2013: a year for intelligent marketing. Part two – clever targeting

4 minute read

In my last post I discussed how integration is important when creating an intelligent marketing strategy for 2013. With so many marketing channels, it’s vital that your brand is consistent and recognisable across the various available media. Integration is only half the story though. Converting engagement with your campaigns to sales is the goal of every marketing strategy, and cleverly targeting consumers is key to improving ROI.

Why targeting?

Targeting involves sending more specific campaigns to people at the point where they’re interested in your product or service. It’s easy to boost engagement and dramatically improve ROI by gathering subscriber data and using that information to send increasingly relevant content at the perfect time.

How to cleverly target your marketing

Use social media channels intelligently

People use social media platforms for different reasons, so simply repeating yourself on each of them is no longer adequate. Your fans and followers will look to you for different content depending on the platform. You may need to interact with their comments or share interesting information such as images, videos or links. By posting unique content on each platform you can maximise engagement with your fans and followers, and maybe even end up with a post being shared and a new follower being gained.

Marketing Automation

Perfect timing is part of clever targeting, but don’t worry – you don’t need to be sat at your desk 24/7 waiting for someone to click a link. Our Marketing Automation tools can be used to automatically send out targeted content to a subscriber or a notification back to you, all triggered by a subscriber action.

Data capture forms

Having an extensive subscription form can discourage people from signing up to your newsletter. Instead, offering small incentives for completing several shorter forms is a very effective way of collecting further details about your subscribers.


Customers expect high quality service and going the extra mile, for example by addressing them by their first name in the subject line, can significantly improve open rates. Including name details is the most basic form of personalisation, but the feature can be used more extensively to allow you to send out one email which will appear differently depending on subscriber preferences. Use subscriber profile fields with the personalisation tools in any of the campaign editors to customise your copy. If you’re a little more technical, dynamic content can be used to update the content of your email. For example, you could send out a campaign which for dog lovers will be filled with waggy tails, and for cat lovers will appear with purrs and whiskers.

Continuous analysis

The best way to identify how to target your subscribers is to analyse your results regularly. Run split tests using variations of the above techniques and use the results to pick the most successful methods. Clever targeting is about proactively changing your tactics, refining and improving them to increase your subscriber engagement.


This year is about pulling together all of the new technology and platforms available to marketers and using them to unlock their full potential. Your marketing strategy doesn’t have to be complicated but it does have to be smart and fluid. Use marketing channels synergistically to boost your reach and then target consumers effectively to convert engagement to sales. Let’s make 2013 about improving our ROI in marketing.

We’d love to hear about how you target your subscribers, so why not pop a comment below?