Relevant Interruptions

Unfortunately, this question rarely comes up from a traditional advertising agency. That's why I started Ontarget and made sure that our classification is a marketing agency. This question is very important and should be asked. Without this understanding you don't know where you should spend your marketing dollars.

If you look at all of your customer transactions you'll have those that range from customers that only purchase when you give them a coupon, those that purchase infrequently, those that purchase often and those that are loyal to your brand. The offer strategy is different for each one of these general customer segments.

The same holds true for the message you present. The goal is to make your product and/or service relevant to the customer receiving the marketing message. This requires a cross segmentation of your customer data by lifestyle/interest. This isn't difficult to do but you have to have the tools to act on the data otherwise it's a waste of time and money.

The reason you don't hear that from a typical advertising agency is that they don't have the targeted initiatives to provide a separate offer and message to various customer segments. The advertising world just gets more and more cluttered every day. I'm not saying that general awareness advertising on traditional media vehicles is not important. We evaluate our client's position in the marketplace and determine what part of the marketing budget should be spent on awareness based initiatives and how much should be spent on retaining our current customers.

If you know who your target customers are you will market to them differently than the customers that only buy your product and/or service on a deal. There's an old advertising saying "50% of my advertising is working, I just don't know which 50%." We utilize customer data in our metrics to determine what we market to whom and what's actually working.

There's a smarter way of spending your marketing dollars. If you have questions please feel free to contact us at info@ontargetinteractive.com.