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Digital advertising: targeting audiences, the big challenge of 2023

In a competitive environment that is getting tougher (inflation, overexposure to advertising messages), brands will have to activate the right levers to get ahead of the game: personalized marketing, multi-channel and multi-local campaigns, use of data.

Improve your messages’ targeting to convince high-volume consumers

According to a Kantar study, in 2022, “consumers were overexposed to more and more digital media channels”. This profusion of solicitations necessarily leads to a feeling of weariness in the face of advertising messages, especially when they are not addressed to the right people.

As a result, the notion of targeting, whether geographic or socio-demographic, is becoming more critical than ever in the development of media plans. A campaign could have up to seven times the impact on a receptive audience. A significant ROI promise in a context where many communication budgets are tightening.

Global inflation: changing consumption patterns

Moreover, inflation due to wars and energy crises have reached an average of almost 9% worldwide by 2022. This new situation has transformed our purchasing methods for several months. Everywhere, rising prices encourage consumers to monitor their budgets. Thus, we can deduce that they will be particularly sensitive to promotional offers in 2023. Moreover, according to Kantar, we should expect an increase in the percentage of individuals who do their shopping on a daily basis rather than big expenses at one time.

Personalized marketing, more than ever

In this context, in addition to price, the notion of proximity to one’s customers is the other challenge for brands. According to Kantar, 88% of shoppers value the fact that a distributor "understands them and their values". Loyalty bonuses, as well as a wide choice of purchase options (offline & online) are therefore profitable strategies. It will also be necessary to make it known through one-to-one targeted campaigns.

Content optimization and multi-channel campaigns

Brands will therefore have to work on two levers:

- better targeting consumers through targeted and personalized campaigns;

- supporting them every day throughout their purchasing journey via multi-channel devices.

DCO (Dynamic Creative Optimisation) of display or video campaigns will make it possible to send the right message at the right time to the right person. For example, displaying the address of the closest store. Alternatively, DCO can automatically diversify contents according to the time of day, the day of the week.

In addition, a multi-channel approach will make it possible to multiply the points of contact throughout the day of the customer and accompany him until the final purchase.

Multi-local targeting, a must for retailers and manufacturers

Geographic targeting is the first lever to be activated for distribution networks and the brands referenced there. By opting for a precise geotargeting, based on the catchment areas of the sales points concerned, advertisers are as close as possible to their customers and prospects and avoid excessive loss.

In this context, GAFAM solutions are not without flaws. The geotargeting of Facebook Ads, for example, is only available as a radius (starting at 1 km around the point of sale). It does not always allow precisely sticking to the reality of the field.

Data: the ultimate solution in a cookieless world

Technological solutions such as the Mediakeys Platform enable both multi-local targeting based on point-of-sale catchment areas and content optimization options.

Finally, it also makes it possible to import socio-demographic data into the implementation of digital campaigns: age, gender, interests, buying behaviors… An essential targeting tool, when third-party cookies eventually disappear (end of 2023). And when 64% of advertisers consider data quality as essential in the years to come.