of vehicle purchased. Similarly, a hair salon could target a customer by offering a deal for a fresh trim a few months after her last haircut. By taking a nuanced approach, brands are able to reach the right consumers at all stages of the marketing funnel.
Use data to better target consumers
As marketers provide more industry-specific content, they will begin to accumulate massive amounts of customer data, all of which is directly relevant to their industry. These data libraries are constantly growing and building upon themselves, and -- with the aid of an ad platform that can analyze sold data, search terms, and behavioral and locational data -- marketers can develop more effective messaging.
For example, the car dealership in this scenario could learn more about who the typical automobile shoppers are in a specific area and then target more customers who meet this profile. Perhaps a majority of this dealership's customers are within a higher income bracket and own a home. The hair salon might find that it can market more broadly as long as the customers live within a very specific range of the salon. With targeted messaging, marketers can also use data insights to serve shoppers customized ads at just the right time. Search and behavioral data can be used to determine if consumers are in-market and ready to receive a well-tailored offer.
Offer a personalized experience
It's no surprise that consumers prefer relevant ads over unfocused or generic strategies, yet many marketers do a poor job of individualizing their outreach. With ad spends trending high as we approach 2016, marketers should work on creating focused, localized ads that better resonate with shoppers. These advertisements should also be personalized in a way that is unique to the industry.
For example, if a consumer is researching SUVs, it's likely that he or she is not going to be interested in advertisements for a sedan. Similarly, a middle-aged man looking for a place to get a haircut nearby probably doesn't want to receive ads for a manicure. Simply put, consumers will not pay attention to digital marketing content that is not relevant to their needs. This is mutually beneficial for both shoppers and brands. The former enjoys a more fruitful and logical shopping experience, and the latter builds brand awareness and trust with shoppers. In the end, happy customers are always better for business.
In order to stand out within any industry, today's marketers should implement these digital advertising tips with the most dynamic advertising strategies. Simply personalizing ads or incorporating data is not enough to outpace other brands within the ever-expanding digital marketing landscape. To win, marketers must focus on their specific industry, provide relevant data expertise and personalize the entire advertising experience. Using the technology that's right for them, marketers can thrive help brands succeed.
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