Customer Targeting Strategies: How to Find and Engage Your Ideal Audience

If you’re still relying on the same old targeting tactics from five years ago (we see you broad demographics and generic email blasts) you’re leaving dollars on the table. 

Customers expect more now. And guess what? The ecommerce brands delivering that “more” are winning big.

In fact, companies that use advanced targeting strategies see 60% higher conversion rates compared to those that don’t. Why? Because they’re not just assuming they know what their audience wants – they know.

And that’s what we are going to talk about here. But…this isn’t your typical “define your audience” post. We’re diving into strategies that push beyond the basics, using real-time data, predictive analytics, and omnichannel precision to help you connect with your customers. 

Let’s get into it.

Customer Targeting: The Evolution from Basic to Advanced

Remember when knowing your customer’s age, gender, and location felt like enough? Back then, simply tossing up a campaign for “women, 25-34, interested in fitness” seemed cutting-edge. 

Spoiler alert: it’s not anymore.

Traditional targeting tactics just don’t cut it. They’re too vague, too slow, and let’s be real, they miss what really matters: behavior. 

Advanced marketers know it’s no longer about who your customers are…it’s about what they do.

That’s where advanced targeting comes in. 

Good marketers have moved onto real-time data, behavioral insights, and AI-driven segmentation. They’ve moved from “one-size-fits-all” campaigns to strategies that feel tailor-made for customers.

Here’s why this shift matters to you:

• Your competitors are doing it. Advanced targeting is basically table stakes in 2024.
• Today’s customers expect personalization. Anything less feels lazy (and they won’t hesitate to bounce).
• It’s a conversion booster. The brands that get this right see higher ROI, deeper engagement, and happier customers who keep coming back.

If you’re still relying on old-school methods, it’s time to knock it off and level up. 

So, let’s break down how to build strategies that actually work in the next section.

The Foundation: Knowing Your Ideal Customer Profile (ICP)

Before you can create an effective customer targeting strategy, you need to know exactly who you’re targeting. And no, “millennials who like coffee” isn’t cutting it anymore. 

Your Ideal Customer Profile (ICP) goes way deeper than just demographics. It’s about understanding behaviors, needs, and the problems your customers want solved.

1. Go Beyond the Basics

Sure, start with the basics like age, location, and income, but don’t stop there. A great ICP includes:

• Pain points: What challenges are they facing that your product solves?
• Buying behavior: Do they prefer discounts? Are they impulse buyers or slow decision-makers?
• Motivations: What drives their purchase decisions? Convenience, quality, or something else?

2. Use First-Party Data and Customer Feedback

Your ICP isn’t something you pull out of thin air. Use the data you already have:

• Analyze customer purchase history, browsing habits, and loyalty trends.
• Send surveys or gather feedback directly from customers. Tools like Typeform or Google Forms make this easy.
• Dive into your CRM to spot patterns. Look for traits that your best customers have in common.

3. Leverage Tools to Map Your ICP

Creating a detailed ICP is easier with the right tools.

• Visitor Identification Tools: Tools like Customers.ai can analyze visitor behavior to identify high-value segments.
• Segmentation Tools: Platforms like HubSpot and Klaviyo help you break down your audience into actionable groups.
• Visualization Tools: Tools like Funnelytics let you map out customer journeys tied to specific ICPs, giving you a clear picture of how they interact with your brand.

Your ICP isn’t just a profile. Nail this and everything else (ads, emails, offers) becomes sharper, smarter, and way more effective. 

Ready to start segmenting? Let’s look at five customer targeting strategies.

1. Behavioral Segmentation: Targeting Based on What Customers Do

Knowing who your customers are is great but knowing what they do? That’s where the good stuff happens! 

Behavioral segmentation takes your targeting to the next level by focusing on customer actions. Things like how they interact with your site, what they buy, and even what they don’t buy.

What is Behavioral Segmentation?

It’s exactly what it sounds like: grouping your audience based on their behaviors instead of just demographics. Think about it…would you send the same email to someone who abandoned their cart as you would to someone who’s a repeat buyer? Nope!

