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The sweet truth about audience segmentation

January 10, 2012

In marketing, a one-size-fits-all approach doesn’t do any favors for a company’s audience. While it sounds counterintuitive, when we try to reach everyone, we usually reach no one. But, when brands create content that aligns specifically with a person’s wants, needs and preferences, that’s the marketer’s sweet spot. That spot houses a suite of sweet benefits, such as helping brands:

  • Understand their audience on a closer basis and develop better relationships with them.
  • Anticipate different needs and incorporate those concerns in marketing efforts.
  • Maximize ROI and budget efficiently by only using marketing tactics that reach the intended audience.
  • Promote brand loyalty by positioning the company as one that cares for an audience’s specific needs.

To find your sweet spot, separate your target audiences into manageable, reachable pieces. In the industry, we call this audience segmentation, and it has proved sweetly fruitful for big and small brands alike.

For a quick refresher on segmentation, here are a few tips. Overall, keep in mind that you want to learn as much as you can about them, because information about your audience’s demographics, ages, behaviors, incomes and geography can play a large role in how messages are created, delivered and received.

  • Message Creation: By categorizing their audience, brands can tweak their messaging to attract a very specific group. In other words, focus on aspects of the company that are most likely to resonate with your target audience.
  • Message Delivery: Consumers do not all follow the same magazines, radio stations, social media channels or websites. Because different audiences subscribe to different mediums, companies should deliver their messaging through the right channels to attract the right people.
  • Message Reception: Some audiences find some marketing tactics humorous, while others find them dull. The key to market segmentation is anticipating the reception and rethinking your messages to cater to that anticipated reception.

Many big brands have successfully segmented their audiences with the strong results to show for it. Most notable is Old Spice, whose Old Spice Man fell in a spot so sweet it inspired a viral following.

The key take-away is to craft content with your audience in mind, and you’ll find your sweet spot. Craft one-size-fits-all content, and you’ll be sourly disappointed.

What’s your marketing sweet spot?

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