Targeting both existing and potential customers effectively picks up on a lot of the points made in yesterday’s blog. Context and personalisation are key components, but they aren’t the only factors at play when looking to ensure that you are effectively reaching out to consumers. Understanding intent and local factors are increasingly important.

For example, there is no point targeting someone looking to book flights to New York three weeks after they initiated their search. Just like the cheese in your fridge, data has an expiry date. Research has shown that intent data has a shelf life of around 14 days. Target them after that and the chances are that they have already made a decision, meaning that you’ve missed the boat and wasted your budget. Even if you’re offering them a once in a life time price, there is little they are going to be able to do about it.

This links to my next point, in order to understand the type of content that will appeal to your audiences, it is important to ensure that your campaigns utilise data collected at a local, rather than global level. Technology might make it feel like the world is getting smaller, but local cultures, languages and nuances remain key purchase drivers that your campaigns need to not only factor into consideration, but also respect.

Global data is simply too generic and rather than facilitating engagement, it will more than likely create a barrier to effective communication as it will be almost impossible to determine who is relevant to your campaign. You then run the risk of essentially wasting time, energy and budget trying to reach customers that have little or no interest in what you’ve got to offer. Or worse, like Steve has above, not engaging with those who do want to hear from you. In seeking to target effectively, never underestimate the importance of local knowledge and emotional intelligence.

 

 

By Kevin Tan, CEO of Eyeota.

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