5 Ways to Nail Advertising to Diverse Audience Groups in 2024

One of the paramount challenges advertisers face today is navigating the complexities of targeting diverse audience groups. No, we are not talking about consumers being more diverse and segmented than ever before, spanning different demographics, interests, and behaviors. These are challenges marketers have been thinking about for years now.

Today’s prominent nuance in advertising to varied audiences has to do with inclusivity. A previous Google survey concluded that 64% of consumers tend to convert to ads that show considerable diversity. This percentage is even higher within different niche consumer groups. Advertisers now struggle with broad-stroke campaigns that may fail to engage specific audience segments, not because they haven’t segmented audiences properly, but rather due to inefficiencies in inclusive strategies.

Inefficiencies in scaling up ads often stem up too, due to the manual effort and time required to design, deploy, and analyze multiple variations, leading to a pervasive lethargy. Other challenges in performance marketing that will remain in the coming years are efficient bid and budget management, as well as keeping up with trends that come as quickly as they fleet away.

To give you an idea of what lies ahead, we’ve identified five strategies to nail advertising for diverse audience groups in 2024.

Treat Multicultural Marketing as Business-as-usual Marketing

Yes, we know that sounds counter-intuitive. Multicultural marketing has been long considered a specialized subset, delegated to occasional campaigns or special segments. However, curating strategies around multicultural segments forces marketers into silos where they feel they have to create a specific asset for specific groups. It’s this barrier that needs to be broken down to embrace inclusive marketing.

Integrate multicultural marketing principles into every phase of your campaign strategy, from the brainstorming stage to execution. Evaluate campaigns based on diversity, equity and inclusion objectives. By mainstreaming multicultural considerations, you create a more holistic approach that resonates with a wider, but still diverse, audience. When inclusivity is embedded into the very fabric of your marketing, it doesn’t feel forced or superficial. Instead, it comes across as authentic, which is crucial for brand loyalty and business growth.

Even when using data analytics tools to analyze audience behavior, set broad regional targets to understand the diverse groups as a whole. This is where tools like Pixis can be utilized. With Pixis AI, you can segment audiences based on KPIs that measure the success of inclusive marketing, and gain smart insights into buyer personas to guide your campaigns.

Scaling Ad Assets

Scaling ad assets has traditionally been a daunting task for brands, largely due to the significant time and labor required to create and adapt diverse content across multiple platforms and audience segments. This hesitancy has often limited the reach and effectiveness of marketing campaigns.

However, with the advent of generative AI products, creating multiple variations of data-backed personalized ads has become substantially more manageable. Take advantage of such tools to scale up marketing efforts to reach newer audience groups.

An AI infrastructure such as Pixis can tailor large content sets based on user data, preferences, and behaviors, ensuring each segment receives relevant and engaging messages. Additionally, it continuously and autonomously A/B tests and refines different messages, formats, and channels at scale, ensuring your content is inclusive of all audience groups.  The result is a “golden egg-laying goose,” enabling you to scale your advertising efforts efficiently and cost-effectively while maintaining high levels of relevance and engagement.

Follow the Historical Data

Often, marketers overlook the fact that they’re already sitting on a goldmine of answers embedded in complex, confusing data that is difficult to sift through as it can be fragmented across different platforms, and believe they need to start from scratch. By auditing past efforts, marketers can understand the different messages that have resonated with diverse audience groups, and utilize that data to create more inclusive campaigns.

Particularly when advertising to diverse groups, leveraging AI to go back through historical data helps marketers understand what strategies have worked and what should be discarded. This not only saves time and substantial funds but also provides a clear, data-driven foundation for more effective and inclusive campaigns.

Pixis adopts this approach and integrates with diverse attribution tools from the get-go, auditing past efforts with the aid of AI models during its learning phase. This helps avoid redundant efforts and optimizes future tactics, ensuring their campaigns are inclusive and resonate more deeply with diverse audience segments as soon as they are deployed.

Intelligent Bid and Budgeting

A crucial component of nailing advertising to varied audience groups is effective bid management and budgeting. Proper allocation of resources ensures that campaigns are not only reaching the right audience but also doing so efficiently. Mismanaged bids and budgets can lead to overspending on low-performing segments or under-investing in high-converting ones. You need to set and constantly adjust bids based on real-time performance data and market conditions to maximize their return on investment (ROI).

With advanced AI algorithms, you can optimize bids in real-time, adjusting them based on factors like the likelihood of conversion and competition levels. Pixis allows marketers to transparently track key metrics such as cost per acquisition (CPA), return on ad spend (ROAS), and overall conversion rates, and adjust bids or reallocate budget to higher-performing segments.

Take Advantage of Trends in Real-Time

With diverse audience groups comes the unique challenge of keeping your finger on the pulse of all the trends, as different trends appeal to different segments, whether they be cultural events, social media challenges, or breaking news. Staying abreast of these varied interests can be daunting, but it is essential for timely and effective marketing. Real-time marketing can significantly boost engagement by aligning your message with current consumer interests relative to each audience segment.

Leveraging historical context and utilizing advanced products that track and serve these trends in real time can make a significant difference. AI-powered tools can monitor social media conversations, search queries, and consumer behaviors, offering insights into emerging trends relevant to each audience group. By capitalizing on these demand spikes early, marketers can optimize their ad spend before prices surge, thereby maximizing engagement and ROI. This proactive approach ensures that marketing campaigns remain relevant, resonant, and cost-effective across all audience segments.

Overwhelmed? It seems there is a lot to do if you want to nail advertising to varied audience groups. However, there are intelligent solutions you can utilize to assist in building the strategies highlighted above.

Want to know more about how Pixis AI can help you nail advertising to varied audience groups? Follow us on LinkedIn, or book a free demo.