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Targeting
In marketing, targeting refers to the process of identifying, selecting, and specifically addressing a specific target group. It is based on market segmentation and enables companies to efficiently tailor their advertising and communication strategies to the needs and interests of specific customer groups.
Types of targeting:
Demographic targeting:
Criteria: Age, gender, income, profession, education, etc. Example: Advertising for anti-aging creams for women over 40. Geographical
Target audience:
Criteria: Location, region, city, country, etc. Example: Local offers or regional advertising.
Behavioral Targeting:
Criteria: Online behavior, websites visited, click patterns, shopping habits, etc. Example: Retargeting ads for products a customer has previously viewed.
Psychographic targeting:
Criteria: Interests, values, lifestyle, personality. Example: Advertising vegan products for environmentally conscious people.
Contextual targeting:
Criteria: Content of the website on which the ad is placed. Example: Advertising for hiking boots on an outdoor blog.
Technological targeting:
Criteria: Devices, operating systems, browsers.Example: Advertising for apps that are only available on iOS devices.
Importance in marketing:
Targeting is essential to minimize wasted advertising and ensure the highest possible relevance of the message to the target audience. It ensures more efficient use of the marketing budget and can significantly increase conversion rates, as the advertising message is precisely tailored to the needs of the target audience.
Targeting enables companies to communicate precisely and effectively with their audiences. It is an essential component of modern marketing strategies, especially in the digital realm, where data-driven targeting enables personalized communication.
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UGC Marketing
UGC marketing stands for user-generated content marketing. It refers to marketing strategies in which users (customers, fans, influencers) create and share self-generated content to promote products, brands, or services.
This user-generated content can take various forms, including reviews, photos, videos, social media posts, blog articles, and more.
Through UGC marketing, brands can foster authenticity, credibility, and community engagement. It leverages the power of social proof by encouraging customers to share their own positive experiences. This can have a powerful impact on potential customers, as they tend to trust peer recommendations more than traditional advertising messages.
Examples of UGC marketing can include customer reviews on product pages or user-generated photos with branded products on social media.
USP / Unique Selling Proposition
USP stands for Unique Selling Proposition. It refers to the distinctive feature or characteristic of a product or service that sets it apart from the competition and makes it particularly attractive to the target audience.
Characteristics of a USP
Uniqueness: The USP emphasizes a characteristic that distinguishes the product or brand from others on the market. This could be a special product feature, an innovative function, or an exclusive advantage.
Customer value: The USP must clearly demonstrate a benefit for the customer. It must offer added value that the target audience perceives as important.
Recognizable and communicable: The USP should be clear and easy to understand so that it is quickly recognizable and the target group can immediately understand the benefits.
Examples of USPs
Apple: One of Apple's USPs could be the user-friendliness and design of its devices, which are often perceived as particularly intuitive and aesthetic compared to other brands.
FedEx: “When it absolutely, positively has to be there overnight” – FedEx’s USP lies in its reliability and fast delivery of packages, especially for urgent shipments.
Tesla: Tesla's USP is the advancement of its electric vehicles in terms of technology, range and sustainability, combined with the innovation of autonomous driving technologies.
Importance of the USP in marketing
A clearly defined USP is crucial for standing out in a crowded market and strengthening brand identity. It helps appeal to a target audience that appreciates the unique benefits of the product or service and fosters customer loyalty. The USP forms the basis for advertising communication, which emphasizes the product's benefits to convince potential buyers.