Targeting can be so granular these days. A lot of marketers we talk to use “targeting” as a sort of new buzzword to show how cutting edge they are. Big data didn’t help that conversation because now you’re almost forced into some level of hyper-targeting. The problem is that being too specific can really backfire on your marketing efforts.
I Know Where You Live
As a previous customer of yours you may have my home address and thus can target me in some very specific ways. Lets say you live in Arvada, CO with a zip code of 80001. If I target the Denver DMA I will reach you, but what if I want to hype up a new store opening in your city? Maybe I target all customers in the city of Arvada. Or even more granular, maybe I target by zip code. This is all possible of course, but what if you are a restaurant hyping your lunch specials?
But Are You Home?
In the above example I might send that customer a message about our great lunch special, but alas, they aren’t home. Instead they are at work, in an office out in downtown Denver and absolutely not willing to drive home for a simple lunch special. Thus my efforts would be wasted because even though that message may reach that customer it is absolutely not the right time nor is it the right message.
What Am I To Do?
When you strategize your marketing plan you must consider these things. Instead of using a zipcode database maybe you use geo-targeting by text or mobile display ads? Or, maybe you push a breakfast or dinner special instead? If you don’t think through when and how your message will be received you are risking A) wasted efforts/money and B) making your customer mad and unsubscribing. So target wisely and remember that just because you CAN doesn’t always mean you SHOULD.