Utilizing the potential of existing customers
Posted: Sun Feb 02, 2025 4:01 am
Unfortunately, existing customers are often forgotten. Depending on the product, this can mean a lot of potential is lost. With existing customers, you no longer need to invest money in branding. They are all the more interesting for targeting. How often you address them depends primarily on the product. If someone has bought a car, for example, you do not need to address them for at least the next 1.5 years. This would lead to negative branding because the customer would be annoyed. After that, the leasing contract might expire and the customer would be receptive to your offer again. With everyday products such as clothing, things are a little different. Here, a customer will buy another T-shirt even if they bought two T-shirts three weeks ago.
Variety is the key
Everyone knows them, the ads that literally follow you. Usually it's the same content that you've seen 20 times and that haunts you for weeks. But you may have bought the product a long time ago. Campaigns ecuador phone number data should therefore be varied. If you've looked at a pair of pants once, you don't want to see them for the next three months. In this case, it makes more sense to display similar or matching products. In the best case, you've even registered a purchase, which makes ads for this and probably similar products obsolete.
Don’t set your targeting too narrowly and open it up again
Targeting should not be too narrow, especially at the beginning. Otherwise there is a risk that too many potential buyers will be missed and that hardly any measurable data will be generated.
Even if you have pretty good user data over time, it makes sense to open up the targeting a little now and then in order to reach a wider user base. Especially with regard to branding, targeting should not be seen as a funnel that is becoming increasingly narrower. In the worst case, this can lead to a weakening of the brand.
Conclusion
Targeting promises to address the right target group for your product and is seen as a solution to all problems. Of course, targeting is important, especially if your target group is well defined. But, as is often the case, it is not quite that simple. A realistic and practical solution comes more from the category of “it’s all about the mix”. Authentic branding is just as important as targeting that is as individual and varied as possible in order to strengthen your own brand, but also to reach your target group.
Variety is the key
Everyone knows them, the ads that literally follow you. Usually it's the same content that you've seen 20 times and that haunts you for weeks. But you may have bought the product a long time ago. Campaigns ecuador phone number data should therefore be varied. If you've looked at a pair of pants once, you don't want to see them for the next three months. In this case, it makes more sense to display similar or matching products. In the best case, you've even registered a purchase, which makes ads for this and probably similar products obsolete.
Don’t set your targeting too narrowly and open it up again
Targeting should not be too narrow, especially at the beginning. Otherwise there is a risk that too many potential buyers will be missed and that hardly any measurable data will be generated.
Even if you have pretty good user data over time, it makes sense to open up the targeting a little now and then in order to reach a wider user base. Especially with regard to branding, targeting should not be seen as a funnel that is becoming increasingly narrower. In the worst case, this can lead to a weakening of the brand.
Conclusion
Targeting promises to address the right target group for your product and is seen as a solution to all problems. Of course, targeting is important, especially if your target group is well defined. But, as is often the case, it is not quite that simple. A realistic and practical solution comes more from the category of “it’s all about the mix”. Authentic branding is just as important as targeting that is as individual and varied as possible in order to strengthen your own brand, but also to reach your target group.