{"id":12306,"date":"2017-09-13T12:21:09","date_gmt":"2017-09-13T16:21:09","guid":{"rendered":"https:\/\/www.indexwebmarketing.com\/en\/?p=12306"},"modified":"2018-08-12T07:47:10","modified_gmt":"2018-08-12T11:47:10","slug":"how-to-better-understand-your-customers-and-build-profiles-for-better-targeting","status":"publish","type":"post","link":"https:\/\/www.indexwebmarketing.com\/en\/how-to-better-understand-your-customers-and-build-profiles-for-better-targeting\/","title":{"rendered":"How to Better Understand Your Customers and Build Profiles for Better Targeting"},"content":{"rendered":"

How to Better Understand Your Customers and Build Profiles for Better Targeting<\/strong><\/h1>\n

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During the most recent <\/span>Google Academy on Air<\/b><\/a> livestream, Google experts demonstrated how to properly target potential customers by identifying three key elements: demographics, location and type of device, as well as degree of interest in the product. The ultimate goal is to better re-engage with your target users and to optimize the performance of your campaigns.<\/span><\/p>\n

They also discussed the role of machine learning in the segmentation of data, the detection of demographic signals, and the intention to buy.<\/span><\/p>\n

Why you need to establish a comprehensive audience strategy<\/strong><\/h2>\n

According to Google, nearly 90% of internet users alternate between digital devices and platforms when accomplishing tasks online. This fact now makes it possible to serve ads to a large audience of potential customers in multiple locations and at multiple times.<\/span><\/p>\n

It is important to correctly target clients using an audience strategy based on 3 fundamentals:<\/span><\/p>\n

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  1. Identify current users: Know your audience well and take it into account in your strategy<\/span><\/li>\n
  2. Re-engage<\/span><\/a> with existing customers through a targeted message and at appropriate times<\/span><\/li>\n
  3. Expand your reach to new potential users<\/span><\/li>\n<\/ol>\n

    A comprehensive audience strategy will better target users who are considering buying your products and\/or engaging with your brand.<\/span><\/p>\n

    The objective of this strategy is to be able to personalize your advertisements through a message adapted to your potential customers.<\/span><\/p>\n

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    How to better identify your target audience<\/strong><\/h2>\n

    It is important to distinguish between someone interested in a product or service and someone willing to buy. You also need to consider the different steps in a user\u2019s purchase process and to separate out different customer profiles for every step.<\/span><\/p>\n

    Before booking a vacation, for example, users start by looking for inspiration in blogs and documentaries on different travel destinations until they find the right offer. That means that, for each phase, your target audience changes.<\/span><\/p>\n

    Here are 3 questions to ask to better <\/span>identify the profile of your target audience<\/b><\/a>:<\/span><\/p>\n