Sometimes, we have to go with our gut. Don’t stop there, though. You should use data to confirm (or deny) what you expect to be true. Also use what you’ve learned from past customers, prospects and partners to form a hypothesis about how to better meet their needs. Data will help prove your impact!
If you see that sales are down, it’s a good time to ask if you know your audience well enough, and whether you’re appealing to them with emotion or logic.
A marketer’s job is to turn our knacks and hunches into high-performing campaigns. If an audience isn’t responding, adjust how you’re defining them. If an ad isn’t performing, look to ones that are. Say your hypothesis is that people don’t understand your call-to-action. Try saying it a different way and measure the results.
Analyzing and interpreting data takes a keen eye and an open mind. You may find you have missing pieces. My best advice is to consult the experts, leverage third-party reports and use data like a scientist. Have a hypothesis, then observe. Most importantly, be open to surprises along the way.
Knowing your audience is a timeless trend that touches every area of integrated marketing. It’s not setting it and forgetting it. It’s about listening to what your audience cares about and being nimble to respond. If it sounds like a continuous cycle, it is.
This trend could easily make the list every year. But at the turn of this new decade, with audiences’ shortened attention spans down from 12 to just 8 seconds, you have to know them now more than ever. Want help crafting the right strategy to captivate your target audience?
Contact us about your goals for 2020 and let’s take aim!