How to Reach Target Markets with Marketing Strategies

relevantadvertising

To reach target markets with marketing strategies, your clients need to cut through a lot of clutter. Consumers see plenty of advertising, most may say too much, on a daily basis. About half, 54%, say the messaging they see is relevant advertising. Are your clients missing an opportunity to get the right ads in front of the right consumers?

Relevance by Age Group

Younger consumers, ages 18 to 24, give the highest rating when asked if they see relevant ads: 60%. In addition, about 87% of this group also indicates that they are interested in seeing this kind of messaging. Older consumers, ages 65 to 74, are less interested in relevant advertising (72%) and only 41% of survey folks in this age group believe they see relevant messages.

Reach Target Marketing with Marketing Strategies Highlighting Relevance

The relevancy of a marketer’s message can mean different things to different people. DISQO researchers found that 42% of consumers give ads a thumbs-​up when the product or service is of interest to them. The next most important element is that the ad ‘satisfies a need.’ About 25% of consumers like ads that promote a product or service they need. Ads can also score a relevance ranking from 14% of consumers when they are relatable. That's part of why its easiest to reach target marketing with marketing strategies promoting relevance. For example, an ad that promotes an easy-​to-​use cleaning product and features kids making a mess in a house will appeal to busy parents who want to make their lives a little easier. 

Remind your clients that consumers don’t always buy because they need something. An emotional appeal to a want, such as a desire to want to look younger or skinnier, works, too. At least 12% of consumers will buy products that satisfy a want.

Reaching Target Audiences with Relevant Advertising

Consumers can be unforgiving when a marketer crosses the line with messaging. Researchers report that “uninteresting, unnecessary, and unrelatable ads are perceived as irrelevant.” When consumers are bombarded with messaging about a product that’s not appropriate for their demographic group, they get frustrated and annoyed. They might even avoid the brand when they're shopping.

That’s the last position your clients want to be in. Help them target their messaging to the right audience by reviewing the AudienceSCAN profiles available on AdMall by SalesFuel. Only then can they reach their target markets using marketing strategies that are actually effective.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.