Page 10 - AeM_June_2022

BEST PRACTICES & STRATEGIES

High time for new approaches to target

group and campaign measurement

Facebook, Twitter, LinkedIn, Instagram, TikTok neously. But that's easier said than done, as to-
and its like are used by almost everyone and are day's users have a multitude of digital touchpoints:
therefore a perfect environment for businesses they google, send emails, exchange WhatsApps,
to reach their target audience. Advertisers agree scroll through Facebook feeds, connections to pro-
that nothing works in online marketing anymore fessional networks and much more. And all these
without social media, even though the strategic touchpoints are possible and desired meeting
integration and measurement of paid social points for advertising contacts and part of the cus-
measures is challenging, besides data protection tomer journey. Two things should be emphasized
requirements in connection with the iOS14 when it comes to customer centricity: First, you
update or the very different media use by should know the target group and their social me-
dia habits and preferences so that the channels, ad
"Generation Z".
formats, messages, etc. are optimally suited to the
But with less and less data available for audience tar- potential customer group. For example, young
geting or measuring campaign results, it is high time for adults use Instagram more or prefer story formats
companies to develop new strategic approaches and than older user groups, and men use Twitter more
the following points can provide some assistance: than women. Second, the brand experiences and
interaction options must be consistent across all
• The buzzword customer centricity has been touchpoints: the messages, the imagery, the calls
haunting the marketing world for a long time, which for action should be homogeneous and coherent.
sees the focus on the user as the central element
that social media activities should serve. In fact, • Trust is always an asset, especially in the online
the old saying “the customer is king” is far from sector, since the virtual world opens up scope for
outdated. Users should feel equally picked up, in- forgeries, lies, abuse and false promises. The
formed, and entertained at all contact points they trusting handling of personal user data and the pro-
have with a company – seamlessly and homoge- tection of data should therefore have a high priority

10 June 2022: Performance Marketing