At the same time, 86% of women check out social networks before buying.

Social media marketing is considered one of the most effective channels across the three stages of the customer journey (pre-purchase, during and post-purchase). It is seen as the most unifying for conversions and repeat purchases. According to CMO, a magazine for marketing managers, 87% of total marketing budgets should be allocated to digital by 2022!

Targeting is key to achieving ROI. According to research conducted by Digital Connections, 49% of people will ignore a brand that bombards them with advertising or that they consider irrelevant, while 36% of respondents are more likely to buy products from a brand that sends them personalized messages. It has become necessary to develop highly targeted campaigns on social networks.

To perfectly target consumers in your campaigns, social media platforms, with the help of data science, have developed extremely fine targeting tools that allow for communication tailored to the targets reached, whether they are ultra-large audiences of several million people or niche micro-communities. The targeting criteria allow, for example, to reach people on the basis of their interests, to retarget your site visitors (all the traffic or that of certain specific pages), people who have engaged with your content, or even to import your customer databases (active or inactive). A precise media planning driven by a knowledgeable traffic manager will allow you to determine the daily advertising budgets and to direct them according to the daily results.

Formats and content are of paramount importance to maximize the effectiveness of campaigns, making them more impactful and original. And all platforms today allow you to broadcast your messages (Facebook, Instagram, Pinterest, Snapchat, Linkedin...) to reach your different targets.

Hyper-targeting ultimately allows you to solicit prospects less, or at least to reach them better. The latter will therefore be more sensitive to your advertisements which present a real added value for them. Hyper-targeted ads are not perceived as aggressive or intrusive. Your communication will be clearer and you will improve the image of your brand. By opting for hyper-targeted advertising, your results will be much better!

 The power of hyper-targeting audiences:

• Core audiences are Facebook's basic targeting options for advertisers. The options available are demographic, geographic, interest and behavioral targeting.
•  Custom audiences are audiences created from existing web data. These audiences can be created via Facebook Pixel (website tracking code) or by importing your own contact lists (email addresses or phone numbers).
•  Lookalike audiences allow advertisers to find people who share similar characteristics (job, page likes, demographics) with their existing customers. Like Google's similar audience feature, this option is ideal for expanding your audience if you think you're reaching your limits.

The benefits of hyper-targeting

• To conclude, the benefits of hyper-targeting are :
• Prospects are less solicited on hyper-niche offers tailored to their specific intentions;
• They are informed about products and services that are of real value to them;
• Hyper-targeted ads are not perceived as aggressive or intrusive;
• The communication channel is clear and brand awareness benefits;
• The return on investment is controlled.

Finally, consumers will love Internet advertising! And you will like to advertise.