Brand Optimization through Demographic Targeting: How to Make it Work

One of the advantages that online marketing has over other forms of advertising is the ability to deliver the right message to the right people at the right time. Facebook, Twitter and other social media platforms are vying for precious online real estate to reach the hearts and mind of customers and advertisers a like. Granted, each has its own set of targeting capabilities, but both follow similar basic tenets in order to maximize a demographic targeting effort’s brand optimization potential. If you plan to use targeting tools, here are some tips to help you in your plight.

Broaden your target market then narrow it down as you progress

Try catering to multiple demographics at the beginning of your campaign. This will allow you to gauge how different types of audience react to your advertising message. As you learn what works and what does not, tweak your message to refine your audience reach.

Use demographic data to achieve deep demographic targeting

Consumers may find it unsettling how social media sites mine personal data, but for marketers, it’s like finding the key to King Tut’s tomb. With tools such as Facebook’s Ad Creation and Twitter’s Tailored Audiences targeting, advertisers get to zero in on the qualities they’re looking for in an audience. Both tools let you target specific individuals based on specific criteria, such as whether they’re married, in a relationship, live in a specific area, and more.

Target specific audience behavior

Create content that will resonate with your chosen audience and send it when they are most attuned to receive your message. For instance, you can combine your message with a particular TV show that you know your audience loves. This is an effective way to put your brand smack in the middle of relevant conversations that occur in real time.

Keep fine tuning your targeting methods

Monitor the results of your targeting efforts and always pay attention as to how you can improve them. There are paid services that allow you to learn which targeting methods perform well and which don’t. With the information you can glean from these sources, you can choose which of your methods have the biggest potential to achieve the results you want not just for the short term, but for the long haul.


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