Growth comes through shopper acquisition. Plan who you will target, where you will find them, and how you will measure success.
Successful advertising relies on asking the right questions. The first is who to target. Of course, reaching the right audience is fundamental – even the best campaigns will fall on deaf ears if those ears belong to the wrong person. But who to target – and how – isn’t always clear.
For most brands, the strategic goal of a campaign will be based on recruiting new buyers. To do this, we need to understand who buys what, when and why. Even where a campaign carries other objectives, for example to increase loyalty or engage with specific markets, the same principles ring true – how an ad affects shoppers’ decisions is the crucial question.
Even age and demographic mapping here only gives us half the story – certain customers will inevitably fall through the gaps and focusing on those factors in isolation will produce some false targets.
On their own, demographics often tend towards generalisation, however, combined with actual shopper behavioural data, they start to carry some weight. Our Audiences platform allows us to draw full behavioural pictures and profiles, with targets based on people’s past purchases from all retailers and all channels.
