Top Tips For Identifying and Targeting Ideal Audience Segments

Top of mind amidst the chatter of the demise of the third-party cookie is identifying and targeting ideal audience segments. This is not a new notion by any means, but it is a priority as teams continue to evolve their strategies in the wake of a global pandemic, consumer demand for transparency, and ever-changing compliance guidelines.
 
Changes within the marketing industry have come hard and fast over the past year and a half, and savvy marketing teams are rising to the challenge. Many are working to pivot their strategies to meet the market where it stands today along with where it’s going. At the heart of those strategies is a winning customer identification and targeting strategy.

As part of the typical marketing strategy for decades, audience segmentation and targeting have become the crux of every marketing campaign. But what are the best ways to optimize your audience identification and targeting strategies in this modern marketing landscape?

Know Your Audiences/Customers

No marketing team can build a strategy without first understanding their ideal target audience. That is where building buyer personas comes into play — a task best completed by leveraging data from existing customers and users. Profiles of ideal clients and audiences segments must be fully built out in detail for teams to begin the process of building audiences and creating audience segments.

Once buyer personas are successfully created, teams must determine when and where to find these consumer groups in order to market to them. As ideal channels and mediums for reach are assessed, campaign messaging and materials should be created in a way that will appeal to your various target audience segments. It is critical for teams to fully understand where their customers frequent, what they are looking for, how will they look for it, and what their thought process is behind researching the product or service in question.

As campaigns for these identified audience segments take shape, various strategies for personalization and engagement come into play. Savvy teams leverage tools like dynamic marketing creatives, kinetic emails, and interactive mobile apps to drive personalization for customers across a multitude of channels and mediums. Crafting resonant messaging that appeals to your ideal audiences is key to capturing their attention. 

Utilize Multiple Channels

One crucial element to targeting ideal audiences is utilizing multiple channels and mediums for marketing campaigns. Leveraging methods like omnichannel and micro-moments to reach buyers where they are and when they need you is one of the most successful strategies marketing teams can employ. 

Marketers using three or more channels in campaigns enjoy a purchase and engagement rate that is 250% higher than those using single-channel campaigns. 

While multi–channel marketing is not a new concept for marketing teams, its rise from beneficial to necessary is. The nature of the modern consumer is one of instant gratification and continuous multitasking. To reach your ideal target audiences, you must determine where and when to best to engage them. Instituting a marketing strategy that involves multiple channels ensures marketers will reach consumers in a variety of ways that best appeal to them.

Leverage Intelligent Data

As the end of the third–party cookie draws near, many marketing teams are turning to first–party compliant data collection methodologies. In response, many of the leading tools and platforms in the marketing landscape have begun innovating to meet the demand, developing deeper insights into buyer–intent data and preferences. 
 

Leveraging lookback windows and search preferences based on topics and products across sites gives industry giants like Amazon and ZoomInfo the ability to help their advertising clients reach highly targeted ideal audiences with a greater purchasing intent. This is an ideal audience targeting methodology for many marketing teams that are striving to reach their ideal consumers in the places where they already frequent.

In addition, many marketing teams are pivoting their data strategies in this new endemic world to meet consumer demand for more transparent marketing practices and ensure success as the reign of the first–party data sets in. This means optimizing their current data collection strategies and systems to better leverage their first–party data for customer engagement via personalization. 

Follow the Trends

Marketers know that staying ahead of trends and leveraging them within their marketing strategies is the best way to target and engage customers successfully. Throughout the past 18 months, there has been an onslaught of engaging digital platforms taking hold across the consumer marketplace with those showcasing video at the helm.  

Platforms like TikTok and Instagram Reels are capturing the attention of users worldwide with original video and streaming content that they can connect with in more personal and authentic ways. Savvy marketing teams are taking advantage of these trends, building campaign strategies that incorporate these mediums with messaging that engages consumers at their level. But what does that mean exactly?

The key to leveraging these streaming and video apps and platforms goes back to understanding your target audience and their needs on a basic level. It’s not just about showing up in their feeds; it’s about delivering the types of content they are looking for — educational content from a trustworthy source on a personalized level. Marketing teams who are leveraging their customer data and buyer personas to understand the where, what, and when of their customer base and utilizing it across these trending channels will ensure success when it comes to customer targeting and engagement. 

In Short

Modern marketing teams are all implementing strategies to identify and target their ideal audiences. The challenge they currently face is how best to pivot their strategies to meet the demands of the impending endemic market we are living in.

There are many things to take into account when building customer profiles and segmentation, especially in terms of transparency, compliance, and the rise of the first–party cookie as a primary consumer data source. Marketing teams must optimize their existing identification and targeting strategies to pivot with the rapid evolutions in the consumer market if they want to ensure success through customer engagement.

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.

    Let’s Talk
    Meto

    Meto

    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.


    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

    website: https://meto-intl.org/

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

              Contract Type

              |

              Location

              Job Title

              Contract Type

              |

              Location

              Job Title

              Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

              Apply Now