What is micro-targeting and how is it utilized in a marketing strategy?

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Are you looking for a better way to reach your potential customers and craft marketing campaigns that address their specific needs and desires? Look no farther than microtargeting.

What is microtargeting?

Microtargeting is a digital marketing technique that seeks to match ad campaigns with the consumers or businesses most likely to be interested in your product or service. This is done using demographic, past purchasing and browsing history to pinpoint the best market for what you are selling. Originally developed for use in political campaigns, this tool has become increasingly popular with both consumer and B2B companies. Microtargeting isn't just an effective marketing tool, but it makes for a more enjoyable consumer experience since site visitors and potential customers are seeing ads for products in which they likely have a strong interest.

Tips for using microtargeting in a digital marketing strategy

How can microtargeting work for your business? Here are a few tips:

  1. Make sure that the research is good. Microtargeting relies on quality research and information to be effective. After all, if you have the consumer's interests or location wrong, you will be much less likely to send them information on products and services that are of interest to them. Whether you are doing your own marketing research, purchasing a data base or outsourcing this function, you don't want to scrimp on this area. Research doesn't have to be time consuming or expensive. Sometimes a simple poll on your website is all that you need.
  2. Let your social media partners do some of the work. Social media sites, such as Facebook, Instagram, & Twitter make it easy to set up a microtargeted ad campaign. They let you apply filters for age, geographic location and other parameters, saving you the time and energy that would be needed to identify those consumers on your own. Be careful, however, not to limit your targeted segment too much so that your ad has very little exposure.
  3. Create quality content. The old adage "content is king" is more than just a catch phrase and it is as relevant today as it was a decade ago. Once you've identified a target segment via microtargeting, you don't want to lose them with boring, lackluster content. Make sure that the ad and/or the website content is intriguing and fresh to be able to capitalize on visitor's interest.

Microtargeting can be a very effective tool for businesses of all sizes. To make the most of this modern digital marketing tool, make sure that your research is sound, take advantage of social media filters and make sure that you content is first rate. You're sure to see results on your bottom line.