Segmentargetimization

Do you segment your audience? Do you provide targeted content to these segments? Do you optimize content? While segmentation is an ingrained marketing practice, many marketing pros are working toward targeted online content and optimizing that content on their site. (It's important to understand that content can mean a page, part of a page, or even a small piece of copy; basically as much or as little as you require.)

Once you start using these online marketing strategies and tactics there is a moment when something becomes clear – epiphany is probably too strong a word – but there is definitely an “A-ha!” moment when you see just how many layers are operating here and what is possible. Let’s start with the obvious ones:

Targeting: Serve message A to segment X and message B to segment Y.
Optimization: Test creative A vs. creative B vs. creative C.

These are pretty straightforward, right? Now let’s look at some of the overlays that make this fun:

Optimization within a segment: Test creative A vs. creative B for segment X; Segment Y gets some other content.
Optimization across two segments: Test creative A vs. creative B for segment X; while testing creative C vs. creative D for segment Y.
Optimization, targeting and transactional messaging: Test creative A vs. creative B for segment X; while testing creative C vs. creative D for segment Y. Except for segment Z, who gets message E.

You might say, “That’s too complex to help.” Maybe…but it’s easier to imagine if we replace some variables. How does this sound:

Imagine a medium-sized area on a shopping cart page, pre-checkout. We’ll test two types of free shipping creative for anyone who ordered with standard shipping in the last 90 days. For those who haven’t ordered in 90 days, let’s test a single-SKU discount versus a percentage discount. Anyone who has chosen expedited shipping in the last 90 days will get a notice about the upcoming holiday.

Sound like a reasonable set of requirements? Anyway, the point is that once you open the doors on targeting and optimization content together, the marketing possibilities really are endless.

There are an unlimited number of ways these processes fit together tactically to achieve your marketing goals. Maybe you want to test something as simple as one short phrase of call-to-action copy versus another – a 5 minute test that could pay huge dividends for your conversions. Or perhaps your testing and optimization scheme is detailed page-by-page, segment-by-segment. Or perhaps you’ve already thought of a couple of new ideas you want to try. As long as you’re using the targeting and optimization to support your strategy, you’re going to find an amazing tool set when you combine targeting and optimization.

From time to time I’ll discuss additional strategies and tactics I’ve seen work well. Stay tuned.

The Lunch Pail