At the recent Gartner Marketing Symposium/Xpo research firm Gartner presented their findings about the growing challenge marketers face when it comes to targeting and even uncovering key audiences. They offered three important strategies to help marketers identify, segment, and engage the target audiences. Gartner stressed that “where”, “when”, and “how” are just as important as “who” in regards to reaching audiences.
The first strategy is to define a target audience with care, with Eric Schmitt, a senior director at Gartner, saying that marketers should use a top-down approach and aim for inclusiveness, since refining can always come later. Since the marketers hold ownership on their audience definition, they need to ensure target segments maintain integrity, have high privacy, and maintain consistent deployment, Schmitt continued.
Secondly, a diverse but coordinated media plan is paramount. Gartner says this is achievable with careful analysis and managing audience overlap across media, with special attention on places where consumer behavior changes fastest. Schmitt said, “The goal here is to coordinate — and someday, unify — budgeting, metrics, creative, scheduling and organization.”
The third and final strategy puts importance on cross-media reach and performance metrics. Gartner believes marketers need to tap ad tech and agency partners for new use cases while leveraging marketing mix modeling and attribution. Imperfect measurements and metrics are expected, Schmitt said, and marketers need to make the most of them.