Behavioral segmentation ensures your campaigns are relevant, timely, and way more likely to convert.

Examples for Ecommerce:

Here are some common behavioral segments and how you can use them:

• High-Spend vs. Low-Spend Customers
  • High-spend customers: Reward them with exclusive offers or early access to sales.
  • Low-spend customers: Tempt them with discounts or bundles to increase average order value.
• Repeat Buyers vs. First-Time Visitors
  • Repeat buyers: Build loyalty with VIP programs or personalized recommendations.
  • First-time visitors: Welcome them with a discount or a “why shop with us” email.
• Cart Abandoners and Wishlist Creators
  • Cart abandoners: Hit them with a friendly reminder email, throw in free shipping, or offer a time-sensitive discount.
  • Wishlist creators: Send alerts when their saved items go on sale or when stock is running low.

Customer Targeting Strategies to Engage Each Behavioral Group

Once you’ve identified your segments, it’s time to craft campaigns that speak to them directly:

• Use Dynamic Content: Tailor your emails, ads, and website experiences based on behavior.
• Set Up Trigger-Based Emails: For example, send an automated email when someone abandons their cart or makes a second purchase.
• Personalize Your Offers: Use behavioral data to craft promotions that feel like they were made just for that customer.

The goal of behavioral segmentation is to work smarter. When you understand what makes your customers tick, you can deliver the kind of experiences that keep them coming back (and spending more). 

Let’s talk real-time personalization in the next section.

2. Real-Time Personalization: The Key to Engaging in the Moment

Real-time personalization offers you a chance to connect with customers in the exact moment they’re ready to engage. By using customer data in real time, you can create experiences that feel tailor-made and impossible to ignore.

How to Use Customer Data for Real-Time Personalization

It starts with capturing data as customers interact with your site – think browsing behavior, location, or even cart activity. 

With this data, you can serve up personalized offers, recommendations, or messages that feel instant and relevant. The goal? Anticipate their needs before they even realize them.

Tactics for Ecommerce:

Here are some killer ways to put real-time personalization into action:

• Dynamic Product Recommendations
  Show customers products they’re most likely to love based on their browsing or purchase history. For example, if they’re looking at running shoes, recommend a best-selling pair or complementary gear like socks or water bottles.
• Location-Based Offers
  Use geolocation to tailor promotions. Visitors from warm climates? Highlight your summer collection. In colder regions? Show them winter gear or offer free shipping to their area.
• Personalized Pop-Ups
  Trigger pop-ups based on behavior.
  • For first-time visitors: Offer a welcome discount.
  • For cart abandoners: Pop up with an extra incentive, like free shipping if they complete their purchase.
  • For frequent visitors: Highlight new arrivals in categories they’ve browsed.

Tools That Make Real-Time Personalization Seamless

You don’t have to do this manually (because who has time for that?). Use tools like:

• Customers.ai: Real-time visitor identification and contact enrichment.
• Dynamic Yield: Advanced AI-powered personalization for ecommerce sites.
• OptinMonster: Great for behavior-triggered pop-ups and on-site targeting.
• Klaviyo: Perfect for personalized email and SMS campaigns tied to real-time site actions.

Real-time personalization offers the kind of experience that builds loyalty and drives conversions. 

Ready to take it omnichannel? Let’s explore that next.

3. Omnichannel Targeting: Reaching Customers Wherever They Are

Your customers aren’t just hanging out in one spot. They’re scrolling Tiktok, checking emails, reading texts, and sometimes, if you’re lucky, browsing your site. 

To really connect with them, you need to be everywhere they are. That’s where omnichannel targeting comes in.

Why Omnichannel Matters for Ecommerce

Gone are the days of relying on a single channel to drive sales. Today’s customers expect brands to show up consistently across every platform they use. And when done right, omnichannel strategies lead to 23x higher customer satisfaction and better ROI. Not bad, right?

For ecommerce, this means:

• Email: Sending personalized offers and order updates.
• SMS: Delivering time-sensitive promotions and cart reminders.
• Social: Running retargeting ads or engaging organically.
• Paid Ads: Reaching them wherever they browse, from Google to YouTube.

