As a business owner, you must conduct a significant amount of market research to understand the people you are trying to advertise to and reach online. Lead generation marketing is only successful when your promotional copy resonates with the ideal audience, and when your efforts speak to the inherent interests of your ideal customer. Without a clear plan of attack, you will waste time and resources on campaigns that often miss the mark.
For example, if your main target audience is women between the ages of 25 and 54 – an often-used approximation for the mom segment – you might benefit most by creating online promotional campaigns. According to comScore, upwards of 80 percent of household spending is controlled by mothers, which makes this segment of consumers an attractive audience to try and reach. But marketers must ask themselves, “How effective are my efforts in reaching this audience?”
Recently, comScore analyzed 984 campaigns targeting women 25 to 54 years of age, and the study found that online campaigns accurately reached this audience with 31 percent of their impressions. While this metric might seem rather low, it’s quite the opposite in the advertising industry. The source goes on to explain that when evaluating the campaign in the context of targeting efficiency, which is defined as the percent in-target impressions divided by the percent that the target represents relative to online population, online campaigns are leaving a significant impression on mothers. Since mothers represent 25 percent of the online audience, comScore explains, 31 percent of impressions being delivered on-target means that the campaigns are being delivered with greater accuracy than promotions without any targeting at all.
The study shows that women between the ages of 25 and 54 are receptive to online marketing campaigns and you can increase your lead conversion rates significantly by effectively targeting this audience.
Martin Jones is a Social Media Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution across each of the company’s social media platforms. Today, over 400k fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.