5 benefits of targeting audience attitudes
Most businesses are very familiar with the fact that targeting specific customer demographics is one of best ways to increase marketing ROI. However, in a quickly adapting online world, traditional demographic groups are changing, and if businesses want to connect successfully with consumers then they’ll have to change with them.
A recent survey by UK customer-experience experts Network Research found that rather than separating groups by age or social grade, businesses should be segmenting markets based on consumer attitudes.
So why are attitudes good definers?
1. Age isn’t everything
From teenage networkers to silver surfers, the web is crowded with consumers of all ages – it’s no longer sensible to bracket experiences, preferences and insights based on year of birth. In fact, creating marketing materials designed to appeal to a particular age group could alienate potential consumers.
2. Attitudes allow for more precision
Age or social grades may be able to offer sweeping generalisations about a demographic, but businesses that similarly limit their marketing are missing out on the kind of granularity that could help them connect with new customers.
3. Realigning target audiences
By looking at attitudes rather than traditional markers, businesses have the opportunity to really examine who they consider as their target audience and why. Rather than simply chasing the same audiences they always have, businesses should look at what makes a particular demographic a viable audience for their brand – and whether those factors hold true for other potential groups.
4. Concerns can transcend normal markers
By moving away from traditional markers, businesses can see ways that different groups are alike and adjust campaigns accordingly. For example, Network Research found that 89.7% of people over the age of 65 were worried about the security of their data. More surprisingly, 83.4% of people aged 25 to 34 shared those same concerns.
5. Targeting attitudes streamlines marketing
By examining attitudes rather than relying on received wisdom and traditional segmentation, businesses can avoid wasted campaigns and streamline their marketing efforts. With evidence from Network Research that people in social grade AB are as likely to recommend budget brand Primark as people in C1, it’s clear that a campaign based solely on social grade would fall short of the brand’s expectations.
Making use of attitudes
By using surveys, personal interviews and focus groups to determine attitudes about their brands, businesses can create marketing content that is carefully tailored to meet desires.
Social networks offer an excellent opportunity to target customers who share attitudes, as social media tends to aggregate like-minded people. What’s more, most networks offer analytical information, allowing businesses to see which content is connecting with certain users.
Are you ready to connect with consumers based on their attitude rather than their age or social grade?