What is Micro Targeting and Why Does it Matter with Intent Data?

Understanding terms like micro-targeting is essential for your company to develop with the marketing opportunities presented today.

Micro targeting takes traditional marketing efforts to the next level, through the use of digital data to target highly specific audiences (Jim Newcomb). This advanced tool can help B2B marketers to target a precise audience ethically, tapping into a new line of sales potential. This form of online targeted advertising can identify the interests of a specific audience, proceeding to influence their next actions (ICO). Social media is a popular online service for micro targeting, providing personalised messages to an individual or audience. The adverts displayed will be relevant and specific to the individual’s interests, therefore beneficial to both the advertising company and audience (ICO). There is no longer the need to test different messages across different audiences, saving a significant amount of time and money (CW).

Targeted advertising has been around for years but has excelled in more recent years since the explosion of the digital world. The growth of Ad Networks, Facebook, Google, and Amazon has provided marketers with the customer data they need to determine their purchase intent (Jim Newcomb). However, although micro-targeting has made it easy to target your demographic precisely, there’s still room for error. You need to consider how you go about targeting your audience. Marketing high-quality content is essential–targeting consumers who are supporters of your products or services with poor content and visuals will damage your brand and lose consumer trust (CW). You need to provide your audience with engaging, emotive content rather than making them feel like they’re being sold to–because no one likes that (CW).

How Does Micro Targeting Work?

You’re probably familiar with the word cookies for browsing on the web. Well these cookies, along with Social Plugins and Tracking Pixels, are the electronic tools used to track your browsing habits, social interactions and likes (ICO). The data collected builds a profile on the individual and is used to tailor adverts to target their personal interests (ICO). Social media is a prime example of where you will see these specific advertisements, either by the social media providers or third-party operators.

How to Use Micro Targeting with Intent Data

Using intent data is important to generate the best results for your marketing campaigns–helping you target the right people at the right buying phase to engage with your content (Ariana Shannon). With ABM intent data, you can use micro-targeting to provide your leads with the best experience all whilst following the GDPR regulations (James Kessinger). Personalising touchpoints along the buyer journey is incredibly beneficial to ensure not to lose your audience’s attention. Your buyers tend to spend around 17% of their journey reaching out to yours and other potential vendors’ sales teams–meaning you only receive around 2-5% of their attention (James Kessinger). That’s where intent data with micro-targeting comes in – providing your leads with personalised content wherever they are in the sales journey (James Kessinger). This personalised content is what (hopefully) engages your audience and encourages them to buy into your brand.

When we first think of micro-targeting, negative associations may come to mind because of the Cambridge Analytica scandal, however, it shouldn’t be completely disregarded, it can accomplish some incredible things (James Kessinger). As long as your intentions are good, you can use micro targeting to your advantage and take your marketing campaigns to the next level.

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Joe Allen

Joe has vast experience and knowledge accumulated and honed as a New Business Development Manager and Relationship Manager. Presently the Director at Belu Media.

Responsible for generating new business clients, looking after existing clients, sourcing new ventures and managing the company.

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