How to Build a Productive Digital Dialogue with Modern Moms, Part 1
In this two-part column, I'll offer insight on the new realities of building a digital relationship with modern moms. Part 1 dives into “the hunt,” a practical look at how brands can use analytics to find their best consumers. Part two, which will appear in the 4/29 editon of eM+C Weekly, will demonstrate how to best incentivize moms to stick with your brand and build lifetime value.
When on the hunt for your ideal customers, the power of analytical data is a marketer's weapon of choice. Will you simply wait and hunt, or will you jump in and proactively find your target?
Sure, reacting to existing consumer behavior or reported trends is one way to find new customers, but with superior analytics and a deep breadth of information, it's possible to proactively predict what consumers are going to do before they do it.
It's perfectly reasonable to place a travel ad on a travel site, for example, but only up to a point. With high competition for that space, you’ll spend more for a smaller return. But, behold the beauty of marketing online, which allows you to cast a wider net.
If you can be a step ahead of consumers, that puts you a step ahead of the competition. And, of course, the better your "map" is, the faster you’ll get there.
Be willing to abandon your intended target
One story from experience: When a classic toy brand wanted to grow its email list, it realized its assumption that the majority of toy buyers were moms was yielding fewer new customers over time. Once the brand began extensive creative testing — offering e-newsletters to consumers in exchange for information, such as the ages of the children they're purchasing toys for and their relationship to them — it realized that it was actually grandparents who purchased the most toys.