Author and marketing guru Seth Godin once famously said “Everyone is not your customer.” Marketers are wising up to this more and more today as budgets are squeezed along with high expectations of ROI.

Think about it: If all marketers think of everyone as their customer, the customer will get inundated with so many commercial messages and start to turn a blind eye (hello, banner blindness!). Sure, marketers get their massive reach numbers, but they won’t have much return to show for their investments in media. Reach? Number of “likes?” Those are beginning to be labelled as “vanity metrics.”

On the other hand, by showing their messages to people who are more likely to be interested, marketers will get more click-throughs, leading to a higher probability of conversions.

Audience targeting using data is a top priority for many marketers.
Audience targeting using data is a top priority for many marketers.

Audience targeting using data is now a top priority for more than half of marketers surveyed by Econsultancy for its 2019 Digital Trends Report.

However, as advertisers embark on greater use of consumer data, they are beginning to realise the challenges of uniting data points and tracking media effectiveness across different marketing channels. The same study by eConsultancy revealed marketers are befuddled by the challenge of pulling together data points across different touchpoints to come up with a cohesive and coherent understanding of their consumers.

Being one of the most prolific producers of lifestyle content in Singapore and the region with a portfolio spanning 15 market-leading magazine brands across platforms, we appreciated and understood such pains firsthand.

To plug into this growing necessity and eliminate the guesswork, we launched our audience targeting capability utilising first-party behavioural and reading data from across SPH Magazines’ and SPH’s portfolio of digital editions and Web sites. The data is also augmented with audience interests and demographics from leading, third-party data providers to deliver even more precise targeting.

Marketing professionals say they struggle with getting a holistic understanding of their customers.
Marketing professionals say they struggle with getting a holistic understanding of their customers.

Advertisers can choose from eight pre-packaged popular audience segments or customise their target segment. Beyond targeting, we will also actively monitor and manage the media mix throughout the campaign period to optimise its performance.

We look forward to sharing success stories from this capability with you in the near future.