"Get the right message to the right consumer at the right time" has almost become a key objective for every marketer who is doing customer relationship management (CRM). What we want to achieve from our campaigns is: to deliver the right message to the appropriate person who might has the relevant need at that moment. Indeed, it has been the fundamental goal of all advertisements since day one. However, it has never been easy until recently.
With today's behavioral targeting tools and methodologies, marketing strategy has shifted from mass audience to target audience. Advanced technology does not only allow advertisers to identify their target audiences, but also allow them to take greater measurement to ensure the messages are delivered to the specific audience. And this is what we call target marketing.
Well, it might sounds nice in theory.
The challenge that online marketers face, even with the ability to place their advertisements right at where they want it; is often hard to determine when “the right time” has arrived based on an individual consumer’s need. In reality, consumers’ needs often take place spontaneously. Hence, it is very hard to predict when consumers’ need arise.
Although it is not easy to predict consumers’ need, let’s start with the simplest by identifying the relationship between people and weather. Weather trigger is one of the most common forms of event targeting used by advertisers nowadays. While it requires a very flexible media buy, there are a number of products and services that can truly take advantage of weather changes so as promote them at times that consumers might be in need. Let’s take a look at how consumer’s products make use of this tactics.
For example, company like Starbucks has been very proactive when it comes to using upcoming weather events, such as heat waves and cold snaps, to sell their different products.
Weather-triggered events might also include hurricanes, hailstorms, wildfires, flooding, ice and snowstorms, and drought. For marketers who sell emergency supplies like generators, "bug-out" kits," winter and foul weather gear, water purifying systems, home protection equipment, etc., these are often tailor-made opportunities to position advertising in front of a highly motivated target audience.
Because of its quick turnover time, Search Marketing is one of the most effective ways for event advertising. For instance, a savvy marketer for an automobile glass company notice that there is a massive hailstorm slowly approaching the area. And by quickly placing topical advertisements and selecting relevant keywords, the marketer can reach a significant number of motivated consumers who will be very receptive to the offer.
Search and keyword driven advertising are an obvious ally here. Periodic changes of keywords and using of right content in ad hoc campaign would be a good way to deliver a “right message”. For example, by buying the keywords "swine flu," an insurance company may reach a highly targeted and motivated audience who are looking for related medical coverage.
Not all products and services can take advantage of weather changes or natural disasters. However, there are still plenty of annual events that we can target to stimulate sales.
Every year there are a number of festivals that create consumer needs. Valentine's Day, for instance is often the time for people to express their love with flowers or chocolates. And as a result, the demand of those products will highly increase.
Other than mass demand during holiday seasons, marketer can also send personalized EDM to customer on his/her birthday. By sending birthday offer to an individual does not only add a personal touch to the message, but also generate a greater appeal to the customer.
Marketers might even try to make use of special events that don't naturally fit into their messages or offers. Very often we see ludicrous examples of back-to-school gun sale offers or Halloween car sale specials that seem as contrived. But on the other hand, opportunity is always knocking. For marketers who are willing to answer the door, they will find themselves in the right place at the right time.