San Diego, CA (May 1, 2019) \u2013 While marketers today are faced with ever-growing challenges when it comes to uncovering and targeting key audiences, Gartner, Inc. has identified three strategies for marketers to better identify and engage their target audiences.<\/p>\n
Experts at Gartner Marketing Symposium\/Xpo today discussed these growing challenges. They also shared how marketers can overcome them, and better segment and reach their target audiences.<\/p>\n
\u201cMarketers today are faced with the tough task of overcoming media fragmentation and changing consumer behaviors. At the same time, they are trying to work around the fact that consumers are more often buying out of ads, by subscribing to services such as Amazon Prime Video and Netflix,\u201d said Eric Schmitt, senior director at Gartner. \u201cThen layer in more competition for attention, higher media prices and often more clutter. Marketers are playing \u2018hide-and-seek\u2019 with their target audiences, and they are often coming up short.\u201d<\/p>\n
Marketers must remember that the \u201cwhere,\u201d \u201cwhen\u201d and \u201chow\u201d are often just as important as the \u201cwho\u201d when it comes to reaching target audiences. To that end, the three strategies for marketers to better identify and engage their target audience include:<\/p>\n
\u201cIn the era of big data, we sometimes lose sight of the big picture. Too often, we start in the weeds, tactically targeting and measuring,\u201d said Mr. Schmitt. \u201cInstead, marketers need to take a top-down approach to their target audience and err on the side of inclusiveness, as you can always refine later. In advertising, multiple audience segments and views are a fact of life.\u201d<\/p>\n
There are many ways to activate target audiences in ad campaigns. These include the use of first-party data, as well as third-party data from digital ad tech tools, media platforms, compiled files and media panel sources. These data and tool choices are closely linked to the media marketers\u2019 plan to activate \u2014 whether digital display, video, social or mass media such as TV and radio. Media activation entails considerations including cost, scale, precision, accuracy, persistency and portability \u2014 and, most importantly, privacy.<\/p>\n
\u201cMarketers have ownership of their audience definition. That means they must ensure target segments are concisely articulated, have quality and integrity, adhere to high privacy standards, and are deployed as consistently as possible across media,\u201d added Mr. Schmitt.<\/p>\n
\u201cWhen investing ad dollars to media, the three issues that marketers run into are reach, frequency and how much of both of those is actually wasted,\u201d noted Mr. Schmitt. \u201cTo best tackle these issues head on, marketers must focus on diversifying and coordinating their media plan.\u201d<\/p>\n
According to Gartner, one way to do this is to analyze and manage audience overlap across media, paying close attention to the biggest budget line items, and the places where consumer behavior is changing fastest.<\/p>\n
For example, different social media have substantial variance in audience base. Similarly, consumer TV viewing behaviors are rapidly changing \u2014 with over-the-top (OTT) quickly gaining traction. Gartner recommends taking an \u201cIntegrated Video Planning\u201d approach, where traditional TV and digital initiatives are completely aligned.<\/p>\n
\u201cThe goal here is to coordinate \u2014 and someday, unify \u2014 budgeting, metrics, creative, scheduling and organization,\u201d said Mr. Schmitt.<\/p>\n
Gartner research shows that by diversifying campaigns across media \u2014 integrating TV and digital campaigns \u2014 marketers are more likely to boost their audience reach than keeping campaigns siloed.<\/p>\n
To get the most out of a challenging measurement environment, Gartner recommends that marketers focus on cross-media reach and performance metrics, especially in high-spend and high-growth media. Marketers should tap agency and ad tech partners to craft new use cases, and leverage marketing mix modeling and attribution.<\/p>\n
\u201cMarketers have to expect a patchwork set of imperfect metrics and make the most of it \u2014 concentrate on the handful of indicators that matter most, like cost-per-incremental reach point,\u201d Mr. Schmitt said.<\/p>\n
Gartner for Marketers clients can access relevant research and insights in these reports:<\/p>\n
About the Gartner Marketing Symposium\/Xpo
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Gartner Marketing Symposium\/Xpo<\/a> provides marketing leaders actionable advice about the trends, tools and emerging technologies they need to deliver business results. Gartner for Marketers analysts address the biggest opportunities, challenges and priorities marketers face today, including data and analytics, customer experience, content marketing, customer insight, marketing technology (martech) and multichannel marketing.<\/p>\n About Gartner for Marketers Gartner for Marketers<\/a> provides the objective, expert advice and proven tools CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results.<\/p>\n About Gartner<\/b><\/p>\n Gartner, Inc. (NYSE: IT)<\/em>, is the world\u2019s leading research and advisory company and a member of the S&P 500. We equip business leaders with indispensable insights, advice and tools to achieve their mission-critical priorities today and build the successful organizations of tomorrow.<\/p>\n Our unmatched combination of expert-led, practitioner-sourced and data-driven research steers clients toward the right decisions on the issues that matter most. We are a trusted advisor and objective resource for more than 15,000 organizations in more than 100 countries \u2014 across all major functions, in every industry and enterprise size.<\/p>\n To learn more about how we help decision makers fuel the future of business, visit www.gartner.com<\/a>.<\/p>\n Source: Gartner<\/i><\/p>\n Tags: Gartner<\/a>, strategy<\/a> Read the original article at Insurance-Canada.ca <\/a><\/p>\n","protected":false},"excerpt":{"rendered":" San Diego, CA (May 1, 2019) \u2013 While marketers today are faced with ever-growing challenges when it comes to uncovering and targeting key audiences, Gartner, Inc. has identified three strategies for marketers to better...<\/p>\n","protected":false},"author":578,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[],"tags":[],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts\/14818"}],"collection":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/users\/578"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/comments?post=14818"}],"version-history":[{"count":0,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts\/14818\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/media?parent=14818"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/categories?post=14818"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/tags?post=14818"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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