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Matching in Advertising: Finding True Love Beyond Targeting
Marketing's influence on romance has been profound, from memorable jingles that resonate in our minds to greeting card brands evolving into Hollywood romantic comedies. However, little discussed is how advertising could learn a thing or two from the art of love - particularly the idea of making connections.
Instead of Just Targeting: Matching Your Audience
While dating applications have transformed the landscape of modern romance by introducing targeted matches based on preferences and criteria, marketing often forgets to apply this same principle. Think about meeting someone special through mutual values and shared interests as more than just a metaphor; it's actually crucial insight from love that can revolutionize how marketers approach their audience.
In the digital age, where everyone is targeting potential customers, building genuine connections is key to fostering meaningful relationships with your consumers - both online and offline. This doesn't mean targeting anymore; instead, think about matching audiences based on shared values and interests, akin to finding someone who understands you as deeply as a perfect partner would.
The Art of Matching in Marketing
Just like not swiping right mindlessly across all dating apps expecting miracles unless you're a digital marketer, that is!, the same concept applies here. To make marketing truly effective beyond targeting, it's vital to:
Build a Robust Data-Driven Feedback Loop: This is your compass for understanding what your audience, whether on search engines, social media platforms or connected TV networks. Knowing exactly what brings users to your platform or storefronts can pave the way for better strategies.
Implement Strong AB Testing Capabilities: Like a scientist testing hypotheses in a lab, marketers should rigorously test different elements of their campgns creative content, messaging, timing etc. to see which ones match with their audience's preferences best. It's like fine-tuning your dating profiles and photos based on what attracts more interest.
Expanding Your Circle: Just as dating advice suggests broadening your horizons beyond usual types, marketers should consider new audiences that might share common interests or values but have different ways of expressing them. By tweaking campgns to fit these groups better, you can unlock hidden gems of potential customers.
Let's take Honda for instance; they've created a reverse poem about flure that pays homage to legary Formula 1 drivers, bridging the gap between automotive passion and emotional storytelling. Or consider Kellyanne Conway and Claudia Conway’s mother-daughter dynamic - it shows how authentic moments transc traditional marketing strategies.
The Case of Rumpl: A Match Made in Marketing
Rumpl, a company that produces outdoor blankets, discovered its magic by recognizing there are people who aspire to lead an outdoorsy lifestyle but need the comfort of being snug indoors. By adjusting their campgn’s tone and messaging to align with this new audience's aspirational spirit, they achieved remarkable results.
Like real-life romances, digital marketing requires patience, perseverance, and a deep understanding of what your audience truly values and desires. This can lead to customers who not only purchase but also become lifelong brand advocates - just as true love blossoms from mutual respect and shared experiences.
Final Thoughts: The Power of Understanding Your Audience
In this era where technology offers less opportunities for connection, marketers have the chance to create relationships that stand the test of time. By focusing on matching audiences through meaningful engagement rather than simply targeting demographics or interests, brands can build a loyal community.
Just like in romance, it's not just about compatibility; it's about nurturing those connections through shared experiences and values. It’s this deep understanding that sets marketing apart from mere transactional interactions.
, whether you're crafting love stories on dating apps or digital marketing strategies for brands, there's magic in the match.
Acknowledgment of the Original Author: has been crafted to enhance and rephrase the while mntning its core message. We're grateful to Eric, who oversees MNTN’s performance marketing team and brings extensive experience from various advertising agencies where he managed pd media efforts for clients across different industries ranging from B2B to CPG.
Original Author: Eric oversees MNTN’s performance marketing team inclusive of pd media, SEO, and eml marketing. Previously, Eric worked for multiple advertising agencies overseeing pd media efforts for clients ranging from SMB to Fortune 500 organizations spanning numerous industries from B2B to CPG.
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