4Ps: Zooming In On Who You Target Online
How to target the right audience for my product? When it comes down to traditional marketing, the textbook way of using 4Ps (Product, Price, Place
Businesses, for a start, tend to jump on multiple digital platforms almost immediately. The common misconception is that their content will then have a wider reach; because more is more, right? Unfortunately, that is not always the case.
More often than not, businesses usually target their customers through
With that, you will also be able to understand better what your customer needs and have a better idea
On digital, understanding the kind of product that your customers want or the related products that they might be interested in, is essential. With the abundance of data points that help you to understand your customers, you will be able to find out interesting insights about them.
If you are a service company, find out what other services that your customers would consider. Using personalization engines like Shopify and other eCommerce solution, this should be easy for you to find out. Check out this guide to find out how to use Facebook Pixel to target your audience who have similar interest with related products.
You can also get more clues on social media. Without even diving into privacy issues, you can easily find out what your potential customers may like in terms of movies or books. For example, Wordstream showed this example where they targeted “people on Facebook who buy Business Marketing Services
Unless you are targeting specifically US customers, the ability to do income level targeting becomes quite limited outside
Fortunately, you can use a combination of data points to achieve this level of targeting. Using your demographics data from your Google Analytics or Facebook pixel, you might be able to find out the various occupations of your customers. That would give you an estimated indication of the purchasing power of your customers, given that the dataset of the
Are you sending the right ads to your audience where they are? Imagine you are working in the sales department of a property company, you would definitely want to avoid Instagram or Snapchat as your choice of advertising platform.
The demographics for each social media platform differ, with its slightly unique user experience. Your customers will have their personal preferences in terms of which platform they visit.
Looking at the Singapore statistics, YouTube currently has the highest engagement among youths, followed by Facebook and Instagram. Depending on the insights of your consumers, the platform of choice should cater to the targeted audience for the best reach when executing a promotion. If you are considering reaching out to millennials in Singapore, you would definitely want to consider your targeting campaign on YouTube first.
Unless you have someone like Beyoncé officially fronting your content, chances are it will not “fly” on its own. Give your quality content the limelight it deserves. Given the recent changes in social media platforms, you can’t avoid putting money to your post if you want to create the awareness.
Besides understanding your customers’ purchasing power, their usual “hangout” platform on social media or related products that they buy, you definitely need to be able to speak your customers’ language.
Digital tools such as social media listening tool gives you a clear indication on what your customers usually talk about. It gives you a glimpse into what your customers might like to see when searching for similar products like yours.
Take River Hongbao 2019 for example: While organizing the event, we were acutely aware that our customers are very pleased with the fireworks festival. We took the opportunity to continue riding on the hype by sharing more of such posts to new audiences. This, in turn, generated more interest and attracted more customers walking through the event gates.
TARGET THE RIGHT AUDIENCE TODAY
Knowing who your business targets is essential in developing a strategic online marketing plan. Whether it is getting sales or increasing following, this 4Ps model enables you to cater to the needs of your customers more specifically and helping you to understand how to set up your targeting parameters for your next advertising campaign.
Use your creativity when finding data that fits your business’ needs, especially when faced with limitations like the example provided above on income level targeting not applicable to those outside the US.
Ultimately, there are no hard and fast rules; but knowing the values that your business represents, and what your targeted customers are looking for, helps in flourishing your business.
If you have any comments or would just like to chat on how we help our customers to achieve better sales in targeting the right audience on digital platforms, do drop us a note at firstname.lastname@example.org or leave us a contact at the contact form here.
[by Badriah Arsad, Digital Marketer]