Doubling Down On Audience-Centric Marketing

By Matt Ackley

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After a banner year for audience marketing, it’s a great time to revisit the concepts I touched on earlier this year and explore some thoughts on what’s further driving audience marketing trends as we move into 2015.

There are some major, exciting changes happening in the digital marketing space: the increasing importance of tracking and targeting users across devices; the dovetailing practices for managing, bidding, and optimizing campaigns across search, social, and display; the seemingly never-ending birth and rebirth of new and confusing ad tech related jargon.

You’ve probably felt as though things aren’t getting any easier. If so, you’re not alone: In a recent survey of over 300 digital marketers, 75% said that their job has become more complicated over the past year.

But with change comes opportunity, and marketers in our survey also reported that their #1 priority for the coming year was “creating campaigns based on deeper understanding of audiences.”

The Promise Of Audience Marketing

Audience marketing enables you to take information, such as intent and demographic data, to better understand your customer’s characteristics and how to best customize your targeting approach to reach them.

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The idea itself isn’t new, but the difference today is that you have thousands of data points about your customers across hundreds of different interactions.

The power of audience marketing comes not from the insight you gain from a single point, but from combining insights across different channels and devices. This allows you to get a clearer picture of your customer, and subsequently, provide a better, more holistic experience to them.

What’s Pushing The Audience Marketing Envelope?

There are four trends to watch in audience marketing involving:

  1. Multi-channel, multi-device usage
  2. Customer data accessibility
  3. Programmatic buying opportunities
  4. Dynamic, scalable creative

Trend #1: Advanced Multi-Channel, Multi-Device Usage

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Within the past several months, a number of different studies on …read more

Source:: SearchEngineLand

      

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