Deep Targeting
Advertising is working, but sales are still not high enough?
There is reach, there are views and visits. The ad platform reports results. But sales are growing more slowly than expected, while new creatives quickly lose effectiveness?
Why this happens
People choose for different reasons. Advertising says the same thing to everyone.
Modern advertising platforms are quite good at finding an audience. But most of the time, different people still see the same message, the same creative and the same offer.
The algorithm decides who should see the ad, but it cannot determine on its own what each group needs to hear in order to move towards a choice. The brand buys attention, but does not always turn that attention into sales.
Deep Targeting
A different reason to choose the brand for each audience.
Deep Targeting does not begin in the ad platform. First, we determine why different groups of people might choose the brand, what matters to them, what barriers stand in the way of purchase, and in what context the need arises.
Then we create distinct messages, creatives, offers and communication journeys for each meaningful audience.
We change more than who sees the advertising. We change what each person sees and why they should respond.
How it works
Strategy leaves the presentation and starts influencing people's choices.
Find the different motives for choosing
Create distinct communication
Validate the result through sales
How global brands use it
Three fields. Three different segmentation logics.
OREO
FMCG. Different life situations and messages for students, young parents and other groups.
Qantas
Services and travel. Different destinations, offers and creatives for different types of customers.
Sunbelt Rentals
B2B and construction. Personalised communication for professional buyers based on behaviour, location and equipment availability.
What the business gains
Marketing stops ending with a presentation.
brand strategy turns into real advertising decisions
different audiences receive relevant reasons to choose
advertising is optimised not only for reactions, but for sales
campaign results shape the product, the offer and the next marketing decisions
Discuss your challenge
What challenge is your business and brand facing right now?
Tell us what is happening with your brand, advertising or marketing, and what result you need to achieve.
Talk to Ihor ↗