Six things you need to know to get more bang for your digital targeting buck

Digital campaigns can be much more effective if you know something about the off-line lives of your targets says Chris Smith, in a piece that first appeared in Encore.

Marketers are always looking to get more bang for our marketing buck yet when it comes to digital campaigning, targeting focuses primarily on the shallow information pool of online search habits and content consumption. Often we forget about the most important aspect – the person behind the mouse.

To turbocharge online engagement, it’s important to delve into the offline world to understand the online visitor. While it’s easy to apply a blanket rule and say that all information matters, some traits, behaviours and attitudes deliver more value from a targeting point of view. The following six insights highlight key pieces of offline information and the value they can deliver for digital campaign efficacy.

1. Speak the ‘native’ language