BREAKING NEWS & VIEWS
Targeting the Right Audiences
Wednesday, April 18, 2012
We have reached the age of the “Digital CMO” – the street-savvy marketer who has evolved to meet the challenges of this new data-driven environment. Digital CMOs think differently than their predecessors, and they have unique demands from their marketing partners. Below are four key ways that Digital CMOs are adapting to the digital marketing environment. To be effective and relevant for the Digital CMO, today’s publisher needs to “get inside their heads”. Only by doing so will you be properly prepared to develop solutions that resonate with their goals and objectives.
1. Understand Media ConsumptionYesterday’s CMO only had a handful of ways to reach an audience, and media consumption habits were highly predictable. Today, target audiences are pulled in multiple directions online and the explosion of new devices and channels have only added to the complexity. Social and mobile media are changing the rules again in real-time. The net result is that target prospects are no longer tied to the desktop and/or to a handful of media outlets. Digital CMOs know how to use data to reach their target audience across multiple devices and media channels, and they understand that they need to be wherever their prospects are consuming information in order to stay top of mind.
Smart publishers will stay ahead of this multi-channel progression by evolving content – as well as your own publisher brand – to fit the needs and demand of your audience. They will have thoughtful answers and solutions already in place when advertisers start asking questions like, “What are you doing with respect to social media?” and “How can you help me reach my audience on mobile devices?”
2. Targeting the Right AudiencesTo effectively reach target prospects, Digital CMOs have developed a detailed understanding of their target audiences and sophisticated audience-data-driven strategies to reach them. The ad-tech eco-system has evolved rapidly over the last four years to enable this. Advertisers can target based on online activity (behavioral targeting); demographics; psychographics; and a wide range of other audience segmentation approaches.
Furthermore, while yesterday’s CMO might have been content to apply this level of targeting to e-mailing the house-file, the Digital CMO aspires to this same level of targeting across all marketing channels. Regardless of the channel, they want to understand the “persona” and map a relevant message at the right time in order to optimize results. Digital CMOs hate to “waste an impression”.
Publishers need to respond by demonstrating that you fully understand your audience(s) as well, and that you can help marketers focus their message in front of the right kinds of eyeballs. Making general claims like, “We have a great demographic match for your product/service!” will ring hollow with the Digital CMO. You need to be able to back up those claims with hard data, and in many instances may even need to further segment your audience to meet specific advertisers’ demands. Those publishers that are able to do this most effectively with win the minds – and hearts – of Digital CMOs.
This article is an excerpt from Bizo corporate development officer Bryan Burdick.
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