For a good while we have been publishing articles, case studies and infographics about various ethnic groups and markets. Reading information about niche audiences can help you understand customs, interests and even media habits of different audiences. Exploring your audience is extremely important if you wish to reach out with an appealing message in the best possible way. However, now it’s time to discuss a little more about “hands on” niche online advertising campaign planning!
Where to start? Luckily for you, we have summarized five key steps to focus on, when working on your campaign. Remember – niche and multicultural advertising requires much more attention to specifics! It can, however, be more effective if you choose to "send" a right message at the right time and place.
Who exactly is your customer? Where is he located? The more specific you are, the better chance of reaching the right person and exposing him to your advertisement. Imagine yourself to be your audience! What do you do? What do you like? With current technology and knowledge we are able to reach users based on their age, gender, interests, habits, culture specific elements like language and customs, very specific location, device, mobile carrier, specific content previewed and many more factors. Your task is to get to know your audience and this way – to define it right.
Where does your audience “live”? Where do they spend most of their time? Is it a search, display, mobile or video ad campaign that is relevant? Will you run your campaign through RTB market or directly with publishers? For example, Hispanics are veeery social, whereas Scandinavians are veeery mobile. Each audience have their patterns in interests, habits and favorite places to be online.
Define goals & budget
Are you aiming to reach out for brand awareness, drive traffic to your site or increase sales? And, of course, how much are you willing to invest? Precisely formulated goals will lead you to a clear picture of what you aim for and evaluate what is the most effective way of spending your budget. Take a look at our tips on the best metrics of evaluating your digital marketing campaign performance! If you have several audiences to reach, you can always be flexible with budget allocation to those performing the best.
Define ad message
An appropriate, appealing message fitting exactly your specific audience is always the best choice. Use your knowledge about this group and find out how to get attention. There might be different messages to different groups. As simple as different flight offers to Polish or Chinese in UK – they are likely to travel to their home countries more often than others. Moreover, strongly consider doing so in their native language. As Nelson Mandela once said: “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”
It leads to a question - which exact sites, APPs etc. to pick? Well, again – which ones are relevant, based on your research of this specific, niche target audience? By this phase, you surely should have the knowledge about your audience in detail. It means that you are on the right path. You may, however, still not know exact placements and proper ad format requirements. Consider asking someone who knows!
Dana Icikzone is the Ad Operations and Audience Manager at Joinville. Dana is a lifelong harmony seeker. She balances her everyday life with a body stretch during yoga and a mind stretch while playing board games with friends and strangers.