Once, there was the vast digital ocean. Marketers set out, with giant nets, casting them wide in the hope of catching something… anything. Those were simpler times. Today’s marketing transcends mere fishing. It delves deep into understanding the habits of the fish, leveraging data to predict where and when they’ll be. Blindly casting marketing messages into the digital depths and hoping for a bite is a relic of the past. Those clinging to antiquated methods might just end up casting into an empty void.
Audience: The World of Broad vs. The Magic of Specificity
Old way: A massive net. A hope. A prayer. The more the merrier.
Advertising skateboards to a demographic ranging from toddlers to the 50 year olds
New Way: Precision targeting.
Zeroing in on urban eco-conscious millennials seeking alternative modes of transport creates deeper and more genuine connections. It’s not about reaching everyone, but the right ones.
Messaging: From Products to Problem-Solving
Old Way: A show-and-tell of offerings in a generic showcase.
“Check out our latest skateboards! See this? It’s new and shiny!””
New Way: Addressing real needs and desires, addressing the actual itch.
“Fed up with the endless traffic? Our skateboard is your ticket to freedom.”
“Escape the urban gridlock with our skateboards” taps into genuine pain points.
Channel: From Single Lane to Multi-lane Highway
Old Way: All eggs. One basket. Stick to what we know.
Facebook. Just Facebook for promotions. All day, every day.
New Way: Diverse approaches for diverse audiences.
Spreading resources across platforms like Instagram, TikTok, and Google Ads tapping into varied audience segments.
Creative: From One-Size-Fits-All vs. The Perfect Fit
Old Way: One creative and one message for all audiences across all platforms. A good message works everywhere right?.
“The Freedom Skateboard” and a single horizontal image design across all platforms, regardless of format nuances.
New Way: Tailoring content to platform and audience specifics.
Custom tailored headlines, images, CTAs, pricing and social proof for every audience and individual on every platform. How can you do it? Check out Movable Ink.
Decisions: Gut Feelings vs. Data Insights
Old Way: “I have a hunch.” or “I feel they’d like this.”
Assuming neon skateboards will be a hit because they’re ‘flashy’ and ‘in trend’ with the Barbie movie release.
New Way: Making decisions rooted in robust data.
Market analysis indicates that minimalist, sustainable designs with added features like storage or phone holders are growing in demand among college students.
The moral of the story? 📈 Data > Intuition
Remember the age-old adage about teaching a man to fish? In the world of marketing, the game has evolved. It’s no longer about casting wide nets and hoping for the best. Today, success lies in precision, understanding, and most crucially, leveraging data for insightful action. Marketing isn’t just an art—it’s a sophisticated dance of aesthetics and analytics.
From understanding the nuanced desires of specific audiences to tailoring messages that resonate with genuine needs, it’s about precision and personalization. And let’s not forget about the platforms! Gone are the days when one platform fits all. Instincts have their charm, but data is the North Star.
If you need to power your campaigns with deterministic data audiences, we can help. 🛹 Contact Us