Tune In To Turned On Attitude!
Targeted online marketing tends to actually rely on traditional consumer demographics and known behaviours based on past research results, rather than attempting to precisely identify and reach audiences by tuning into their attitudes, values and beliefs.
Often many companies will activate their held database information, or bought-in listings, as a basis for planning marketing strategies to drive their advertising or email marketing campaigns. The problem is that, by and large, these so-called targeted leads reflect little more than a momentary interest or search behaviour, no longer current or relevant.
It’s a problem that affects many businesses trying to connect with their market niche without really understanding what they need to do to tune in to prospective customer needs. It should be based less on visitor’s fleeting behaviours but more on underlying attitude informing long term search values.
Search behaviours often change over time, whereas attitudes remain relatively consistent. Traditional targeting methods no longer connect companies and perceived brand identity with their intended audience looking for products or services that reflect core convictions and feelings.
Underlying attitudes and values, which drive brand loyalty and purchase behaviour, are all too often ignored, simply because it may take too much time or viewed as unnecessarily complex, even though companies may possess the insightful data that would allow the approach to be developed.
Attitudinal targeting combines survey research with behavioural information and conventional targeting characteristics. Online businesses and eCommerce can fine-tune their messages and engage potential customer interest in a strong, long-term relationship based on consumer attitudes and values instead of only relying on past demographics and behaviours.
Speaking to the heart of a potential consumer audience is the real motivation of social media engagement in the context of web 2.0 domination of relationship link building and should be the starting point for meaningful b2c engagement.