For all the followers out there, you know the Quaintise blog has been circling the topic of real-time brand awareness, construction and experiences. These are very difficult tasks to maintain while trying to cultivate Fan relationships with your brand. If you are not a current follower of this blog you can do so by Liking our Facebook Page. Many turn to Scottsdale advertisers and marketers to do this work for them because it requires an observant and trained mind to capitalize on social media outlets. However, to best understand the progression of your marketing campaigns you must familiarize yourself with the Market Segmentation and Fragmentation of your brand. The over saturated term of ‘Demographics’ is no longer suitable to describe the users following your marketers are advertising, and here’s why.
Demographics, Market Segmentation, and Social Media
Technically speaking, demographics are “the statistical characteristics of a population” such as “gender, race, age disabilities, mobility, home ownership, employment status, location, etc. The new age study of Market segmentation is “a sub-set of a market made up of people or organizations with one of more characteristics that cause them to demand similar product and/or services.” And social media is “social interaction using highly accessible and scalable communication techniques.” Now with a fundamental understanding of these categories we can ask: what are these things and how will they help me grow my business? Simply put, it will engage your customers on a more personalized level. Ultimately, your goal is to create a unique brand experience that will not only keep your customers coming back, but convert them into Fans who will sell your brand for you.
It is no longer effective or beneficial to categorize your audience based on their gender or generation. We are no longer dealing with distinct class specifications like we did in the 50s. Take for instance, the Baby Boomers. These are individuals who were born between 1946 and 1964. That’s a difference of 18 years! Many, many corporations target this audience, and for good reason (Boomers are responsible for more than half of all consumer spending), however with 18 years of age differences you absolutely must ‘fragment’ or ‘segment’ out this demographic. You can run a broadly targeted advertising campaign aimed at Baby Boomers, all 80 million of them, and play the numbers game. This will work, and you will increase brand awareness. However, at what cost?
Consider the following; as a small business you can target every individual in the East Valley that is within your demographic. Cost is just to high to target such an expansive group of people. Specific members of the audience will take longer time to relate with the brand because you’ve created something broad that appeal to everyone. Eventually, you will see some brand growth and awareness but on a less substantial scale.
The alternative, however, is to create a brand that is developed strategically, targeting a segmented demographic of individuals who you know will find your product useful. The advertising begins, aimed directly at your segmented audience. They respond quickly, follow your social feeds, return to your shop again and again, and tell friends. You have spent less in advertising costs and have created a greater impact on your consumers, who are now Fans.
Social Media, demographics and market segmentation helps for marketing & advertising and Healthcare Marketing Services. Demographic segmentation translates online to advertising ads like banner for creative media. Social media is a social interaction between Marketing Consulting Firms which is always ready for any marketing help.
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