target the smallest possible audience

63% of consumers prefer sharing content on private messaging apps

63% of consumers prefer sharing content on private messaging apps and, increasingly, marketers are using these apps to market to their target audiences. This reflects a move by marketers to target smaller and smaller audiences with increasingly customised marketing. Private messaging apps include Messenger, Whatsapp and Instagram – all owned by Facebook.

The trend towards targeting smaller audiences is a reflection of a broader move to more personalised marketing, as reflected in the following statistics:
  • 44% of consumers are likely to repeat purchase after a personalised experience
  • Marketers see an average increase of 20% in sales when using personalised experiences
  • 59% of customers say that personalisation influences their shopping decision
Targeting smaller market segments with increasingly customised messages and using the best possible platforms facilitates marketing that addresses issues and communicates messages that are more likely to be shared more often. The variations from audience to audience might be small, but it can mean the difference between an average outcome and an excellent outcome – recognising that different people can engage with products for different reasons.

Venture capitalist, Mark Cuban asks people seeking funding three initial questions:
  • How small is your market?
  • What is your competitive advantage?
  • Do you understand the customer owns your arse?
Cuban generally invests in businesses that target and can prosper with smaller audiences – enabling a more customised approach to marketing. Fortunately, advances in marketing automation technologies are enabling cost-effective customisation or personalisation. 

RECOMMENDATION – Target smaller markets and customise or personalise messages in a way that maximises audience engagement.
D. John Carlson – +61 (0) 402 273 350 


 – To be published in November 2020 – CLICK HERE 

Members of the D. John Carlson network receive

FREE daily NEWSLETTER with actionable THOUGHTS and TIPS
FREE access to the full catalogue of THOUGHTS and TIPS
FREE WEBINARS addressing contemporary marketing issues
FREE PODCASTS both audio and video focusing on practical marketing
FRESH IDEAS providing practical action to maximise performance
A 20% discount on advisory services
A 20% discount on speaking engagements
A 20% discount on content and writing services



No tags