A report from PointRoll found that 97 percent of companies believe audience targeting is critical to the success of their web marketing campaigns.

As companies look to tailor their new media marketing campaigns to reach their desired audiences, targeting capability becomes increasingly important. According to PointRoll, 97 percent of companies say the ability to target their audiences effectively is critical to the direction and success of their campaigns. 

Whether it’s a content marketing campaign or paid search strategy, businesses looking to drive web conversions must ensure that their content is developed for the audiences they hope to reach. Those using blog or news content marketing to generate traffic and leads must be especially focused on creating copy that covers the right subjects with the correct tone and style. Developing an editorial brief that defines desired readers is an effective method of improving targeting.

Despite reported focus on targeting, 17 percent of companies believe they are missing out on conversion opportunities because they are not reaching the right audiences. Others have struggled in the past, but 49 percent said they are excited about the direction their targeting efforts are moving in.

Brafton has reported that companies using content marketing are especially focused on improving their targeting when developing their articles or blog posts, which necessitates thorough audience research before publication and regular analytics to find impactful content. The Association of Online Publishers found audience targeting was a top priority for content creators near the start of 2012, however, 86 percent said they needed to better leverage data to make informed targeting decisions.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.