May 19, 2020

Make sure to properly target your customers

small businesses
Adam Groff
3 min
Make sure to properly target your customers

The marketing world can be a tricky place, especially if you head into each new campaign not really knowing who your customers are.

Fortunately, targeted marketing can help you hit the mark with each new campaign you release.

With bulls-eye campaigning in mind, here are just a few reasons targeted marketing is so important for your business:

Finding your ideal market

The first step of customer outreach is finding your ideal market, which is something targeted marketing can help a great deal with.

By targeting your current customer sales data, you can quickly get an idea of which types of customers buy certain products and which don't.

Whether you break this customer data down into buying trends or demographics, tracking purchase histories will reveal your ideal market. If your current data doesn't provide enough insight, you can try implementing customer surveys or loyalty programs into your marketing endeavors.

Once you've found your ideal market, you can then segment your customers and create targeted marketing campaigns that cater to their specific wants and needs.

Evaluating the competition

When it comes to improved customer outreach, it's also wise to keep an eye on the competition.

As the article, “Targeted marketing using current customer information and activity” looks at, it is a must, but taking advantage of the competition's marketing practices will also lead to helpful insights.

To truly gain insights that will help you better target your own customers, you need to evaluate competitors that are similar to your own business. From there, you'll want to pay attention to the competition's sales, including the specific products and services they offer.

Which products seem to fly off the shelves and which don't? What kind of customers are they targeting in their marketing campaigns?

By evaluating and making connections with the competition's marketing and sales information, you can improve your own marketing tactics.

Identifying niche audiences

Sure, your business probably caters to a specific type of customer, but that doesn't mean there's only one type of customer you do business with. By targeting your marketing campaigns, you can better promote your products and services to niche audiences.

No matter how large or small your business is, there's a good chance you have a number of customers that don't really fit in any marketing category.

Targeted marketing makes it possible to segment these niche customers and properly cater to their interests based on past purchases and other demographics.

Keeping up with trends

Although your customers might like certain products and services now, their interests may and probably will change in the future.

With a targeted marketing plan in place, your business can stay up to speed with specific customer trends and adapt accordingly with updated marketing techniques.

Avoiding marketing errors

Sending the wrong promotion, creating misguided campaigns, and targeting the wrong audience are common marketing errors. However, by using targeted marketing campaigns, your chances for making marketing errors drops drastically.

Because targeted marketing uses data based on specific customers and consumer groups, marketing campaigns are more accurate than blanket, generic campaigning. This leads to increased click through rates, open rates, and sales.

Before you unleash your next marketing campaign, consider the advantages that targeted marketing provides.

About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including online marketing and data analytics.

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Jun 14, 2021

Giving efficiency the full throttle at NASCAR

3 min
CDW is a leading provider of information technology solutions, optimized business workflow and data capture systems for the auto racing company.

The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.” 

NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well. 

2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer. 

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