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According to a CBS News study, today’s consumer sees 5,000 ads per day. That breaks down to 3.5 every single minute. On average, people spend 41 minutes on social media each day. That means we’re all exposed to an overwhelming number of ads during that time.
With all of those ads you’ve viewed on social media, has one compelled you to buy something?
If you did, chances are the ad spoke to you. Maybe you discovered that your dog can have the same fresh food you cook for your family:
Or maybe you’re passionate about buying from companies who give back (data suggests many millennials are). This Bombas ad would remind you that a pair of socks is donated for every pair purchased.
Therein lies the problem for marketers: Not everyone wants to buy homemade dog food, and not everyone feels charitable.
So, you’re wondering what this has to do with buying a car.
These same principles apply to the purchase of a vehicle. A 22-year old recent college graduate, without children, will likely laugh at the idea of buying a minivan. While there are exceptions to every rule, the data suggests that most minivans are bought by parents or elderly couples. By not narrowing your focus to this ideal target consumer, you’re wasting ad spend on targets who will never convert to customers.
Social media marketing has an advantage over many other channels: the ability to hyper-target an audience. Social media advertisements let you identify and target someone who’s most likely to purchase a luxury car because they fit the description of the ideal target buyer.
How? People on social media often have specific interests on their profiles that help marketers identify them.
For the luxury buyer, they probably prefer brands like Chanel or Burberry — not TJMaxx and Great Value.
Narrowing the focus of your stimulus marketing with robust demographic and psychographic targeting will increase the likelihood that your content reaches the most anxious buyer.
That’s why buyer personas are vital. Ask yourself:
The answers to these questions elevate themes that are important to target your ideal customer.
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