Targeting Customers Online — It's sort of like dating.

August 03, 2010 Guess what? Targeting customers online isn't completely scientific; it's a blend of science and art. You need databases, multi-layered data sources, and analytic tools. But you also need the experience and insight to determine if your brand message has hit the target at the right place and the right time. Just like flirting, it's experiential and unmistakable. And when it's right, you just know. Here are some other ways online marketing is like dating: Target audiences, not sites. You can't choose one bar and go there night after night. You have to continually be looking for ways to meet people — your local bar, family and friends, the church group. Your possible mate is not just going to the bars. The same applies in the online world, you can't choose one site and advertise there and think you will find all your customers. Learn about your online audience first. How many dates have you been on where the boor on the other side of the table just talks and talks at you about his or her political views (which are in complete contrast to yours) without once asking a question? Do you want your marketing program to be that boor? You might just learn that there are customers out there in different demographic models than you expected. It's the "who" and the "where". Match the right person within the appropriate context. Ball game with buddies or wine bar after work? You would not dress the same or act the same in these contexts, why would your ad campaign work that way online. A customer at work reviewing their Facebook profile is different than the same person at work reading scientific white papers; your ads should reflect the context they're in. Monitor for return on your business objectives. Otherwise stated, do not chase clicks. Your goal in dating is NOT to get dates. Most people are typically looking to have a good time, a nice experience or good conversation, and possibly something longer term. They are not looking for a bunch of first dates. Clicks are your first dates. Do you want meaningful customer relationships or a constant flow of first dates? Don't over-target. Do you have a friend who will only date guys that are over 6' tall with blue eyes and brown hair that speak four languages? Does she get out much? Unless your product is extremely specific, you should cast a wider net and monitor results. Need help defining your online marketing strategy? Shoot me an e-mail michelle at blueskymkt.com, consider it our first date.