Audiens

Content, whether in the form of a video, a newsletter, an ad, or anything else, needs to reach the target audience at the right time to make an impression. A good content distribution strategy, then, finds the best ways to provide content to audiences.

Content distribution involves using at least one of a number of distribution channels: paid, owned, or earned. Paid distribution channels include advertisements; owned channels include company newsletters or websites; earned channels include shares and reviews.

Influencer marketing is the practice of hiring influencers—prominent social media users with active engagement on their posts—to sell a product or service.

As opposed to customer segmentation which divides the market into groups based on demographics and purchase history, persona detection and segmentation creates more personal profiles in order to better understand potential customers using information about behavior, attitude and personal journeys.

Remarketing campaigns show ads to people who have visited a business’s website or downloaded one of its apps. Remarketing identifies people who have shown interest in a company in order to prompt them to recall the business, increasing the odds of them converting.

Targeted marketing is a marketing strategy which identifies an audience that is most likely to buy a product or service and subsequently creates a marketing campaign designed specifically to advertise said product or service to the target audience, using advertisements and promotional messages. This allows different companies to hone in on certain market segments, creating a “specialty” and possibly lowering competition with similar companies.

Nowadays, the abundance of data and the advances in Machine Learning and big data applications reduce the need for top-down segmentation of customers. Smart customer clustering based on many commonalities help companies better address customer needs to provide the right experience and divide resources efficiently.