Audience Avatar – Know Your Customers

Video Transcript: Audience Avatar – Know Your Customers

You must know the details of your audience before you launch a paid media campaign. If you're a business owner or a marketing agency working with a white label media buying partner and you're about to launch a campaign, there are nine immutable data points that you must understand before you launch. Number four is your audience data.

Your paid media team's goal is to go into the marketplace, deliver the right message to the right people at the right time. In this equation, targeting the right people is critical because without this knowledge, you're just serving messages into the wild, hoping each time that the next message finds the right place. Hey, you want to get on the train here or you want to ruin another take?

And you don't need hope, you need expertise. If you think back to the time when television dominated media from the 1950s to the early 2000s, marketers would make one message, you'd make it as broad as possible and go into the wild and broadcast. Now you do the opposite.

You make many messages, possibly thousands of messages, you go as narrow as possible with your messages so they appeal to the right person in a variety of different contexts. So when we talk about audience data, there are four key concepts. Demographics, interests, motivations, and media consumption.

Demographics are straightforward. Age, gender, location. We're all familiar with that.

Interests. We're talking about hobbies, lifestyle choices, and how people spend their money. How people spend their money says a lot about what they value.

Their lifestyle choices also say a lot about what they value. So you can tell a lot about a person by their interests. Motivations.

Why do people need your product or service? What emotional or financial or entertainment need doesn't need? This is a key piece of insight that takes time and research to really understand.

Media consumption. Where does your audience spend their time and what are they consuming? Are they consuming cat videos and astrology charts?

Or are they consuming tech news, venture beat and technology Twitter? In the next video, we'll tackle the concept of historical context, past marketing efforts to inform future marketing efforts. My name is Robert.

I'm the CEO of Brill Media. We're a white label media buying partner for marketing and creative firms. We help businesses grow to drive more leads and more sales.

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