What makes an audience superior to another, anyway? When it comes to advertising, as long as you’re getting your message out and in front of consumers, that’s all that counts, right? Wrong!
In a world with a 24hr news cycle and an infinite amount of content, cutting through the clutter and connecting with an audience is growing increasingly more difficult. In addition to a saturated marketplace and enhanced competition, marketers are also trying to solve for the ever-fluctuating changes in consumer preferences and behaviors. As such, audience development is crucial for marketers to grow their brand, build meaningful and lasting customer relationships, and maximize the value of their advertising dollars.
Defining Audience Development
Audience development consists of a number of activities that help marketers identify and correlate aspects from a larger audience to refine personalization for the purposes of enriching consumer connection, enhancing new customer acquisition, and increasing long term customer value. When done properly marketers can leverage their findings to inform marketing strategy and optimize campaign messaging to increase the effectiveness of their marketing objectives.
The 4 C’s of Audience Development
Regardless of the type of business or audience being developed, the 4 C’s of audience development has been a proven blueprint in assisting marketers achieve their audience development goals. The 4 C’s consist of Connection, Collaboration, Community and Caring. These can be approached in a multitude of different ways but the idea behind them sets the foundation to building a better audience.
- Connections – Building and uniting contacts is a great start to developing an audience. This can range from in-person networking events to engaging with both business and personal connections through social media channels such as LinkedIn and Twitter.
- Collaboration – Orchestrating partnerships and teaming up with others creates an opportunity to share and amplify your audience. This can be achieved by collaborating with other businesses or services that complement or offer added benefits to your audience and can even expose you to new markets.
- Community – Forging relationships with other businesses that share specific characteristics such as a geographic location or particular interests can unlock new opportunities to further audience development. This is extremely important for small and medium size businesses but has proved beneficial for larger organizations as well.
- Caring – Being empathetic and exhibiting understanding about the wants and needs of your target audience strengthens trust and extends relationships.
Following through on the 4 C’s of audience development requires leveraging different kinds of data. Analyzing data from various sources provides marketers with a more holistic view of their audience. It can also make it easier to identify key insights and trends on how, when, and why audiences are consuming content. Among the myriad of different types of data, some of the most beneficial data sources include online, TV, and a brand’s own first-party data, to name a few.
Implement Technology to Verify
While accessing diverse data sources is advantageous, it is imperative that whatever data is being used is of the highest quality and compliant with current data regulations. While most marketers assume their data providers align with the most updated regulations, the reality is the pace of change is rapid and frequent. In today’s privacy-centric ecosystem, understanding the data being used and having a level of transparency into where and how it is obtained is imperative. Talking to partners and verifying moral data practices has become a must. Failure to do so can be detrimental to audience development and will have a negative impact on your business overall.
Activate, Assess & Optimize.
Developing a better audience is not a one-time deal. People change. Circumstances change. Audiences evolve. Marketers that can understand the changes affecting their audience will be able to grow, refine, and better engage with their targets. While this can certainly seem like a full-time job, and in some cases it is, it doesn’t have to be. Depending on the business or service, most small and medium size businesses can benefit from devoting an hour or two a week to assessing and optimizing their audience. Identifying changes, patterns, trends, etc., helps marketers better understand their audience and where they are in their journey. This provides marketers a better opportunity to activate personalized advertising that speaks directly to a specific audience. These simple activities can make a world of difference not only to your business goals but to your audience as well.
Audience development is crucial for any business and a well-developed audience will not only enable the success of your current business goals but can also help inform strategy and growth for the future.
Can Amobee Help with Audience Development?
Leveraging its proprietary insights and research platform, Brand Intelligence, Amobee has been helping marketers develop audiences for 5+ years. With a unique market position, Amobee Brand Intelligence unifies data from disparate sources that include TV programmatic and social environments, enabling marketers to gain valuable insights into not only the content their audience is consuming but also their preferred channels and times in which to reach consumers. Marketers can easily activate their learnings into powerful targeting tactics to drive performance across multiple marketing objectives. In addition to unparalleled audience intelligence, marketers can also leverage Brand Intelligence to better understand the competition to inform conquesting strategies and convert the competition’s customers into their own.
Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world.
If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.
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