How To Create Targeted Marketing Campaigns For Consumers

Your highest-intent prospects aren't all the same person. I was reviewing several of our recent BOF campaigns and I was reminded of the fact that: The closer someone gets to conversion, the more your messaging matters. But most marketers treat high-intent audiences like they're all the same person. They're not. Someone who abandoned cart yesterday needs different messaging than someone who's been browsing for three weeks. Someone on mobile at 2pm needs different creative than someone on desktop at 9pm. Here’s what you should do: 1️⃣ Understand intent decay patterns. We've tracked this across client accounts - purchase intent has a half-life. After someone shows buying signals, you have roughly 72 hours of peak conversion opportunity. Day 4-7, intent drops 60%. By week two, you're basically starting over. Many advertisers waste this window with generic "complete your purchase" messaging. 2️⃣ Segment your BOF audiences by recency, not just behavior. Recent cart abandoners get urgency-focused creative. Week-old browsers get social proof and reviews. Month-old prospects need fresh product education. Same goal, different psychology. We've seen 40%+ ROAS improvements just from this basic segmentation. 3️⃣ Rotate creative elements based on engagement, not calendar. Most teams mess up by refreshing on schedule instead of performance. Monitor micro-signals: when CTR drops 15% from peak, when frequency hits 2.5x without converting, when engagement falls while impressions climb. Don't wait for Meta to flag fatigue. 4️⃣ Test messaging depth, not just messaging type. Generic "20% off" performs worse than "still thinking about those running shoes?" for cart abandoners. Specific beats generic at every intent level. We use AI to personalize hooks based on browsing behavior, and it consistently outperforms broad creative by 25-35%. Most BOF campaigns fail because they treat high-intent traffic like low-intent traffic. You've already done the hard work of getting someone interested. Don't waste it with lazy messaging.

Your customer avatar is probably wrong. It’s not your fault. The entire industry has been running the same lazy playbook for years... But there's a better way to truly understand your audience—I'll break it down for you step by step: First, it's important to note: most marketers confuse *data* with *insight*, and most brands only know their customer’s basic info. They'll run entire marketing campaigns based on minimal insights: • Male • 25-45 • Likes fitness But that’s not a profile. That’s just a demographic checkbox. To actually connect, you need to go deeper… I use a 5-point system to build customer avatars that actually work. The 5 pillars are: 1. Identity 2. Emotion 3. Generation 4. Seasonal purchasing behavior 5. Cultural movements Here’s how it works: 1. We start by researching Identity. Your audience isn’t just a group of people—they see themselves as someone specific. Are they: • Hustlers? • Achievers? • Rebels? Their core identity drives what they believe, which is why we start with the core and layer things on top. 2. Next we get insight on Emotion. Emotion drives buying decisions, not logic. Understanding which emotions fuel your audience is key: • Fear of missing out? • Desire for control? • Pride in their achievements? If you can nail the emotional hook, your offer becomes irresistible. 3. We then move on to Generation. Boomers, Millennials, Gen Z, and Gen X aren’t the same. Each grew up with different values, tech, and cultural experiences. Even subtle things like humor or world event references can make a huge difference. We add this to the mix along with: 4. Seasonal Purchasing Behavior Your audience doesn’t buy the same things year-round. Track when they’re most likely to spend and align your campaigns with their *natural habits*. E.g.: Fitness goals spike in January, outdoor gear in spring. Timing is everything. 5. Finally, we study Cultural Movements. What’s happening in the world that aligns with your audience? If we’re gonna tap into shared beliefs, trends, or societal shifts to make your brand feel relevant, we need to know how to go from “just a product” to a movement. When you understand these 5 layers, you stop guessing—and start connecting. You stop throwing spaghetti and start painting a masterpiece. TLDR; If your avatar is built on a static template from 6 years ago, you’re in trouble. Avatars are as fluid as the humans they’re built on. Knowing how to track the 5 most important those changes (and build a strong marketing strategy from them) is the key to real growth. 🔑

I'm sorry, but marketers need to stop letting paid media platforms decide who sees their ads based on the limited understanding of their customers.   (I'm not sorry)   These platforms are black boxes controlling billions in ad spend that make assumptions about your audience that miss >60% of actual purchase intent signals.   Instead, you should be using verified transactions and behavioral shopping data—the strongest predictor of future purchases—to determine who sees what ads and when.   Purchase behavior shows you what people actually buy, not just where they browse or what vague demographic bucket they fit into. It reveals both intent and optimal timing windows for when customers are most likely to buy.   Let me break this down with 2 real examples:   1. When someone buys swim trunks and sunscreen, they're not interested in beach products someday. They're interested right now. Maybe they're planning a trip. That's your window to target them for sunglasses, travel kits, or vacation gear while they're actively in purchase mode.   2. When someone buys an eco-friendly mattress, they're in a home upgrade cycle. This creates a time-sensitive opportunity window where they're most receptive to other home-related purchases like non-toxic cookware, bamboo bedding, or upcycled furniture.   This timing signal, on top of seeing what a customer is purchasing, is everything. This reveals both intent and optimal timing windows.   The problem? Most businesses don't have access to this level of data. Most are stuck with their siloed 1P data. Some rely entirely on the ad platforms to optimize their spend. Few leverage collective consumer intelligence to get the most out of their marketing dollars.   The real opportunity lies in building your own data intelligence strategy instead of playing by platform rules.   The future belongs to marketers who embrace this approach.

