Menu
Targeted Digital Campaigns
Targeted digital campaigns enable sellers to reach their intended personas with highly integrated messages through a variety of media that these personas use, significantly increasing buyer readiness.
What is a Targeted Digital Campaign
Targeted digital campaigns are: Persona-specific. Messages are specific to what the recipient does at his or her company. Medium-specific. Messages are optimized by media—email, social media, advertising, etc. Have an integrated underlying theme. Regardless of the persona or the medium of delivery, the underlying theme is the same while the message is optimized for the persona and the medium used. This supports today’s decision making process which includes anywhere from 7 to 13 different personas within an account.
Why is a Targeted Digital Campaign Critical
In an information-saturated, highly competitive market place, it is getting harder to reach intended audiences. Multiple attempts and multiple delivery means are required to get the message across.
At the same time, the decision-making process in even small to mid-sized companies is becoming increasingly decentralized, with a dozen or more people required to informally sign-off before the formal decision maker makes a buying decision.
This requires a carefully integrated messaging across the various personas that must be included in the marketing messaging—the manager of the operation most impacted who needs the solution, the final economic decision maker who must approve the purchase, the various influencers in technology and compliance, and the Purchasing department.
Highly targeted digital content is essential to provide each of these stakeholders the answer she needs to sign off, thereby reducing the sales cycle and increasing the sales wins.
Why SOMAmetrics?
Over the past ten years, SOMAmetrics has built its digital campaign skills across a variety of media including email, digital ads, and social media. Our success lies in our methodical approach of identifying the key personas, developing the value proposition, providing high value digital assets, and coordinating messaging across personas and media using our integrated campaign calendar.
Case Studies
TARGETED MARKETING: 792% ROI IN 120 DAYS
The dramatic impact of a 4-month targeted campaign on new customer acquisition.
FROM STARTUP TO 4 DEMOS A WEEK IN 6 MONTHS
How targeted email and phone campaigns enabled this startup to begin booking 12-15 demos per month within six months and build over $647K in sales pipeline.
Related Articles
Marketers Underuse Ad Experiments. That’s a Big Mistake.
Recently, I gave a talk to 30 senior digital growth managers on how to use business experimentation effectively. I started the session with a brief survey: Who had run experiments with their website and app — for example, testing different layouts, colors, designs, or onboarding experiences?
Audience targeting
Optimize 360 allows you to target experiments at Google Analytics Audiences. This allows you to focus your experiment on a group of users who have exhibited specific behaviors on your site.
Targeted online marketing programs boost customer conversion rates
Cross-selling and category-penetration techniques increase sales by 20 percent and profits by 30 percent.
4 Data-Driven Ways to Create More Targeted Ad Campaigns
Digital marketing is undergoing a revolution.Agencies have more granular insight than ever before into how their campaigns are performing. The days of selecting media channels based on broad demographic data and relying on generalized ad impression numbers are over.