In marketing, eligibility pertains to an individual's qualification to receive a particular advertising message, determined by a predefined set of criteria. These criteria encompass factors such as age, gender, geographic location, purchase history, as well as other demographic and behavioral elements.
The importance of eligibility in marketing lies in its ability to enable advertisers and businesses to concentrate their marketing endeavors on the appropriate audience. By directing efforts towards a specific audience, it becomes possible to enhance conversion rates while reducing ad spend that fails to reach the intended audience.
Illustrating marketing eligibility, consider a clothing company aiming to promote a collection of running apparel. In this scenario, the company can utilize criteria like age, geographic location, gender, and purchasing patterns to pinpoint customers who are highly inclined to be interested in running apparel.
Rather than broadcasting an advertising message to its entire customer database, the company can opt for sending a focused message exclusively to customers who meet pre-established eligibility criteria. By doing so, the company can reduce advertising expenses that do not reach the intended audience and enhance conversion opportunities by effectively reaching customers who are more inclined to show interest in the running apparel line.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.