Day 4 - CRO series Strategy development ➡Audience Segmentation Most marketing campaigns fail because they try to reach everyone. Smart businesses know that not all customers are the same. Here’s how to segment your audience for better targeting: 1. Define Your Segmentation Criteria Break your audience into meaningful groups based on: ◾ Demographics → Age, gender, income, education ◾ Geographic Location → Country, city, region ◾ Behavioural Data → Purchase history, engagement levels ◾ Psychographics → Values, interests, lifestyle choices The more precise the segmentation, the more effective the targeting. 2. Collect Audience Data Use multiple sources to understand your customers: ◾ Surveys & Interviews → Direct feedback from customers ◾ Website Analytics → Google Analytics, heatmaps, session recordings ◾ CRM Systems → Customer history, interactions, and purchase patterns Data removes guesswork. 3. Analyze the Data & Identify Patterns Look for trends: ◾ Are certain groups more likely to convert? ◾ Who engages most with your brand? ◾ What common traits do your best customers share? These insights form the foundation of strong segmentation. 4. Create Customer Segments Group people based on similar characteristics. Examples: ◾ High-value customers → Frequent buyers with high purchase amounts ◾ Engaged followers → Customers who interact on social media ◾ New leads → First-time website visitors Each segment requires a different marketing approach. 5. Develop Targeted Strategies Personalization is key. ◾ Young professionals? Use social media ads & video content. ◾ Older customers? Email campaigns may work better. ◾ High spenders? Loyalty programs & VIP offers. Speak to each segment in their language, on their preferred platform. 6. Test, Measure, and Optimize Not all strategies work equally. ◾ A/B test different messages within segments ◾ Track conversion rates, engagement, and retention ◾ Refine based on what performs best Optimization is an ongoing process. Why Segmentation Matters ✔ More Relevant Marketing → Customers receive messages tailored to them ✔ Higher Engagement & Conversions → People respond to what feels personalized ✔ Optimized Marketing Spend → Invest in what works for each segment ✔ Better Customer Experience → Customers feel understood and valued Businesses that segment their audience don’t just market better— They sell smarter. Are you using segmentation in your marketing? Share your thoughts below. See you tomorrow! P.S: If you have any questions related to CRO and want to discuss your CRO growth or strategy, Book a consultation call (Absolutely free) with me (Link in bio)

Understanding your customers’ behaviors and responding accordingly is key to sustained business success. In yesterday’s post, I introduced the Recency-Frequency Matrix, a powerful tool for customer segmentation that helps businesses identify and prioritize their most valuable customers. Today, I want to take it a step further by showcasing how this analysis can inform targeted marketing strategies to drive engagement and growth. Strategic Actions Based on the Recency-Frequency Matrix: Champions: These are your top-tier customers who purchase frequently and recently. To maintain their loyalty, consider offering early access to new products or services, implementing a robust loyalty rewards program, and sending highly personalized communications. Loyal Customers: Customers in this segment are consistent buyers but with slightly less frequency. Encourage more frequent purchases through special incentives, reminders of your product or service benefits, and targeted re-engagement campaigns. Needs Attention: These customers have shown steady engagement but may need a prompt to stay active. Reactivation campaigns with tailored offers, requesting feedback, and exclusive deals can help prevent potential churn. Churn Risk: These customers are at risk of disengagement. Win them back with significant incentives, reminders of positive past experiences, and personalized offers designed to reignite their interest in your brand. Already Churned: For customers who have not engaged for a while, occasional check-ins or updates, targeted ads for reintroduction, and a focus on acquiring new customers might be the most efficient use of resources. Leveraging a Recency-Frequency Matrix not only provides a clear view of where your customers stand but also empowers you to implement highly tailored strategies that maximize both engagement and ROI. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling

The power of audience segmenting shines with this retail dispensary. Let’s take a look: A single-location cannabis store in an industrial area struggled with low foot traffic and inconsistent SMS marketing. The goal was to increase customer visits and basket sizes. The strategy: 👉 Consistent Messaging i.e. Scheduled SMS twice weekly for midweek deals and weekend promotions. 👉 Segmentation i.e. Focused on recent buyers (last 30 days) and win-back campaigns for lapsed customers. Created category segments for each win-back campaign, further targeting based on preferred purchasing habits. Results: ✅ SMS Database Growth: +372% organically. ✅ Website Traffic: +122%, with new visitors up 90% and returning visitors up 101%. ✅ Social Media Engagement: Impressions grew 607%, followers 205%. Takeaways: ✅ Consistency in communication drives engagement. ✅ Targeted messaging reduces opt-outs and re-engages lapsed customers. ✅ Collaboration between marketing and retail teams is essential for success. Smart, consistent, and personalized SMS campaigns can transform customer engagement and retail performance. For 2025, I encourage you all to look through your contact lists and see how you can make them work more for you. The next big win could come through with just a touch more organization. #casestudy #smsmarketing