In a crowded sea of messages how are you heard? There are lots of things that factor in to running a successful advertising campaign, from creative to message to the x factor to the unknown. But what it really boils down to is, are you talking to the right targeted audience?
Understanding your consumer is the first step in finding the right targeted audience. Many companies think they know who their consumer is, based on a variety of purchasing patterns or patient volume, for example, but have you ever considered that a company thinking they know who their consumer is and the consumer actually letting you know who they are could deliver very different results.
In today’s overstimulated society, the consumer’s opinion can be far more valuable than your own. Now yes some of those data points, for purchasing, inquiries or appointments, can factor in to creating a targeted audience, but that information alone is not enough to effectively execute a digital advertising campaign. The are layers of information that can be gathered from website metrics to past advertising campaigns to different testing mechanisms to measure response.
In order to cut the clutter you must sort through the data clutter to better find the consumer you are looking to reach through targeted advertising. An integrated digital approach can prove successful if the right targets are established.