Ifyou offer products or services which are specific to an audience with adistinctive or common customer profile, vertical marketing delivers more bangfor buck.
Anygroup of individuals who share special requirements or preferences are morelikely to respond to ads that use ‘industryspeak’ or relevant imagery. A vertical market can be very idiosyncratic (barrel-makers sell to brewers), butoften they are more circumstantial (on a hot day everyone wants ice cream).
Whether you sell barrels or Ben & Jerry’s it’s importantto recognise that vertical marketing is a precision instrument designed toresonate with specific groups. Three tailor-made campaigns designed to targetdifferent groups with different needs will produce better results than onecatch-all campaign aimed at everyone.
- SEARCH ENGINE OPTIMISATION: Google tries to provide the searcher with the most relevant results possible. This is good news for manufacturers and specialist retailers who can maintain an undiluted narrative on their website.
- LOCAL & TRADE PRESS: Advertising inner tubes in a cycling magazine will obviously yield a higher response than mainstream publications ever would. However, regional publications are by definition aimed at vertical groups – their single defining characteristic being a common locality. Shops, taxis, restaurants and many other services benefit from vertical marketing in local publications.
- EMAIL CAMPAIGNS: With permission granted, your self-elect database is the perfect vehicle for some sophisticated next-level vertical marketing. Segmenting the database and paying close attention to behaviour (CTR, image engagement, etc.) will increase conversion rates.