How to reach effective targeting in modern marketing? - N°34

Hi everyone,

Wondering how to reach effective targeting in modern marketing?

Check out my selection of answers in the TheMarketingOrchestrator N°34 - Here is an overview of the curated content:

<1> Targeting matters for all, even for mass-market marketers.

<2> Targeting is not one-size-fits-all.

<3> Aspirational targeting may be interesting to look at in B2B marketing.

<4> Targeting remains overall a challenging topic but with some lights in the tunnel, especially in the creative field.

<5> AI may help targeting in programmatic advertising, too.

<6> AI in targeting promises exciting technological advancements, but ethical concerns must be addressed for a responsible future.

Happy to read your comments!

#marketing #targeting #audience #programmatic #ai

<1> Targeting matters, even for mass-market marketers

In the world of mass marketing, targeting is still a crucial and challenging aspect that marketers cannot afford to overlook, states brand consultant Mark Ritson, in Marketing Week (May 2023). While the concept of sophisticated mass marketing advocates for reaching the entire potential market, it doesn't mean targeting everyone without discretion:

“Just because you subscribe to mass marketing does not eliminate the need for targeting capabilities – quite the reverse.” - Mark Ritson.

Marketers must define their market boundaries and identify the relevant customer base, even within the realm of mass marketing. With a lack of clarity and strategic capability, many brands struggle with targeting, emphasizing the need for skilful and precise targeting for marketing success in today's landscape. Marketers, we have a lot on our plate!

<2> Pros and cons of the main targeting types

To refresh the primary targeting types, I recommend looking at the Linkedin carousel published in May by Elena Hengel, VP of Marketing at Marketing Architects. She shares real-world examples of contextual, behavioural, and demographic targeting there. But to understand the pros and cons of each type of targeting, listen to the dedicated episode of “The Marketing Architects” podcast. I especially like the reference to the New York Times article from April that opened the debate, “If It’s Advertised to You Online, You Probably Shouldn’t Buy It. Here’s Why.”

<3> Beyond consumer desires: how aspirational targeting transforms B2B marketing

Peter Mahoney, co-author of "The Next CMO: A Guide to Operational Marketing Excellence” and the founder of Plannuh is categorical: aspirational targeting is a powerful marketing strategy that can be applied to both consumer and B2B markets. He explains that marketers can broaden their reach and develop key champions for their products or services by connecting with individuals who aspire to higher positions within their organisations. This approach works by appealing to a larger target audience, who are more likely to engage with marketing efforts, are ambitious, and can wield influence in their organizations.

<4> Targeting in digital advertising: beyond math and into the realm of creative art

As I was working 12 years ago in online marketing, I can observe with Mohamed Gamal: gone are the days when targeting in digital advertising was simply a numbers game... As the performance marker explains in his “Reach 4 Growth” Linkedin newsletter of January, data sampling, although helpful, comes with its own set of challenges, such as reduced accuracy, increased costs, inefficient targeting, lack of transparency, and the potential for bias. Moreover, the landscape is shifting, with privacy regulations, iOS 14 limitations, ad blockers, and cookie restrictions making targeting even more complex. The future of targeting lies in embracing privacy-sensitive approaches, exploring alternative methods, and harnessing the power of creative art to captivate audiences. It's time to redefine the game's rules and adapt to the evolving digital advertising landscape. 100% agree!

<5> The rise of AI in programmatic advertising seen by Statista

AI has revolutionized programmatic advertising, providing deeper insights into audiences, enhancing targeting effectiveness, and contributing to higher advertising spending returns. Success stories from companies like AdRoll, TubeMogul, and Snorkel AI demonstrate the significant impact of AI in programmatic advertising, making it a vital tool for marketers in achieving their goals and driving success. With numerous data, Statista provides factual information to understand the AI phenomenon in programmatic advertising, for example, the AI adoption rate or the top ways for using AI in marketing (among other perspectives).

<6> The exciting promise and ethical concerns of AI in advertising: navigating the future of targeting technology

In today's competitive business landscape, publicity, marketing, and advertising are essential for brand recognition and customer loyalty. The emergence of artificial intelligence (AI) and machine learning techniques has revolutionized advertising by enabling targeted campaigns that resonate with consumers on a deeper level. By leveraging AI, businesses can effectively target their desired audience through data-driven insights, optimize campaigns to drive increased sales, and enhance the customer experience by delivering personalized content. However, as AI continues to evolve, we must carefully consider its impact on information overload and potential manipulation of consumer opinions, ensuring a balance between innovation and ethical practices in advertising. By Rebeca Asd for the blog, “Top emerging tech” (April 2023).

PS: Unless otherwise stated, all the pieces of content were published in the last two weeks.

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I hope you enjoyed it.

Happy to read your comments!

Lucie.