Five audiences brands will reach with targeting in 2016

TARGETING It is difficult for brand manufacturers to predict when a large potential target audience will develop an immediate interest in purchasing. Brands therefore attempt to identify previously unknown potential customers based on demographic target audience characteristics. The profile data marketer Q-division has outlined five target groups that brands can reach by using third-party data to target consumers with current purchase interest.To ensure that targeting does not become a game of chance, brands should rely on online stores and publishers such as guide and comparison sites. They know exactly when a consumer engages with a product and begins their individual purchase decision process. Below are the five target groups of Q-divisonwhich brands are reached with targeting.

1. the mobile customer

Customers in this market are generally extremely willing to switch. But only shortly before the potential switch date. The problem for brands is that there is no general cut-off date in mobile telephony by which customers can switch providers. Depending on the start date, contracts can end on any day within two years. When the customer is released from the contract, they spend a few days choosing a new tariff or device. Network providers and device manufacturers find the right gateway when they find out from guide and comparison sites or online stores who is currently gathering information and is interested in buying.

2. the virus catapult

Medications such as cold sprays are acute products, which means that the purchase decision process is a matter of a few days. So far, however, manufacturers have advertised seasonally, with winter being the peak time for colds. The wastage is high and the return on investment is correspondingly low for a low-priced product. At the same time, mail-order pharmacies and advice sites know who is currently looking for information on medicines and home remedies. In this way, a nasal spray producer can use its profile in targeting.

3. the tire shopper

Tires are a classic low-interest product that every driver needs. Here too, marketers can rarely identify a specific occasion. Manufacturers advertise seasonally and rely on reach with calculated wastage. However, it is easy to determine the individual's moment of need, especially when buying tires. The purchase decision process often begins online, regardless of whether the purchase is made after a few weeks online or at a stationary dealer. Another plus: for tire manufacturers, who generally do not have their own sales department, targeting campaigns provide valuable insights into potential target groups and their information and purchasing behavior.

4. the parents

Starting a family can happen in your mid-20s as well as in your late 30s. So how do diaper manufacturers, for example, know when a baby was born and which diapers the young family currently needs? Visiting online baby equipment and advice sites on the subject reveals a lot about the issues parents are currently dealing with. This also means insights into the child's stage of development and age. And once a mother has been won over by a diaper brand, she is likely to remain loyal to it throughout the entire customer life cycle.

5. the price comparator

Every household needs an electricity contract, as well as one or more current accounts. A switch only occurs due to more favorable conditions or changed personal needs, which are not predictable for marketers. When customers change from passive consumers to active prospects is individual. Customers who are ready to switch can only be recognized when they inform themselves about tariffs and conditions on comparison sites. Once marked as a prospective customer, advertisers can target them with product-specific advertising.