Are you a marketer in the alcohol industry? Let’s talk about how you can use Social Intelligence for data-driven targeting to take your alcohol ads to the next level.
For alcohol brands, developing and executing effective social media marketing campaigns can be tricky. Globally, alcohol brands need to age gate their marketing efforts, leaving them with a limited audience of viewers that have confirmed they are over the legal drinking age. With stronger age restrictions online, once users have verified that they are above the legal drinking age, digital marketers can then be more creative with their efforts. This is why more and more alcohol brands are moving their marketing budgets from traditional advertising efforts to digital advertising. In fact, according to a recent article in Adweek, the annual digital budget for alcohol brands have increased as much as 50%. Digital marketing efforts have increased exponentially in the past few years alone.
With Social Intelligence, marketers can now create more targeted online alcohol ads to appropriate audiences, based on social data including age, location, gender, interests, and much more. These valuable demographic insights provide brands with the data they need to confirm their audience is above the legal drinking age before targeting them. For example, let’s say your beer brand has a billboard at a local baseball field. If there’s tee-ball game going on at this same field, then your accidental audience will be a large group of children who will look up and see giant beer billboard that says “Drink Responsibly”. When it comes to digital marketing, marketers are almost in complete control; they can deliver their messaging and advertising to the right audience, with far less guesswork than traditional advertising channels.
Geotargeted Alcohol Ads
Today, alcohol brands can use Social Intelligence to see where the mentions about their brands are coming from. Synthesio, in particular, can find users based on country, region, city, etc. Learn more here.
Brands can use this social data in their everyday business decisions, and marketers can run advertising campaigns that specifically target those locations.
In planning the successful Instagram ad below, Titos Vodka probably did some data analysis of their own to find that either A) they had a large following in New York City or B) they saw New York City as a location that they could improve in.
Target by Demographics
Social Intelligence can show you valuable audience demographic insights like age, gender, interests, job and marital and family status information for your brand’s online audience. This will provide you with the necessary foundation for targeting the right audience in your upcoming marketing campaigns.
Target by Interests
How well do you know what your audience’s interests are? Are they sports fans? Should you target them with ad campaigns around the upcoming football events? Or do they love pop music and can be found at Lady Gaga’s Joanne Tour? These are all things to think about when brainstorming with your marketing team.
Personalize Your Alcohol Ads
According to Forrester Research, a whopping 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
Consumers want to see relevant content that is meaningful to them. When marketers perform preliminary research about their audience, they are able to create a connection and provide their potential customers with value. Personally, I wouldn’t want to see numerous ads about topics that don’t interest me; that’s a waste of my time and the company’s marketing budget.
In an Infosys report, 59% of shoppers who have experienced personalization believe it has a noticeable influence on purchasing. Make the most of your marketing budget by measuring audience data and finding key insights that will steer personalization for your upcoming marketing campaigns.
Want to learn more about your audience through sophisticated social analytics? Request a demo below to see our leading global Social Intelligence platform in action.