Almost everyone reading this has experienced microtargeting in the form of paid political “robo” calls, personal phone calls, and emails from political campaigns. This is simply taking the idea of the customer of one to new heights. While you may be bothered by the political phone calls, the truth is microtargeting works. If it did not work they would not spend billions on doing it. As a small business you can also take advantage of microtargeting, and you should.
No, you don’t need to make irritating calls at dinnertime, but you can use microtargeting in several ways as part of your overall online marketing campaigns. Probably one of the best known ways that you can engage in microtargeting is via Facebook Ads and Retargeting Ads. These types of ads are directed to you due to activity that you took, or due to the advertiser singling you out using your demographics.
Your business can take advantage of microtargeting using your email marketing software too, if you send out a poll to your audience to collect more information. You can also look at their behavior to make some assumptions about future behavior. All microtargeting really is, is using the consumer’s behavior to predict future behavior, or their demographics to single them out for specific specials and sales.
Using the consumer data that you can gather to identify and influence smaller groups of people toward purchasing your products and using your services isn’t really anything new. What is new is the technology that makes this one of the most powerful forms of marketing the world has ever known. Microtargeting can improve your sales dramatically, and is not something that you should avoid.
Remember, if it’s good enough for political campaigns, and by the way, Visa (who also microtargets consumers), then it’s good enough for you. Imagine bringing back visitors who came to your site with an appropriate Facebook Ad, or sending ads only to a select group of people who are likely to respond positively, without wasting money on people who won’t.
Rich Thurman’s passion is helping small businesses realize their full potential. With twenty years of real world experience in both small and large business, Rich has worked for and with both global industry leaders and small-town family-run storefronts.
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