OUR APPROACH
Our methodical approach to campaign
architecture focuses on segmentation
and specificity to foster measurable,
repeatable success.

Behavior-Based Audience Segmentation

Although social media networks offer a wide variety of user targeting parameters to choose from, the most accurate data is that which you generate yourself. Targeting based on demographic, psychographic, or other personal characteristics are often based on probability—they represent the platform’s best guess about how well a user fits a given targeting parameter.

While the accuracy of probabilistic methods continues to improve, our approach seeks to apply deterministic targeting parameters whenever possible.

Because they are based on individual users’ actions, deterministic targeting parameters are more accurate and can tell advertisers much more about a user than comparable probabilistic data. They convey key insights about the type of ad creative or messaging any given user is most likely to respond to in the context of recent actions.
Figure 1. Example of behavior-based audience segmentation pathway.
Flow chart detailing how customers react to ads.
Performance based marketing graphic.
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Maximizing Ad Specificity

Many online ads are irrelevant and thus seem annoying and invasive. Generally, this is not due to intrinsic annoyingness on the part of the ads themselves, but rather to a lack of context. When someone describes an ad as annoying, what they really mean is that it does not pertain to them.
In our discovery process, we aim to clearly define a brand’s distinct buyer personas, then concretely articulate the value proposition that best speaks to each groups’ respective wants and needs. Using the granular targeting capabilities of today’s digital media platforms, we can then tailor each campaign’s messaging to the specific persona it is intended for, improving its relevance to its audience—and maximizing return on ad spend for our clients.
FIGURE 2. PERSONA-BASED TARGETING SPECIFICTY.
3 main types of customers are: methodical, emotional, and spontaneous. The types are displayed horizontally.
3 main types of customers are: methodical, emotional, and spontaneous. The types are displayed vertically.
In addition to their buyer persona, a user’s position in a conversion funnel offers a second dimension of specificity against which ads can be further personalized.
FIGURE 3. FUNNEL-BASED TARGETING SPECIFICTY.
The 3 main pillars of marketing are awareness, consideration, and action. Presented horizontally.
The 3 main pillars of marketing are awareness, consideration, and action.
By pairing behavior-based targeting triggers with dynamic ad content, users can be shown ads that are specifically designed to move them toward the next stage of a conversion funnel. Like tailoring ads to suit a user’s buyer persona, this specificity again serves to improve each ad’s relevance, with positive downstream effects on conversion rates and return on ad spend.
FIGURE 4. COMBINING PERSONA-BASED TARGETING WITH FUNNEL-BASED TARGETING.
Marketing graph displaying awareness, consideration, and action as metrics.
Marketing graph displaying awareness, consideration, and action as metrics.

ADDITIONAL READING Audience Segmentation in Direct Response Advertising

As with any medium, direct response marketers have had to adapt to remain competitive. Applying advanced audience segmentation tactics to their campaigns is one of the ways they have found success in the evolving digital landscape.

In this piece, we explore the latest trends shaping direct response campaigns and examine how marketers can adapt their strategies in response to them.

Read the full article

ADDITIONAL READING Building Dynamic Sales Funnels for Leica Camera AG

Leica Camera offers specialized camera models for nearly every photographer in the luxury segment, from affluent hobbyists to working professionals. Their e-commerce campaigns needed to speak to each segment’s unique needs while delivering a unified brand experience.

Learn more about how Kobe Media helped Leica reimagine its direct-to-consumer ad campaigns.

Read the case study

OUR PROCESS We systematically incorporate insights from industry trends, competitive analyses, and market research to inspire innovative media strategies.

Kobe Media’s onboarding workflow begins with a rigorous discovery component that equips our team with the industry knowledge required to lead with advice throughout the remainder of every engagement.

By cultivating this understanding early on, we can work alongside our clients’ marketing teams in a fully integrated capacity—thereby offering seamless client experiences that drive lasting organizational impact.

Discovery Understanding your company, brand, customers, industry dynamics, and objectives
Research Preparing competitor analyses, evaluating industry trends, and conducting market research for use in a holistic marketing plan
Marketing Plan Developing a holistic strategy based on our research and insights
Campaign Development Structuring your ad accounts to facilitate ongoing split tests and future scalability
Creative Development Structuring your ad accounts to facilitate ongoing split tests and future scalability
Campaign Launch Performing a final review all campaign artwork, ad copy, targeting parameters, and budgets prior to campaign launch
Iteration & Optimization Monitoring campaign data, distributing reports, and holding weekly calls to discuss adjustments and keep you updated
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Performance Reporting

We provide transparent, fully customizable, real time reporting through our proprietary dashboard in addition to interval-based reports at the frequency of our clients’ choosing. Like our campaigns, our reports are tailored specifically to reflect the key business objectives of each client’s unique situation, ensuring that they contain key performance overviews alongside actionable, value-added, insights in an easily digestible format.
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