Oggi, troppo spesso i consumatori si trovano ad affrontare annunci che non corrispondono alle loro esigenze. I messaggi di marketing possono avere un targeting scadente o tempistiche non corrette, mostrare prodotti che i consumatori non vogliono o vessare gli utenti per convincerli a comprare oggetti che hanno già acquistato.
In un mondo in cui la tecnologia ha dato alle persone più possibilità di scelta e un maggiore controllo su ciò a cui rivolgere la propria attenzione, questo approccio è sempre più inefficace. L’attività di marketing deve essere consapevole e rispettosa del pubblico, altrimenti sarà probabilmente ignorata.
CONOSCERE IL PUBBLICO
Ma come fare ad assicurarsi che l’attività di marketing risponda alle esigenze del pubblico? In questo caso, la pertinenza è fondamentale e, come la maggior parte dei professionisti del marketing sa, i dati sono la chiave per comprendere se un messaggio pubblicitario è pertinente per l’utente. Con i dati giusti, puoi andare oltre il marketing di massa e iniziare a generare interazioni a elevato rendimento con i singoli consumatori.
Il marketing basato sui dati non è una nuova idea, ma molte aziende hanno ancora difficoltà a implementare la strategia. Uno dei motivi è il pericolo di essere sopraffatti dal volume di informazioni a disposizione e dal numero di opzioni disponibili per l’attivazione dei dati.
Per contrastare questo fenomeno, è meglio organizzare i dati all’interno di una struttura di tipo Osserva-Pensa-Agisci-Cura (See, Think, Do, Care), che può aiutare a identificare le diverse fasi dell’intenzione nel percorso del cliente.
MIGLIORARE LE INFORMAZIONI SUL PUBBLICO
Oltre ai tuoi dati personali, puoi anche utilizzare i segnali del pubblico di Google per garantire un’esperienza pubblicitaria pertinente. I dati sono ricavati da sette prodotti di Google, tutti con più di un miliardo di utenti, e includono dati demografici e indicatori in-market per aiutare a identificare i tre elementi al centro di un percorso del cliente pertinente:
- L’utente giusto
- Il momento giusto
- Il messaggio giusto
Questi segnali del pubblico sono subito disponibili all’uso e rappresentano un ottimo modo per iniziare se sei ancora in fase di raccolta e analisi dei dati dei clienti.
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