Marketing strategies are not just about crafting the right message for the right audience. It is also about reaching out to the right audience and getting them to actually listen to it. The final part about getting them to listen to your message has always been a battle that marketers have been fighting.
With an increasing clutter of marketing messages; be it on TV, the internet or elsewhere, the chance for your target audience to get distracted and miss your communication is rather alarmingly high. As a matter of fact, a study by Adblock Plus has found that audiences spend 30% more time looking at ads and have higher ad recall when it was viewed on an uncluttered website. But with falling ad rates and increased competition, it is going to be long before publishers decide to declutter their websites.
Fortunately, this increasing clutter has a positive fallout – the hundreds and thousands of data points collected through these multiple marketing platforms and channels have given us a chance to analyze what works and what does not with the help of big data. In the cable TV industry, one of the biggest challenges right now is the personalization of advertising messages according to the end-viewer. Time Warner, for instance, launched a project that enabled their clients to target customers simultaneously over multiple platforms like cable TV, mobile devices, social media, web and email. What enabled the success of this campaign was the use of big data to create microsegments of audiences based on geographic and demographic parameters and targeting them with campaigns that will appeal to them.
