The user: the great unknown

April 25, 2016 Back to blog

Knowing the user is essential for your marketing strategy. During a sale, the main element is the client, above anything. With a good digital strategy, you can gain new users and potential clients. The team must know the target of the action. And the community manager must know the addressee of the content.

Below, we recommend some keys to interact with users and offer the best content in the right moment.

1. Know your user: trying to reach everyone is a mistake. In fact, it is impossible. The most important thing is to create conversations and talk on an individualized level. The motivations and frustrations of your user –not only your target– are key in order to make decisions on contents and on business in general.

2. Find your users: you must carry out an exhaustive study of data. From there, create patterns and start to create a hypothesis. As you advance with these outlines, you will be identifying persons and environments. Surveys are very useful to validate these outlines.

Understanding these patterns will be helpful to create interesting content for your users.

3. Where are the users? Generally, you will find them on Facebook, Twitter or LinkedIn. However, they may have a specific social network like those for mothers, architects, pet lovers, etc.

Another example of a specific social network is Tinder. As the public is already very segmented, addressing the user will be easier.


4. How many types of users are there? It is important to differentiate people in order to choose the right action:

  • – Observers are passive listeners who do not post comments nor share content. They do not express themselves, but they are there.
  • – Creators are active users in social networks and forums. They participate, create and share content. The perfect ally.
  • – Hyperconnected people are key to invigorate the community, create conversations and gain new users. They are on all networks at the same time. From Pinterest to YouTube.
  • – Trolls love to be annoying. Beware of their comments because they are disturbing and can be harmful to your business. They do nothing but bother!
  • – Critics are very active users in social networks. They educate themselves before giving their opinions. But watch out! Their opinions might be different from yours.
  • – Geeks are at the forefront of any new or geeky object in the market. They know about everything, so it is good to spot them.
  • – Connectors are users very appreciated by brands. They love sharing. From news, to content, promotions and discounts. This is very useful to make a name for your business.

Understanding who everyone is and what is happening is crucial to keep a community you have already created, like those of forums.

5. What is the goal of the user? Knowing whether the user has a quality visit and, especially, getting to know what the goal of the user is when visiting our webpage, is very difficult data to obtain. The fact that someone spent a lot of time on a webpage does not mean that they have found what they were looking for.


usuarios Ad-Pure


Users do three different types of searches:

  • – Information searches: they want information.
  • – Transaction searches: they need to buy something.
  • – Surfing searches: they want to surf the internet.


Depending on the users’ type of search, we may conclude whether we can offer them what they are looking for or not.

This is the moment when the user experience comes into play, as it may result in a positive or negative perception of the service, product or device. The user experience is the process carried out by the user when interacting with a product. You can visit the following post to remember some keys about the relationship between the consumer and the product or brand:




Social networks are crucial to knowing where our brand is going and how it will connect with audiences. Major social networks will continue to include new features on their platforms. Following, all the news that will mark the decisions of the brands in social networks this 2017.

[INFOGRAPHIC] Social networks 2017: Everything a brand needs to know in order to obtain an efficient marketing strategy
Read More

Knowing the latest trends in digital marketing will certainly help us establish actions or strategies applied to our business, which will give us greater visibility on the Internet. This will allow us to be able to capture more leads, customers, and ultimately get more sales. 2017 is already here, and with the new year there […]

20 essential news about Digital Marketing for 2017 that every marketer should know
Read More

There exists a phenomenon in the way our brain functions that helps us improve our strategy, like building and reinforcing our audience. Following are a few of them.

[INFOGRAPHIC] Basic psychological concepts to better improve our marketing strategy
Read More

Despite new technological innovations, television continues to maintain its position.  

[INFOGRAPHIC] Television: The medium with the highest return on investment
Read More
[INFOGRAPHIC] The Christmas consumers: How is our behaviour during this peak season towards the brands?
Read More

Christmas is arriving earlier and earlier each year. And while the days on the calendar tell us one thing, advertising puts a lot into it so that up to two months before we are already thinking about gifts, ornaments, last minute purchases and returning home for Christmas. We can say that ads are an inherent […]

The Perfect Recipe for Christmas Ads: Special Top Ten Christmas Commercials of 2016
Read More

E-commerce is the buying and selling of products or services via electronic media such as the Internet. This allows us to be able to collect a series of e-commerce data concerning sectors, gender and meteorology. The latter affects (and much) to purchase decisions online users as to the operations of the companies.

