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In today’s digital-driven world, most businesses have an online presence. An increasingly virtual form of address has changed how brands communicate with their customers. Today, the quality of presentation of a product or service is as important as the product or service itself. One of the main factors in the success of any company is easy online navigation on its channels.
Marketing budget figures, or the perceived skill of your contributors are your world-class service are not all that is needed to get the attention of your target audience.
Usually, marketing strategies focus in on specific groups of people who might be interested in your product. Generally, factors like age, gender, localisation, and common interests are taken into account to make this selection. This works the same with online businesses. In order to increase traffic to a website and accelerate sales, brands must start by choosing a target demographic with specified behavioural attributes as per the product or service being offered.
With a lot of digital tools available, the teams in marketing and communications make use of algorithmic databases to analyze potential target customers. Google Analytics and Google Search Console are primarily user-oriented databases that help understand how customers reach certain online websites and what actions they take upon arrival. Similarly, Facebook Insights and Ad Manager allow brands to identify the age, location, behaviours, and interests of these individuals.
However, it is not as simple as it sounds. These algorithmic databases do work wonders for brands, but it is important to master the art of analysing the data and website traffic in order to reach reasonable conclusions.
Once such an audience is selected the next step is to reach out to them with personalised messaging. This can be done through simple-to-use social media listening tools or manual monitoring of social media posts and conversations.
Additionally, in order to reach your audience effectively, you must be able to retarget customers through digital tools like display ads to bring them back to the website once departed.
Effectively maintaining a faithful audience is pivotal to increasing website traffic, sales, and the overall integrity of a brand. Therefore, it is one of the most important skills to master in terms of digital marketing.
It is no secret that modern marketing has developed into a more complicated and competitive field than before, thereby increasing the sophistication of consumers and businesses and the issue of audience catering.
One of the important concerns that brands face difficulty with is connecting with the audience. Communications firms, for example, resort to talking more than listening. In other words, the conversation is one-sided and does not reflect the consumers’ wants.
Moreover, traditional communications subfields, like advertising, use methods that focus too sharply on selling the product, an approach that has proved to be ineffective in this day and age. Preferably, consumers are more likely to indulge in a product or invest in a brand ifs presentation has been refined to suit their needs.
Creating an original product that complements your target audiences’ specific behaviours and identity can be a daunting task. However, a curated relationship with clients and customers you get effective results.
It is possible to stimulate client and customer feedback by the following means:
Following these steps will ensure that you acquire feedback; whether negative or positive. This will help in rethinking or reevaluating your brand, product, or in some cases just the approach. As I have learned from experience, being oblivious to target audiences and failing to adapt to wants and needs will lead to failure.
Mariam Elsanousi is an Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me