Orchestrating Audio and Digital Ads to Reach Multiple Customer Groups
Utilizing a multifaceted marketing strategy helps you reach as large and diverse an audience as possible. One of the most effective ways of doing this is combining the benefits of audio and digital ads to leverage each platform’s key strengths.
Developing different kinds of ads is effective for reaching diverse audiences. Some customers may prefer to read, while others will pay more attention while listening to someone speak. Strategically combining these ads can help you reach a varied audience and provide personalized experiences across your demographic trends.
In this post, we’ll discuss the benefits of combining audio and digital ads while offering advice to create a highly effective ad strategy.
The Advantages of Audio and Digital Ads
Audio or digital ads have unique benefits and will reach different customers at different times or the same customers with different mindsets. Audio’s distinct advantages are that customers can listen while driving, exercising, or doing other tasks that don’t require visual focus.
Be sure to provide personalized experiences with your audio ads, such as by tailoring ads to specific platforms or websites so they alter slightly based on each group’s likely pain points, which you can determine by segmenting audience groups. For instance, sponsoring a podcast that likely shares an audience with your customers helps you reach them where they’re engaged while letting the host cater messaging to resonate with them.
Digital ads have a crucial role in reaching customers when they’re engaged online, whether they’re casually scrolling the news or a favorite social media app or searching for something to buy. Ideally, you should aim to create a multichannel marketing strategy that integrates different types of ads. For example, a well-placed display ad further builds brand awareness. But a visual ad can also link to your other content, including audio ads and other audio content.
The key is to maintain brand consistency across all your content. Matching tone, phrases, and taglines help your customers quickly recognize your brand, even if the platform’s presentation highly varies.
Segment Your Target Audiences
Segmenting your audiences helps you create the most appropriate messaging and content for every channel and platform by helping you keep track of critical traits. Customer segmentation involves separating your customers into groups based on shared qualities such as location, buying history, interests, age, and other demographics.
With those traits in mind, you can fully understand your audience and how you can best capture their attention with your ad messaging.
Here are some tips for segmenting and getting to know your audience.
Conduct Customer Research
Effectively segmenting your audiences requires understanding your customers. You can do customer research in several ways.
• Polls – Conduct polls via email, your website, or social media pages. These can gather data, such as what products people prefer, how and where they shop, and how they spend their time. Keep polls brief and create multiple polls for more information
• Demographic research – You can find data on demographics from many free and paid sources through census data or trusted entities like Pew Research. Companies can also conduct their own research by conducting analyses on lead generation
• Trend tracking and social listening – Paying attention to current buying habits and popular products helps you understand buyers’ current moods and interests to determine ongoing trends
Determine Common Themes and Goals
List the qualities and characteristics of your audience and identify key traits that you can incorporate into your audio and digital marketing campaigns. Remember that your ads must also remain consistent with your branding and company culture, which goes beyond visual elements such as colors, fonts, and graphics. All your marketing content should convey the fundamental voice of your brand and stay true to your values so that they can communicate to the customers who share those values.
Use this information to create a base ad that will likely resonate with your broad audience. From that basis, it’s easier to develop differentiated ads that can reach multiple audience groups.
Include Separate Examples in Each Ad
From the above list of common traits, create relevant examples for each group, whether an activity, product, service, or anything relevant to your business. Changing these for a few segments can create subtly different ads targeted to each group. It’s a more efficient way of providing personalized ads to each audience while remaining true to your branding.
HubSpot gives some good examples of companies that have mastered customer segmentation. Their list includes Coca-Cola, which marketed different soft drink flavors based on regional preferences. The beauty brand L’Oreal illustrates how segmentation by age can work. They created ads featuring young people listening to music to target younger customers.
Creating Ads for Every Facet of Your Audience
After developing base models for your ads, your lists of examples help you customize them for all the different groups within your audience.
Some of the different tactics you can use to do this include:
• Putting Different Faces to Your Ad – Choose models and spokespeople who will most likely resonate with your specific customer group by creating ads that feature people of different ages or genders accordingly
• Change the Image on Display Ads – Use images that show different settings based on demographic preferences, such as an office, college campus, nature, or city street
• Alter background sounds or type of music in audio ads – Sounds can be altered to match the environments or moods of each target group, whether you want to emulate a bustling city or a calming, coastal villa
• Adjust wording in your copy – For example, for a tech product or anything more specialized, you might have some ads that include more jargon to stand out for professionals, whereas you could use more basic language when targeting beginners or a general audience
Make Dedicated Landing Pages
Making a landing page for each segment allows you to further personalize to each group by presenting web pages that match their needs or interests, whether they are responding to an ad, social media post, or other content. You can achieve this by following the same process of differentiating your ads by building a base site and then including different examples that will be relevant to your specific audiences. Different landing pages might display images featuring different people, products, or settings based on the demographic segment you want to target.
Dedicated landing pages will also help you determine your effectiveness in reaching each group, as it will tell you who your ads resonate with best. If one page has a high clickthrough rate, you can tell your ads encourage that group to interact with your brand. Whereas a different group may encourage fewer people to click into the site, but if they spend a significant amount of time browsing or making purchases, you’re likely still successfully resonating with them.
Work With a Media Partner for Continued Success
A media partner has the experience and expertise to help you implement an effective marketing strategy and get the most out of your digital and audio ads. They know the necessities of brand building can help you find your audience and its various segments while keeping you on track with digital and audio ads to ensure your campaigns align with your brand’s values.
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