How Do Marketing Managers Adapt Campaigns to Their Target Audience's Evolving Needs?

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    B2C Brief

    How Do Marketing Managers Adapt Campaigns to Their Target Audience's Evolving Needs?

    Marketing Managers face the challenge of continuously adapting campaigns to meet the dynamic needs of their audience. From leveraging data-driven adjustments to creating relatable content for engagement, discover the diverse strategies employed by ten industry professionals, including Email Marketing Managers and Marketing Managers, to keep their campaigns resonant and effective.

    • Leverage Data-Driven Campaign Adjustments
    • Modify Messaging for Market Changes
    • Personalize Campaigns With Market Feedback
    • Stay Informed on Travel Market Trends
    • Highlight Affordable Sustainable Products
    • Monitor Trends With Analytical Tools
    • Adapt Strategy With Quick Data Analysis
    • Focus on Value in Continuing Education
    • Educate the Audience on Your Unique Product
    • Create Relatable Content for Engagement

    Leverage Data-Driven Campaign Adjustments

    By leveraging data, a marketing manager can analyze customer data and identify patterns or changes in audience behavior.

    When you use data-driven insights to make informed decisions about campaign adjustments, such as adding another email to a campaign for a specific segment or creating/eliminating another touchpoint.

    Katie Kinsley, Email Marketing Manager, Moore Digital

    Modify Messaging for Market Changes

    As a Marketing Manager for our SaaS startup specializing in AI solutions for e-commerce, adapting to our target audience's changing needs is imperative. Recently, a competitor shutting down its operations prompted us to swiftly change our messaging across our website, social media posts, emails, etc. We started highlighting our unique features and talked about the features that the competitor lacked.

    Also, because our target audience is vast, we adapt our messaging to resonate with a specific segment. For example, in October-November, we reached out to US apparel retailers selling clothes and stationery for kids with 'Back-to-School marketing strategies.' Marketers must understand that educational content always works better than blatant promotions of your product.

    Debarpita Sen, Marketing Manager, Saara Inc

    Personalize Campaigns With Market Feedback

    I personalized adapting a campaign to align with the changing needs of our target audience. Reflecting on my own experiences, I actively kept tabs on market trends and sought feedback from our audience through surveys and social media engagement.

    I used data analytics to gain insights into the evolving behaviors of consumers. Collaborating with the creative team, I tailored messaging and visuals to resonate with the current sentiments of our audience.

    At our company, we prioritize adaptability, allowing us to make real-time adjustments to the campaign based on the dynamic needs of our target demographic. This personalized and flexible approach ensured continued relevance and contributed to heightened engagement and positive outcomes for the campaign, reflecting the value of my journey and expertise in the process.

    Nick Edwards, Managing Director, Snowfinders

    Stay Informed on Travel Market Trends

    In the travel sector, marketing managers must stay informed about current events. For example, Thailand has just started visa-free travel for Indian tourists from November 10, 2023, to May 24, 2024. If an airline begins direct flights to a particular destination, it leads to increased demand among travelers. These insights drive travel marketing managers to make informed marketing decisions.

    Having a fine-tuned understanding of who you are selling your products or services to define your marketing strategies. You need to understand the market, the demand, your ideal customer profile, their pain points, challenges, and emotional drivers. Having a clear understanding of these points can help you strategize your campaigns. It further helps you target an audience whose demographics and interests align with your brand.

    Shreya Patel, Marketing Manager, Lowest Flight Fares

    Highlight Affordable Sustainable Products

    As an e-commerce marketing manager, we created a campaign targeting Gen Z for sustainable clothing. We started our campaign by highlighting the environmental advantages of using organic materials and ethical production. However, after monitoring social media and conducting customer surveys, we found that people's priorities had changed. While they still cared about the environment, affordability, and financial practicality became more crucial.

    We proactively adapted to the change by emphasizing the cost-saving aspects of sustainable clothing, expanding the product range with more affordable basics and essentials, collaborating with relatable Gen Z fashion influencers, and introducing EMI payment options.

    It resulted in a significant increase in sales of our new budget-friendly lines and pre-loved items. Engagement on social media and website traffic from Gen Z audiences spiked, with many commenting on the relatable messaging and practical approach to sustainable clothing.

    Fahad Khan, Digital Marketing Manager, Ubuy India

    Monitor Trends With Analytical Tools

    In digital marketing, keeping track of trends and industry- or sector-related events is crucial—when we run long-term campaigns for clients, we constantly monitor for trends or any updates that will affect audience interests.

    Tools like Google Trends or Mangools are great for this purpose. This means that when interests shift, we've planned ahead and are prepped to update campaigns and content in line with developments.

    Andy Jessop, Head of Content,

    Adapt Strategy With Quick Data Analysis

    At Indian Ad Divas, we're all about beauty and style. Our line includes beauty products and fashion accessories that bring out the diva in every woman. Adapting campaigns to evolving target audience needs is crucial for our sustained success. In a recent campaign, I dove into data analytics, discovering a 20% shift in consumer preferences. Quick surveys and social media chats revealed the evolving needs of our customers.

    We swiftly adjusted our strategy and the result? A cool 30% boost in engagement and a 15% uptick in sales. Staying close to our audience, we fine-tuned messaging and product tweaks on the fly.

    Tech played a big role. Personalized strategies? That meant a 25% increase in conversion rates. Being agile and customer-focused delivered results and a whopping 40% revenue spike. Lesson learned: Flexibility and listening pay off big time.

    Wajendhar Kulkarni, Founder, Indian Ad Divas

    Focus on Value in Continuing Education

    When we realized that most Radiologic Technologists felt like they were overpaying for continuing education and that most of the testing methods were outdated, we decided that our entire marketing campaign would be centered on two things.

    First, all 24 Category “A” CEs would be offered at the lowest price in the industry, and second, we would provide Technologists with a more engaging approach to earning those credits. We did this by creating podcast episodes, positioning and procedures videos, and the ability to complete their exams online.

    The rate at which they received their results was important too, so we made it possible for their score to show immediately upon completion.

    Lazar Lazarovski, President, RadTechCredits

    Educate the Audience on Your Unique Product

    The target audience is always one of the most essential parts of a brand, and keeping up with their changing needs sets the base of our campaign.

    Being a company that produces an Indian Agave Spirit often compared to Tequila, our marketing campaigns have been adapted to educate our audience and understand what our audience wants in terms of the flavors of the spirit, the cocktails, and everything around it.

    We collaborate with bars and the best bartenders, which helps us make the audience understand the spirits when drunk in cocktails, and we hold tastings, which enables us to educate the consumer solely about the agave spirit.

    Shreya Kohli, Assistant Marketing Manager

    Create Relatable Content for Engagement

    With content, there's only one thing that truly matters: relatability. If you can resonate with a person's daily thoughts, feelings, circumstances, and situations, then you're not just reaching an audience — you're engaging with loyal viewers.

    Pragya Sachdeva, Marketing Manager, SoulUp