Why brands are seeking more nuanced, humanized audience segmentation for campaign success
In May of 2023 AdDaptive’s Senior Director of Communication and Brand Strategy, Laura Goldstone, wrote an article that was published on the Digiday homepage titled Why brands are seeking more nuanced, humanized audience segmentation for campaign success. The article touches on the importance of audience empathy when it comes to segmentation and accurate targeting.
Finding the human side of digital advertising can be difficult for many tech-focused agencies whose decision-makers rely solely on raw data. However, empathy plays a crucial role in advertising and allows brands to connect with their audience on a deeper level. Understanding the preferences of each target account or segment based on previous engagement gives advertisers the actionable insights needed to determine the ideal media mix for future campaigns.
Empathy in targeted advertising creates a sense of brand trust and authenticity, which elevates the customer journey throughout the flight of each campaign. Ultimately, humanization in advertising leads to the creation of meaningful connections that drive engagement, brand loyalty, and, in turn, revenue.
Read more in AdDaptive’s byline on Digiday:
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