Targeting Strategies for Creating a Seamless Omnichannel Experience

Unified Messaging Across Platforms

Your customers should feel like they’re talking to the same brand, whether they’re opening an email or seeing an Instagram ad. Use consistent branding, tone, and visuals to tie everything together. 

Pro tip: Sync your messaging so one platform picks up where another left off (e.g., retargeting cart abandoners from email to social).

Channel-Specific Personalization

Don’t just copy-paste your campaigns across channels. Tailor your message to fit the context:

• On email: Share detailed product recommendations.
• On SMS: Keep it short and sweet, like “Don’t miss 15% off—ends tonight!”
• On social: Use visuals that grab attention and match their browsing history.

Omnichannel targeting is all about creating a cohesive, personalized experience that meets your customers wherever they are. 

Ready to get even smarter? Let’s dive into predictive targeting next.

4. Predictive Targeting: Using AI to Anticipate Customer Needs

Imagine knowing what your customers want before they even realize it. That’s the power of predictive targeting! 

By analyzing past behaviors and patterns, AI can help you anticipate customer needs and take action at the perfect moment to boost engagement and conversions.

How Predictive Analytics Works in Customer Targeting

Predictive targeting uses machine learning and AI to analyze customer data like browsing history, purchase behavior, and engagement metrics, and identify trends. 

From there, it forecasts future actions, such as what products a customer is likely to buy or when they might disengage. This allows you to create campaigns that feel perfectly timed and personalized.

Examples of Predictive Targeting in Ecommerce

Here’s how predictive targeting plays out in real-world ecommerce strategies:

• Anticipating Product Needs: If a customer browses winter coats, predictive analytics might suggest they’re likely to buy boots or scarves next. Using this insight, you can offer product recommendations or bundles tailored to their shopping habits.
• Predicting Churn Risk: AI can identify customers who haven’t interacted with your site or emails in a while, flagging them as at-risk. With this knowledge, you can send re-engagement campaigns like exclusive discounts or personalized “we miss you” messages before they churn.

Tools to Implement Predictive Targeting

While Customers.ai focuses on identifying visitors and providing actionable demographic insights, other tools specialize in predictive analytics:

• Dynamic Yield: Delivers AI-driven recommendations and targeted campaigns based on customer behavior.
• Bluecore: Perfect for ecommerce brands looking to predict purchase intent and optimize email campaigns.
• Adobe Sensei: Part of Adobe Analytics, it uses machine learning to uncover trends and drive predictive targeting.

Predictive targeting helps you create experiences that feel intuitive, timely, and personal. Pairing Customers.ai with predictive analytics tools can give you the ultimate edge in understanding and engaging your audience. 

Up next: testing and refining these strategies through experimentation.

5. Experimentation: The Role of Testing in Advanced Customer Targeting

Think you’ve nailed your targeting strategy? Think again. 

Advanced customer targeting isn’t a “set it and forget it” game. Testing is where the real wins happen but A/B testing alone won’t cut it anymore. 

To truly optimize, you need to level up your experimentation with multivariate testing and dynamic strategies.

Why A/B Testing Isn’t Enough

Sure, A/B testing is great for comparing two versions of an email subject line or ad creative. But what happens when you want to test multiple elements at once (think headline, image, and CTA)? 

That’s where multivariate testing comes in. It lets you test several variables at the same time, giving you deeper insights into what really resonates with your audience.

How to Test Advanced Targeting Strategies Effectively

Testing isn’t just about trying random things. It’s about being intentional and focused. Here’s how to do it right:

• Dynamic Ad Creatives
  Test different combinations of headlines, images, and CTAs for your ads. For example, create versions of an ad targeting “repeat buyers” with personalized product recommendations, then tweak the messaging to see what drives the highest clicks and conversions.
• Personalized Product Recommendations
  Run experiments to test which types of recommendations work best for different segments. Do customers respond more to “bestsellers” or “new arrivals”? What about “frequently bought together” bundles? Use real-time data to refine as you go.

