Targeting First, Creative Second in Digital Advertising
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May 27

Targeting first, creative second

Creative and targeting hold immense value when considering what makes a successful digital marketing campaign. First and foremost, as a marketer, it is important to understand the desired target audience before launching any digital marketing campaign. This demographic and physiographic data can help inform the messaging used within the digital creative. Remember, both hold importance, but the order of consideration matters: targeting first, creative second.

Both creative and target audiences can work together in tandem. There is no need to lump them into their silos. However, understanding the target audience should take priority before developing creative units to use within a digital advertising campaign.

Let’s look at a few examples. As a B2B brand, creative that encompasses images of happy, professional people in a work environment will resonate best with a business focused audience. Action-oriented or cost savings advertisements will resonate more with a B2B audience.

Now as a B2C brand who sells cars or minivans. Marketers may want the creative to be more family oriented to capture the attention of the desired target audience. Demographics can also play a large role in how creative is positioned. If a band has a younger demographic, marketers may want to create ads that have brighter colors and have a bit more cheeky tone, versus an older demographic, who may benefit from a larger font, with easier-to-read colors.

It is important to explore the audience insights and data collected from consumers so marketers can gauge who their target audience is. Once a solid foundation is built, round up the analytical and creative brained folks of the office and together, make informed decisions about the creative. This will enable marketers to create more engaging ads and deliver a more relevant message to the right audience.


About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.