We have always been reading that ‘Product Placement’ is a major decision; it is infact true but it is just one side of the coin. Another major aspect that balances the ratio of a successful campaign is ‘Customer Identification’.
It is the second side of the coin where everything is dependent because afterall customer is the end user; the landing point of every campaign.
To be more specific, we can bring it down to this:
Every Advertisment that has ever performed exceptionally well (or not) is mainly dependent on two things:
i. Product Placement
ii. Target Customer Identification
From a Brand’s / Client’s perspective product placement always matters but if you look at it from an advertiser’s / agency’s perspective you will always recieve an answer that finding the right audience to market is what makes all the difference in the performance of the product.
Now comes the question, the most important one – How do you find the audience that best fits for your campaigns ?
Should the answer be simple ? NO !! The answer depends on what parameters you define to narrow down your audience. Geo-Tagging ; Marking the Age Group and gender based categorization is something even a novice knows and can map them properly.
Today in this article, we are going to give you the three most crucial parameters which leads to a right audience selection. Our years of experience across various industries and cross border advertisements has helped us to identify the three parameters which helps us reach directly to the audience.
Every product since the begining and even before entering the market has a particular set of audience ready for it at any given point of time, what matters is whether it reaches the customer segment it is meant for or not.
We believe that when you hit the sweet spot of all the three paramenters; i.e.
1. Online Behaviour
2. Problem Identification
3. Trigger Points
Your campaigns are bound to generate great results.
Let us understand every paramenter we have mentioned above:
1. Online Behaviour
What is the first point that comes to your mind when you read online behaviour ?
We are not talking about the top layer online patterns a customer represents through his day to day online activities on social media platforms but rather how he or she behaves within the app or website.
What is the bounce rate your observe for a particular set of audience when they land onto the website or app and what is the behaviour flow upto the 7th interaction in the customer behavioural flow.
Where is the particular segment spending most of its time and what are the search terms being used. Whether the user is more influenced by ads or the user is visiting the website due to the search pattern orgnically.
Various analytical tools are able to give an in-depth insight on all these dimensions with an option to filter out the segment you need as per your data mapping requirements.
2. Identifying the Problem
There are only a few products in the market which are never off the shelves, neither do they need any sort of marketing nor they ever run out of demand. Because they are now a part of the consumers life and have made a psychological place in the customers mind.
But that is the case of just a few products. For the rest you need to identify what are the problems with the existing products of the same category and why is the gap not being filled. Once you identify the problem, a right push to market the solution that your product is offering and it’s done.
3. Trigger Points
Now when you have identified the behaviour , you have mapped the data and figured out the gap between existing products and consumers what you need to do it dispaly the right message and their will be a definite call to action.
The Message displayed in your campaigns, be it a creative or a slogan or the content beneath should be so strong that it activates the trigger and the consumer is bound to take an action.
We have helped industries across the segments cross-border to design and deliver advertisements that generates ROI. Connect with us to know more, you can simply mail us at hello@greencapmedia.com and we will get in touch with you.