Audience : how to better target thanks to controlled product data?

Introduction

Today, succeeding in the product marketing no longer means selling to everyone, but to specific groups ofhearings. The success of a product depends on its ability to reach a well-defined audience, with the right message and via the right channel.

The problem? If the product data are not well structured, marketing campaigns are losing effectiveness, and efforts to target the right customers fail. This article explores how a strategy based on a intelligent product data management And a well-thought-out marketing activation can revolutionize your approach audience-centric.

What is an audience in product marketing?

One Audience is defined as a group of people sharing needs, behaviours or similar expectations with respect to a product or an offer. Identifying these segments is crucial for an effective marketing strategy. Here's how to segment an audience:

Data to segment your audience:

• Demographics : Age, gender, location, family status.
• Behavioral : Purchase history, clicks on ads, cart abandonment rate.
• Needs and use cases : Why are they using your product? What problems are they trying to solve?
• Consumer channels : Mobile, print, marketplaces, physical points of sale.

Different approaches apply depending on the degree of precision:

• Global audience : Broad and not very specific. For brand awareness campaigns.
• Targeted audience : Advertising or email marketing agency focused on a specific segment.
• Custom audience : Ultra-precise strategy based on local and behavioral data.

Why defining your audience is essential

Working with a well-defined audience has several significant benefits for your business. Here's how it can transform your efforts:

1. Guiding product development

A targeted audience allows you to design products or services that respond precisely to the expectations and needs of your target audience. By understanding their preferences, frustrations, and expectations, you can create tailored solutions that will have a real impact, reducing the risks of failure associated with a misalignment between product and market.

2. Personalize your marketing messages

With a well-defined audience, it becomes possible to create marketing messages that really resonate with your potential customers. Targeted communication makes your campaigns more relevant, increases their effectiveness, and attracts more attention, resulting in higher conversions.

3. Optimize your product sheets according to channels

Each channel (like Google Shopping, Instagram or your website) has its own specificities. By knowing your audience, you can adapt your product sheets to the preferred format and communication style on each channel, thus maximizing your performance and visibility.

4. Increase your conversion and retention rates

Recognizing and meeting the specific needs of your audience improves considerably customer experience. A happy audience is more likely to come back, stay loyal, and even recommend your products or services to others. This creates a virtuous circle of loyalty and sustainable growth for your business.

In conclusion, properly defining and understanding your audience is not only a luxury, but a necessity to optimize your efforts and obtain measurable results.

Product data as a basis for customer understanding

Each product contains attributes who can reveal what audiences it is aimed at:

• Subjects (e.g. natural products for eco-responsible people).
• Size and dimensions (e.g. children's clothing).
• prix (ex.: luxury vs accessible).
• Compatibility and style, according to current technologies or trends.

However, without correct structuring of this data, marketing effectiveness falls. That's where the PIM.

One PIM (Product Information Management) tool centralizes and organizes your product data. It allows you to:

• To provide complete and relevant attributes for each audience.
• To ensure that your data is Accessible and ready to be activated on various channels.

SolidPepper Your ally to Activate Your Audiences

With SolidPepper, moving from chaotic product management to strategy Audience first has never been easier. We transform your challenges into opportunities through optimized and targeted management of your product content.

Here's how SolidPepper helps you maximize your performance:

1. Creating segments by use case

We help you distinguish your content according to your specific needs: B2B, B2C or even for export. Each segment is designed to meet the specific expectations of your audience., allowing for more relevant and impactful communication.

2. Enrichment of audience-specific content

Personalize your content according to your target audience: add lifestyle visuals that appeal to individuals or detailed technical descriptions that captivate professionals. Enriched content is a product that is better understood and better sold.

3. Optimized multi-channel publishing

Broadcast perfectly adapted messages on your strategic channels: Google Shopping, amazon, or even through campaigns Facebook Ads. We optimize your publications to maximize the performance of each channel.

4. Management of product variants by market or user profile

Adapt your product sheets for each market taking into account the language, customs and specific requests. A localized product sheet is the assurance of better conversion in various markets.

5. Feeding marketing tools via enriched feeds

Your data flows fluidly between your marketing tools such as CRM, CDP or AdTech. SolidPepper ensures perfect integration, eliminating friction and improving the efficiency of your marketing ecosystem.

A concrete example:

A gardening brand used SolidPepper to transform a universal product into two specific approaches:

• Lifestyle content oriented to individuals, with inspiring visuals and messages focused on daily use.
• An in-depth technical sheet aimed at professionals, highlighting key features and technical advantages.

With SolidPepper, your data comes to life and each product finds its ideal audience. Transform your ambitions into concrete successes through innovative and tailor-made product management.

PIM as a foundation for audience-centric activation

PIM acts as a solid foundation in your marketing strategy. Here's how it fits in:

• PIM : Centralizes and structures product data that is essential to the audience.
• Marketing tools (CRM, ads, emailing) : Allow omnichannel activation with personalized messages.

This synergy guarantees optimal coordination between your product, marketing and tech teams. Result? Your messages, products, and channels are perfectly aligned.

Applications and best practices with SolidPepper

Here are a few ideas to get the most out of your PIM:

• Define your personas and segments clearly in advance to avoid any strategic vagueness.
• Structure your product data according to the needs of each audience (precise attributes, rich descriptions).
• Automate your workflows to ensure fast and smooth validations.
• Version your product sheets to better respond to the specificities of each channel, target or language.

Target better thanks to controlled product data

At the heart of any successful marketing and e-commerce strategy is a clearly defined audience.

Understanding your needs, expectations and behaviors is essential to maximize the impact of your campaigns.

But aim just stay impossible if your product data is not structured and optimized.

With SolidPepper, transform your product data into a real strategic asset. Our solution not only allows you to centralize and organize your product information intuitively, but also of personalize and activate your marketing campaigns with incredible precision, based on the real needs of your audiences.

Thanks to optimized management of your data, you can:

• Improve the relevance of your messages marketing.
• Reduce errors and inconsistencies in your campaigns.
• Boost the performance of your e-commerce strategies.

Ready to revolutionize your audience strategy?

Stop letting your data hold you back.

Contact us today for a free demo by SolidPepper and discover how we can help you achieve your marketing and e-commerce goals accurately and effectively.

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