Tribal targeting is a success story, because it follows and takes into account personal desires and needs – both are very powerful feelings. In internet it is possible to achieve a targeting success rate up to 90%.
Tribal targeting fits internet better than other mediums because of small and medium-size specific websites. It is well executable in internet because of ad networks that join those websites into one bigger (but still specific/tribal-based) advertising channel.
7 things you should know about tribal targeting
- One person belongs to many tribes at the same time. For example, a person can easily belong to business, fathers, Audi owners, divers and so on at the same time.
- People can change their tribe packages. For example, one day you drive a Ford, so you belong to the Ford owners’ tribe and then you change your car to Audi, becoming a member of the Audi tribe.
- Usually, people do not keep a list of the tribes they belong to. But it does not mean that they don’t belong to tribes at all. If you identify yourself with some tribe, then the tribal targeting usually works better, but we should also never underestimate a person’s subconsciousness.
- There are tribes where you belong to and there are tribes where you desire to belong to. For example, the fact that you desire to sail around the world already makes you a part of the “sail around the world” tribe.
- There are tribes that “live” only for a day and there are tribes that “live” for years. For example, you are a mother or father as long as you live, but hungry only till you have found a place to eat.
- There are tribes where you choose to be and there are tribes where you just happen to belong to. For example, if your car breaks down on the road, you belong to the “help needed” tribe, but you do not belong to that tribe voluntarily and hopefully you belong there for as short a while as possible. So there are tribes where you do not want to belong to, but you do (at least for a while).
- Socio-demographic groups are nothing more than subconscious tribes. We should not underestimate those tribes (see point 3), but we should not focus too much on them either (see once again point 3).