Use Consumer Insights to Drive Creative Strategy
Published: May 6, 2019
Author: Michelle Jacobson
With over 1 billion daily active users and 4.75 billion pieces of content shared on Facebook every day, targeting the right consumer at the right time with the right message is the challenge that keeps digital marketers up at night. How do you even begin to think about breaking through the noise?
While there are many variables that create a robust social media marketing strategy, one thing is obvious: You must understand your consumers so you can communicate with them effectively.
The best way to do this? Consumer insights research! Without the fundamental understanding of your consumers, you may be showing them ads that don’t speak to the real reasons they would be interested in your product or service.
While working with a startup selling women’s intimates, we utilized the 3Q Strategy team to run a comprehensive survey, resulting in a better understanding of the customer motivations and decision criteria and the competitive pressures of the client’s business.
The 3Q Strategy team developed a survey to dig into customers’ thoughts and feelings about the brand and learn their motivations behind buying the product. There were nearly 200 responses submitted to questions ranging from basic demographic data to details about the customers’ bond with the company, their past purchase experiences, and competitive advantages of our client’s products.
The survey resulted in the understanding of the consumer journey, in-depth demographic data, purchase frequency, and many other snippets of useful information. The survey also identified three main consumer profiles to target in our digital marketing strategy:
- Impressed by Innovation (looking for an innovative product design)
- Motivated by Value (values a good price and quality product)
- Curvy Millennial (looking for a brand that has her size and fits well)
With these findings, we devised a comprehensive creative test on Facebook to see which message strategy most resonated with our target market. We achieved this mainly with ad copy and overlay text on images.
After two weeks of running the test, we found that “Value Theme” was much more effective at driving purchases than “Innovation Theme”. “Value Theme” also had a much lower CPA and much higher CVR than “Innovation Theme”. Furthermore, we were able to engage a much younger audience than ever before with our “Curvy Millennial Theme.” Before the test, the client’s audience was mainly 45+; it was amazing to see such quick results with a younger demographic just by changing our messaging strategy.
All in all, investing the time and money to truly understand your consumers will give your business many snippets of useful information and can help drive creative strategy – showing the right people the right message at the right time!