What's The Best Way To Target Your Audience?

The media industry is increasingly challenged trying to reach its audience

. Media choices are fragmented, and the proliferation of new devices makes reaching purchasing audiences difficult. How do you best reach your target audience in this environment?

Notes from a conversation with Peter Koeppel, President, Koeppel Direct

Historically placement of advertising and pricing of media ad buys were driven by calculations of audience impressions - how many eyeballs a particular ad would reach. With the media market now highly fragmented and audiences harder to reach this measure is no longer as effective. Sophisticated marketers are now looking for ROI driven media buy models to justify their advertising purchases.

Lead generation campaigns are frequently utilized for higher price point products and services where the product can't be sold directly to the consumer through an 800 number or online.

Two companies, Facebook and TiVo, are in the lead in terms of potential to assist marketers in targeting distinct audiences, because they collect rich data on individual consumers. This provides a treasure trove of information for marketers, but this information must be balanced with privacy concerns.

Non-conventional channels like TiVo or Google TV and other research services can selectively present marketing messages to specific customer demographics. The mobile search market represented approximately $2 billion in revenue in 2010. As more people consume media through mobile devices, this market will grow. The leader in this market is Google.

A growing format is longer format spots. Short-form infomercials are 1-2 minute spots that have attracted the attention of brand managers who use them for lead generation. Typical spots include insurance, legal services, and products or services that drive interested consumers to web sites or an 800 number. Long-form infomercials are typically 30 minutes in length, composed of three to four 7 or 8 minute segments separated by commercials which serve as calls to action. Formats are problem - solution and work well for products that are easily demonstrable.

Infomercial marketing is not for every product but is most applicable to higher priced products where specific demographic information is worth the investment and where the consumer needs more education about the product in order to make a purchase decision. Little Giant Ladder went from close to bankruptcy to the number one ladder in sales through infomercials. Other companies that have used the short and long form format include Microsoft, KitchenAid, P&G and Oxy-Clean (Orange Glo), which was acquired by Church & White for $325 million after Billy Mays made the product famous.

Cable TV, print and radio, are an effective way to target niche audiences. Newspapers now reach primarily older audiences. Radio has been surprisingly effective in driving listeners to web purchases. Television, among the traditional media, still drives the largest number of purchasers to online purchases.

For the future, we predict a convergence between TV and online marketing and purchases. Many HDMI TVs and current Blu-Ray sets are already configured for both cable and either WiFi or Ethernet connections so that they can be used to access TV, the Internet or online games in one unit. Google and Apple sell devices that combine TV and online access. Netflix and Hulu serve content through either TV or online devices. We see the future of TV as a device which will consume all media. As access to rich databases of consumer preferences and purchasing proliferates we see growth in content which will be increasingly tailored to personal preferences and desires of highly fragmented consumer demographics.

by: Sandy McMahon

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