Tips for Measuring Success and Scaling What Works

Once you’ve run your tests, here’s how to make sense of the results and put them to work:

• Define Clear Metrics: Whether it’s CTR, conversion rate, or revenue per visitor, know what success looks like before you start.
• Look at the Data, Not Just the Winner: Multivariate tests often reveal unexpected insights—pay attention to trends across segments.
• Scale Strategically: Take what works and roll it out across your campaigns, but don’t forget to keep testing. What works today might not work next month.

When you’re constantly refining your approach, you’re able to stay ahead of the game. 

How Customers.ai Helps with Customer Targeting

When it comes to advanced customer targeting, Customers.ai is the ultimate tool for ecommerce marketers looking to gain real-time insights and engage their ideal audience. 

Instead of relying on incomplete data or broad assumptions, Customers.ai gives you the clarity you need to target effectively. 

Here’s how it works and why it’s a must-have.

Real-Time Visitor Identification

Most tools leave you guessing who’s on your site. Customers.ai identifies visitors in real time, turning anonymous traffic into actionable leads.

With details like location, industry, and even past interactions, you’re armed with data that takes the guesswork out of targeting.

Actionable Demographic Data

Customers.ai goes beyond surface-level insights. You’ll get a deep dive into who’s visiting your site, including demographics, behaviors, and preferences. 

This means you can segment and target your audience with precision, delivering campaigns that actually resonate.

Seamless Campaign Integration

Once you know who your visitors are, Customers.ai makes it easy to act on that data. 

Whether you’re running email campaigns, SMS outreach, or paid ads, the insights flow directly into your marketing stack, so you can create hyper-targeted campaigns effortlessly.

Boost Conversions with Smarter Targeting

By knowing exactly who your audience is, you can tailor every touchpoint from personalized pop-ups to follow-up emails. 

Customers.ai helps you connect with your audience at the perfect moment, turning clicks into customers and visits into sales.

If you’re serious about targeting the right audience and driving better ROI, Customers.ai is your go-to. 

Your Blueprint for a Smarter Customer Targeting Strategy

If there’s one takeaway here, it’s this – traditional targeting tactics are holding you back. 

The days of relying on broad demographics or generic campaigns are over and today’s ecommerce success comes from advanced strategies like behavioral segmentation, real-time personalization, and precise customer targeting.

By moving beyond the basics, you’re able to build deeper connections with your audience. Whether it’s engaging cart abandoners with a timely offer, using real-time data to personalize experiences, or leveraging tools like Customers.ai to uncover your ideal audience, the customer targeting  strategies outlined here are designed to help you thrive.

Remember…it’s time to stop guessing and start connecting. It’s time to take action! 

Implement these strategies, invest in the right tools, and watch your conversions climb. 

Ready to get started? Start your free trial of Customers.ai today and see how we can help.

Important Next Steps

• See what targeted outbound marketing is all about. Capture and engage your first 500 website visitor leads with Customers.ai X-Ray website visitor identification for free.
• Talk and learn about sales outreach automation with other growth enthusiasts. Join Customers.ai Island, our Facebook group of 40K marketers and entrepreneurs who are ready to support you.
• Advance your marketing performance with Sales Outreach School, a free tutorial and training area for sales pros and marketers.

Customer Targeting Strategy FAQs

What are customer targeting strategies, and why are they important?

Customer targeting strategies are techniques used to identify, segment, and engage specific groups of customers based on their characteristics, behaviors, and preferences. They are essential because they help businesses focus on the most relevant audiences, improve engagement, and boost conversions by delivering personalized experiences.

How can I improve my customer targeting strategies?

To improve customer targeting strategies, use data-driven insights from tools like demographic trackers or CRM platforms. Incorporate advanced tactics like behavioral segmentation, real-time personalization, and predictive analytics. Continuously test and refine your strategies through A/B or multivariate testing to understand what resonates most with your audience.

What is the difference between basic and advanced customer targeting?

