Targeting is no more than identifying potential audiences and experimenting until you find profitable ad sets. Targeting entails determining the appropriate audience and delivering them a tailored experience. The customer journey can be optimized in various ways to improve performance. Read on to learn about a few places where you can tailor the customer experience.
Optimization plays a significant role in improving the performance while maximizing the RoAS or returns on the ad spend. Digital marketers do performance analysis by segmenting and dissecting data into multiple cohorts.
Consumers wish companies know them better 81 percent of the time, while marketers wish they knew their customers better 94 percent of the time. Moreover, despite their best efforts, 48 percent of product teams aren’t confident that they understand their users and their journeys. — mixpanel
Customer segmentation and content relevancy are essential to both consumers and marketers. But what is it that is preventing them from moving forward?
Mainly, marketers struggle with tools, time, and — most importantly — thoughtful segmentation. Especially, since Facebook discontinued age/gender segmentations via ad manager. Before this significant change, marketers evaluated and optimized campaigns, ad sets, and ads based on age/gender performance.
Facebook ad manager has a section to see charts and audience insights, but it won’t allow you to see age/gender data for your customers.
This is a piece of heartbreaking news for seasoned optimizers. You won’t be able to identify your valuable customer demographics for each campaign, ad set and ad. Despite this limitation, Alavi.ai managed to build a platform to see the demographic data for a selected audience.
Alavi Insights allows you to see the customer distribution across age and gender for interests, behaviour or demography. All you have to do is search for an interest, behaviour or demography and click on the explorer button to see age/gender distribution for your customers.
Now digital marketers can target audiences by knowing the right age and gender for their potential customers and reduce wastage.
Using Alavi, the world’s first and only Sneaker subscription company founded by Kamj Silva, was able to triple their revenue while increasing RoAS by 2X+.
Also, the brand was invited to pitch on the hugely popular business reality TV show Dragon’s Den. Kamaj himself presented and had top investors bidding against each other to put money into his startup.
Finally, Digital marketers can avoid blind targeting and lack of personalization, and instead focus on customer journey segmentation and personalization.