Targeting, it is almost a science to find the right target audience. And not as easy as it seems as well. I often ask the question ‘who is your target audience’ in talks and training sessions. In general the answer then is ‘male or female between the age of…’. The follow up question then is: ‘what should they be doing’, on which most responses are ‘buying our products’. With that people tend to forget about the extra target audience they have: influencers.
But when you have things narrowed down most companies still target based on group-details, starting with the difference between men and women, after all we all know that men are from Mars and Women are from Venus, so we should treat them differently right?
A new study of Facebook advertising by Resolution Media and Kenshoo Social looks into that difference and some assumption we all make about the differences between men and women are challenged. Like for example that targeting men gets a better response rate and is cheaper. (more…)