Audience Tailored Creative and the Rise of Audience Signals

Posted By Jennifer Dragon on June 19, 2019

overhead view of 5 young marketers at a table, planning their strategyMarketing plays an important role in helping businesses attract and maintain customers. However, for any marketing campaign to be effective, it is important to employ the right strategies.

Today, businesses are increasingly developing customized messages in an attempt to resonate with target audiences. Unlike in the past--when basic demographic information was the basis for creating audience-tailored content--audience signals have given creative teams a new world in which to brainstorm. One of the most efficient ways to use audience signals is to come up with a core idea before bringing in personalization tweaks to ensure unique and relevant content for each audience.

Intent and Interest-Based Audiences vs. Basic Demographics

In the past, most businesses came up with marketing content based on the age, gender, income or profession of their target audience. While these are important factors to consider, the modern consumer has become more discerning. This has made it necessary to take into account additional factors in order to implement a marketing strategies and messages that resonate with audiences.

Today, any business that is keen on remaining relevant has to focus on intent and interest-based audiences. This means focusing on the behavior of online users to look at issues such as what excites, interests, and moves an audience in order to come up with meaningful and impactful marketing campaigns. Content that catches the attention of the target audience is more likely to pass the intended message, building a strong and long-lasting relationship with potential customers. The good news is that there are a number of tools that businesses can use to create customized messages that will help increase conversions.

The Impact of Audience Signals On the Creative Process

Audience signals play a crucial role during the creative process. These clues help sleuthing marketers come up with marketing messages and campaigns that deliver the biggest impact. Here are some of the ways through which the creative process can benefit from audience signals:

1. Understand Your Audience 

One of the most important steps in creating marketing messages is to understand the target audience. In addition to their problems and fears, it's important to understand their behavior, likes, and general preferences. This allows you to clearly communicate what you have to offer and what they have to gain.

2. Create Relevant Content that Resonates with the Audience

In order for any marketing campaign to be effective, the message contained therein has to resonate with the target audience. Audience signals help you understand who your customers are and what they're looking for. These are the building blocks for content that is truly relevant.

3. The Right Products for the Audience

Audience signals will also make it easier for you to market and sell the right products to your customers. Once you know their problems and fears, you will be in a better position to create products that meet their needs and solve their pain points. In the end, such a move can help to build and maintain customer loyalty.

4. Choose the Right Platform

Today, there are numerous platforms on which businesses can carry their marketing messages. With the advent of social media, businesses now have more options available then ever before. Learning the behaviors of your target audience through audience signals can help you choose the right platform for your marketing campaign.

5. Watching the Data

Over the course of your marketing campaign, you will need to track progress. Keeping an eye on data will help you determine when to make adjustments for greater impact.

There is no doubt that aggressive marketing can contribute significantly towards business growth. This is why businesses have to keep up with emerging trends if they are to stay ahead of competition. Working with experts and companies that offer digital marketing solutions can go a long way in ensuring that business achieve the results they expect.