Marketing today means that you have to thoroughly know your audience
Social media largely allows us to tailor what we see every day. Facebook allows you to block people or posts that are irrelevant or offensive to you. If you are a big fan of a of McDonalds you can see more and more from them. If you detest McDonald’s food, it can be tailored so you never see an “I’m lovin’ it” campaign again. So, what does this mean for business marketing?
In simple terms for a business, you have to be very specific about which markets you are targeting. Spray and pray marketing does not work at all. Your efforts would be lost amongst cat videos and celebrity gossip without finding good ground to take root.
Because of Social media, target marketing must be even more focused.
Before social media, effective marketing campaigns did have to have a well defined target market. Commercials on MTV were geared toward teenagers and reality tv marketing usually focuses on women 18-34 years old.
Now through social media, you must be even more targeted. You will be rewarded for having a higher relevancy to the audience on a particular ad. Today, a very broad, and not very effective audience would be: “Men and Women 18-34, in the United States.” This audience is just too far broad in age and interest to make much of an impact. A well defined target marketing is “Women 18-34 in the United States, who make over +50,000 a year, and are interested in fashion.” This focuses on a single gender, who have disposable income, and are interested in a certain topic. This well defined target market would have a large impact on a social media campaign.
Social media allows users to tailor what they see every day. Many people live their lives largely on social media. So this means they will only see advertising on the internet. To make an effective impact as a business today, you must have a well defined target market on social media. Otherwise, few people will be seeing your marketing efforts, let alone moving to the purchasing stage.