It’s now easier than ever to segment audiences since many digital marketing platforms allow you to target a specific audience. We have access to online tools that keep track of an individual’s online activities and demographic information. Digital marketers can use this data to offer users specific products or services that they may be interested in. For instance, once a visitor clicks on a brand’s display ad, whether on social media or through a search engine, the brand can target that visitor with subsequent and related ads. If the content a visitor receives is based on their interests and online behaviors, it creates positive reinforcement and makes shopping easier and more satisfying.
You can also target your audience with content and offers based on what stage they’re at within the buying journey. For example, email marketing can be used to nurture a lead until they’re ready to make a purchase. Perhaps they subscribed to your blog and consistently opened your blog update emails. After several months, they visit your about me and service web pages. At this point, you know to send them a targeted email with an exclusive offer. They click on the offer and submit a request for a quote.
Sophisticated digital marketing tools make this possible. Let me tell you how it works: when a user fills out a form online, he or she provides personal information. Most web pages have cookies that track the user’s behavior on the page. It’s this data that companies or digital marketers analyze and devise the right strategies for different types of audiences.