Planning your Digital Strategy through Targeting

Planning your digital strategy is very much about your targets. We are over-hearing the phase Content is King but what use is the content if it is not for the right audience?

To develop a proper digital strategy, it is vital to have a thorough understanding of your customers. Get your hands on any available research - online, research houses, and even use surveys to find out everything possible about your customers: what are their daily habits, their goals, concerns and sometimes we'll go as far as what they do with their family and friends. These information is not only crucial in setting out a persona, or personas for the customers, but it is also important for planning both customer and user journeys for your web strategy. Having a thorough understanding of your customers will also help set your channel strategy and targeted media so you're not wasting your money on media that isn't for the right target audience.

Throughout the target setting process, you'll be amazed with what you can find about your audience. Their insights may well give you the next best marketing campaign. Having basic demographic profiles of your customers isn't enough. In today's web marketing world the more you have about your customers the more you will benefit and be able to grow your business.

Think about it, digital marketing is all about data these days - website data, media data, advertising data... The more you have on your customers, the more you can use and match them against other data - effectively and efficiently and turn your marketing dollars into profit.

So what are your thoughts on targeted marketing? I will be interested to know!