Targeted Direct Marketing is King!

Everyone is familiar with the saying “location, location, location.” In marketing, the same level of importance is given to “target, target, target.” Who are you targeting? And how well are you able to assess your database in relationship to your target?

The start of a new year is a good time to get back to the basics, including an evaluation of your database based on your ability to quantify and qualify the information contained in your records.

Target or niche marketing involves breaking a market into segments, and then focusing your efforts on one or a few of those segments.  These segments can include:

Geographic: Where are your customers located? Whether your scope is national or regional, it’s likely that differences exist that are important for you to know and understand.

Demographic/Socio-Economic: If you’re a B2C (business-to-consumer) organization, understanding demographics is essential.  Information such as gender, age, income, occupation, education, household size is invaluable.

Psychographic:  At the same time you want to be careful not to get hung up on just the demographics.  Used alone, they can create stereotypes.   Psychographics include attitudes, values, and lifestyle; information that is equally important for you to be aware of.  Utilizing psychographics along with demographics is a good way to expand your targeting and transcend stereotypes.

Behavioral: Behavioral targeting has proven to be a very successful approach for many marketers. This method of targeting focuses on a type of buyer who is segmented by their knowledge of, and then their response to certain products.

If you’re interested in learning more about how to develop and use your database for your marketing efforts, please contact ZOOM Cross-Media today. We’re working with clients to eliminate waste, speak more personally to their target segments, and identify new areas of opportunity.

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Janet Osterdock is ZOOM Media’s President and CEO where she focuses on campaign development and implementation. Janet founded ZOOM Cross-Media in 2009 with a team of highly skilled industry specialists. She has a heart for service and works side-by-side with clients to deliver integrated high-impact campaigns. In Janet’s words “implementation is everything and it can make the difference between average performance and outstanding performance.” In her spare time, Janet volunteers in pet therapy at Shriner’s Hospital for Children.

Adam Osterdock is ZOOM Media’s Director of Business Development where he focuses on the integration of social, digital, and print media implementation in marketing campaigns. He rejoined Zoom directly after graduating from the Haas School of Business at UC Berkeley, where he earned the Cal Alumni Leadership Award and represented UC Berkeley at multiple international business competitions. In his spare time, he volunteers by teaching workshops at the local community college on small business development and business-case analysis.

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