Basic customer targeting relies on broad categories like age, gender, and location. Advanced targeting goes deeper, using real-time data, behavioral insights, and AI-driven segmentation to create more personalized and effective campaigns tailored to specific customer actions and preferences.

Why is segmentation critical in customer targeting strategies?

Segmentation allows you to divide your audience into smaller, more actionable groups based on shared characteristics or behaviors. This makes your campaigns more focused, personalized, and impactful, as you can tailor messaging and offers to the unique needs of each segment.

What are some effective ways to segment customers?

You can segment customers based on:

• Demographics (age, gender, income).
• Behaviors (purchasing habits, browsing activity).
• Interests (hobbies, preferences).
• Geography (location, climate).
• Engagement level (new visitors vs. loyal customers).

How does behavioral segmentation work?

Behavioral segmentation groups customers based on their actions, such as browsing habits, purchase history, or engagement patterns. For example, segmenting cart abandoners allows you to send specific follow-ups, while targeting high-spend customers with loyalty rewards drives retention.

What role does real-time data play in customer targeting?

Real-time data allows businesses to act immediately on customer behaviors, such as offering personalized product recommendations or triggering pop-ups based on browsing activity. It ensures your campaigns are timely, relevant, and more likely to convert.

How do I create a strong Ideal Customer Profile (ICP)?

To create a robust ICP, combine demographic information (age, location, income) with behavioral and psychographic data (values, pain points, purchasing habits). Use tools like CRM platforms and analytics software to gather insights from past customers and refine your profile over time.

What tools are best for customer targeting strategies?

Some popular tools include:

• Customers.ai: For real-time visitor identification.
• HubSpot: For CRM and email segmentation.
• Google Analytics: For demographic and behavioral data.
• Dynamic Yield: For AI-driven personalization.

How does omnichannel targeting improve customer engagement?

Omnichannel targeting ensures your brand is present and consistent across multiple platforms, such as email, SMS, social media, and paid ads. This creates a seamless customer experience, increasing engagement and making it easier to reach customers wherever they are.

What is predictive targeting, and how does it work?

Predictive targeting uses AI to analyze customer data and forecast future actions, such as what products they’re likely to buy or when they might disengage. This allows businesses to proactively create campaigns that anticipate customer needs, improving retention and conversions.

How do I measure the success of my customer targeting strategies?

Measure success by tracking key performance indicators (KPIs) like conversion rates, click-through rates, customer lifetime value, and ROI. Use these metrics to analyze the effectiveness of your campaigns and identify areas for improvement.

Can customer targeting strategies help reduce churn?

Yes, by identifying at-risk customers through behavioral data and predictive analytics, you can implement re-engagement strategies, such as personalized discounts, loyalty rewards, or targeted email campaigns, to reduce churn and retain customers.

What’s the role of personalization in customer targeting?

Personalization is key to effective targeting. By tailoring messages, offers, and experiences to individual customers based on their preferences and behaviors, you can improve engagement, build loyalty, and drive higher conversions.

How do I test my customer targeting strategies effectively?

Use multivariate testing to experiment with multiple variables, such as ad creatives, CTAs, and product recommendations. Focus on specific audience segments, analyze the results, and scale the tactics that perform best.

Why is customer feedback important in targeting strategies?

Customer feedback provides valuable insights into what your audience wants and needs. Use surveys, reviews, and direct interactions to refine your ICP, improve segmentation, and ensure your campaigns resonate with your customers.

How does ethical data collection impact customer targeting?

Ethical data collection builds trust with your audience and ensures compliance with regulations like GDPR and CCPA. By being transparent about how you use data and allowing customers to opt in or out, you can maintain a positive reputation while still leveraging valuable insights.

How can small businesses implement advanced targeting strategies?

Small businesses can start with affordable tools like Google Analytics and free trials of CRM platforms. Focus on collecting first-party data, segmenting your audience, and testing small, personalized campaigns before scaling efforts.

How does customer targeting impact ROI?

Targeting the right audience with the right message at the right time reduces wasted ad spend, improves engagement, and increases conversions. Businesses that implement advanced targeting strategies often see significant ROI improvements due to more effective marketing.