[INFOGRAPHIC] What e-commerce data affects to purchase decisions?
Read More

The marketing campaigns for holidays such as Halloween or Christmas, as well as for events such as Black Friday or Cyber Monday are happening earlier and earlier every year. In cities like London, during the month of August we can begin to buy Christmas products in the main shopping centres.   Black Friday and Cyber […]

Black Friday and Cyber ​​Monday, and how to get a head start of Christmas shopping
Read More

Both events produce a special mood around Christmas, causing more publicity, shopping and the Christams spirit itself to arrive. Thanks to this, selling becomes easy.

[INFOGRAPHIC] Black Friday & Cyber Monday: An important shopping event both inside and outside the U.S.
Read More

When selling online, it’s essential to take into account the seasonal factor. The different times of the year are accompanied by corresponding climate traits: cold, rain, and snow in the winter, and hot temperatures in the summer. But, can we be sure this always occurs? What happens if we have a fairly warm winter like […]

What meteorology and seasonal influences (among other events) eCommerce?
Read More

Infographic: Multiplatform campaigns. The new way of reaching the consumers.

[INFOGRAPHIC] Multiplatform campaigns: The new way of reaching the consumers
Read More

Infographic: Current status and usage of social media.

[INFOGRAPHIC] Current status and usage of social media
Read More

Cognitive biases that influences the mind of the consumer.

[INFOGRAPHIC] Neuromarketing: Cognitive biases that influences the mind of the consumer
Read More

Tips on how to achieve horrifyingly great results.

[INFOGRAPHIC] How to incorporate Halloween into our marketing strategy?
Read More

Up until recent times, we have been watching TV and when the commercials air, we take the opportunity to do things like go to the bathroom or go running to the fridge to get something to drink. Today, it all has changed. Our tablets or mobile phones are with us at all times. Even when […]

TV Sync: A channel with immediate interest from the viewer.
Read More

The content that is streamed does not substitute traditional TV, it is complementary.

[INFOGRAPHIC] Traditional TV vs. TV Streaming
Read More

Internet, one of the greatest winners (after television).  

[INFOGRAPHIC] Global Ads Spend: Summary of 2016 and forecast of 2017
Read More

Real-time Moments of Sync: great opportunities captivating the attention of the TV viewers.  

[INFOGRAPHIC] Real-Time Moments of Sync
Read More

Until relatively recently Halloween was best known as an American tradition, but it seems that many Brits are now firmly digging their claws into the hubble bubble holiday. As the month of October starts, we are likely to witness the preparations and signs of Halloween all around us — people dressed up in costumes, candy […]

Are you prepared for Halloween 2016?
Read More

This type of marketing, also known as real-time marketing is a key factor in your strategy because of the immediacy of response that it gives to brands. That is why they have a duty to be the latest (to the point of even anticipating) the events that cause social upheaval, in order to create timely, […]

What is Moment Marketing (and what is not)? Steps to carry out your Moment Marketing Plan
Read More

To make effective measurements of our campaigns that tell us whether we have reached the return of the deposit or ROI, the first thing we ask is what are the measurable elements in email marketing. When you send an email marketing campaign from a delivery platform, we automatically generate different data that can even be […]

Tips on how to measure the success of our email marketing campaigns
Read More

The summer and holidays are full of activities and events to attend. And the weather greatly influences what happens at this time. That is why our behaviours vary and so do the initiatives we take to perform certain activities and not others different. When it’s hot, we crave different things. Weather forecasts give us the […]

An Olympic summer: How can we take advantage of our brand during this season?
Read More

Back to school marketing and sales

[INFOGRAPHIC] Back-to-school: Marketing and sales
Read More

How to save time and money in your marketing strategy? Keep on reading:

[INFOGRAPHIC] 5 Revolutionary formulas to save time (and money) in a marketing strategy
Read More

Moment Marketing shows how the world is not independent of consumers.

[INFOGRAPHIC] Moment Marketing: Opportunities with our users in real-time
Read More

The Olympic Games have always been a place for brands. Like atletes, the compete with other companies to gain the attention of an audience, in this case, globally.

Read More

Multiscreen consumers are more observant than single screen viewers.

[INFOGRAPHIC] Multiscreen consumers: The most observant of all users
Read More

Steps to achieve success with your Moment Marketing Plan.  

[INFOGRAPHIC] Moment Marketing Plan: Steps to achieve success with your real time plan
Read More

The new trigger from Ad-Pure, TV Sync, lets you synchronize your online campaigns with your TV commercials.

Read More

Moment Marketing is the strategy in the marketing universe that stands out by the speed of reaction and by doing so, the brands arrive to the consumers before any competitor. With the launch and subsequent success of the new App Pokémon Go, we clearly see the consequences of moment marketing on products, as you already […]

How can Pokémon Go and Moment Marketing benefit your brand? Examples of real-time strategies
Read More