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How To Understand Customers’ Feelings & Needs Through Digital Marketing Campaigns

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How To Understand Customers’ Feelings & Needs Through Digital Marketing Campaigns

Digital marketing has changed the way all businesses carry out their marketing campaigns. Whether your budget is $500 or $5 million, there are methods you can use within digital marketing that allow you to better understand your customers, what motivates them, and how they feel.

A digital marketing campaign should not just be seen as a way to try and sell to customers, it should be seen as a chance to understand them better.

Digital marketing has seen cataclysmic changes in the last 10 years or so. The opportunity to target peoples’ specific needs has never been simpler. Rather than scattergun approaches to advertising like using billboards or print ads, digital marketing can both engage people and give you a chance to build up a “customer profile” so that your marketing is more effective. Ultimately, the goal should be better engagement and more purchases of your product or service, while keeping your marketing costs to a minimum.

How Analysts and Marketers Can Understand Their Customers Better

Analysis of customers (or potential customers) can go deeper than ever before. A lot of people leave behind a footprint online, or in their day-to-day activities, which can be used by marketers to appeal to their customers more. This doesn’t have to be intrusive. Most people would rather have products advertised to them that they might potentially be interested in, rather than just being bombarded. Targeted adverts that understand the customer are the way to do this.

So, how can analysts and marketers understand the needs of their customers?

Through Public Record Sources

Public records can give you a lot of data to work from. People are waking up to using public record sources for their marketing campaigns and for many businesses, it just makes sense. For example, if you are trying to sell people home improvements, you can use the state’s registry of deeds to build a database of homeowners. There is little point in spending time and money marketing your home improvement or extension services to those who do not own their own home.

There are some clever uses of public records. For example, people who are in their 30s, who have recently got married, are often likely to be looking at life insurance policies. Public records can be used to find those who have got married in recent years, who fit the age range you want to target.

Through Social Media Accounts

Consider all of the information people feed into their social media accounts. Everything from their age and location to the types of music they like, and the events they are going to attend.

Facebook can be seen by some as a giant database, which is why it is so popular among advertisers. Using their paid ads, you can whittle down to an incredible level of detail and create a profile of the sort of people who might buy your service or product.

Social media accounts also help you to target people via recommendations and reviews. For example, if someone has left a review of your business, you might be able to pay for that review to be highlighted on more peoples’ pages, a testimonial for the quality of your business.

Social media accounts are fantastic for engagement, too. Understanding a customer’s needs often comes in the form of communicating. Ask people what they want to see, give them the opportunity to provide feedback, even run competitions that people can enter if they are willing to leave you feedback.

Through Sophisticated Advertising Platforms

Just as social media keeps a track of people, so do search engines and other websites, using cookies. Using targeted platforms, you can take advantage of the data that these sites build-up, including the behaviors of potential customers.

For example, Google’s advertising platforms allow you to ensure your ads show up for specific searches or on relevant websites, so you can turn your marketing campaign into one with razor-sharp targeting. Other tools like Google trends can help you to predict what customers are interested in, and what is likely to happen in the future for your industry. This information can all help when it comes to building an effective marketing strategy and keeping customers happy.


There truly are so many ways to reach out and understand your customers, their feelings, and what they need in the modern age. Engagement is easier for a business than it has ever been, but there are still a number of businesses not managing to take advantage of this. Knowledge is power in the world of marketing, and using the tips above can help you to build up this strong knowledge of what your customers want and how they are likely to act, which can ultimately lead to a stronger business.

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