Marketing has always been about sculpting and projecting the right message, but now as a result of the digital revolution and a significant shift towards mobile & social channels, today it’s as much about the timing and delivery of message, as the actual message itself.
In order to deliver truly engaging and effective content plans marketers must be aware of not only the different channels they’re communicating through, but critically the different consumer groups they’re looking to target.
While every day, marketers are taking steps to improve their digital marketing strategies (a new email initiative here; a Twitter campaign there), buyer sophistication has meant that the marketing game has become increasingly sophisticated. Having said that however, one area remains has remained constant amid the changing tides – content is still king.
The key to tapping into today’s mobile and social landscape is to understand behavioural and segmented marketing: just what exactly makes your existing customers tick? And what will be the sweet spot for those (potential), customers you’re yet to engage?
Because mobile and social have empowered customers and put such a premium of the communication of a brand’s message it’s never been more important to ask yourself; what is your total addressable market? What are the groups within this? And what kind of content will resonate best with them?
Through the capture of digital information, behavioural marketing and segmentation builds up rich and deep definitions of the different buyer personas most likely to purchase your products, and from here, you will be in a position to tailor your content appropriately: a tweet or Facebook post here for one group; an email offer or geo tag promotion there, for another.
By Ellen Valentine, marketing evangelist at Silverpop.
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