Per the Census Bureau, the data can be used "for analyzing market potential, measuring the effectiveness of sales and advertising programs, setting sales quotas, and developing budgets. ZIP code areas in terms of distinct lifestyle types, which it refers to as "segments.
Social Explorer This site provides demographic information at the state, county, place, metropolitan area, or ZIP code level. Census Bureau site provides access to a variety of data regarding people, businesses, and geography, at the city, county, and state level for the United States. The participants are to be as unbiased as possible, and they should closely align with your target market.
For instance, if you sell hiking gear, your focus group should be made up of hikers — not just anyone who wants to participate. Focus groups are more effective when you craft a thoughtful questionnaire that helps you uncover the needs and wants of your target audience.
Learn how to run a focus group here. If you already have a good idea of what your target audience looks like, you can use that information to do research on your own. You can collect the data you need from companies that have already carried out research in your target vertical.
As your needs become more sophisticated, you can then consult with a major company such as NielsenIQ or Qualtrics. We've gathered some hypothetical data using the techniques outlined in the previous section, so now let's apply our data to our marketing strategy. Instead, they want to hear that your nutritional counseling service has worked for others. They also want to know that it will improve their health without a huge time commitment.
You know that your target buyer spends their free time on Pinterest. You can therefore stop spending money on Facebook, YouTube, newspaper, and magazine ads. Instead, share time-saving household and nutrition tips on your Pinterest for Business account.
Give them ideas for fun things to do with family and friends. Watch what they re-pin and analyze what that tells you about them. Did they love the one about the smiley-face veggie platters for an after-school snack? Give them more ways to help their kids eat well. Knowing more about their hobbies and interests will help you choose what to blog about and what images you should use in your next ad.
You might pair that with an image of the person your target buyer wants to become. That person may be a healthy older version of themselves, a person who has time to do what they love, or a person with a defined physique. Editor's note: This post was originally published in December and has been updated for comprehensiveness. Originally published Aug 17, PM, updated August 17 Logo - Full Color. Contact Sales. Overview of all products.
Marketing Hub Marketing automation software. Service Hub Customer service software. CMS Hub Content management system software. Operations Hub Operations software. App Marketplace Connect your favorite apps to HubSpot. Why HubSpot? Marketing Sales Service Website. First, psychographics speaks to your customers on a personal level, not on a generic, statistics level like demographics.
Second, psychographics is emotional. One of the best examples of psychographic-centric marketing is Apple. They keep your customers coming back , yield greater results, and will build your brand in ways that demographics never will. On the contrary, you can think of demographics as the backbone of your psychographics.
This is where you focus your early efforts and build the foundation of your marketing, determining the niche your company best fits into. This will allow you to strengthen your marketing and speak to your customers directly rather than stats and generalities related to your customers.
A focus group is a sampling of your customers that you use to in a very general sense represent all of your customers. Focus groups need to be demographically diverse for you to get the most accurate results. You should be able to find participants for a focus group by reaching out to your customers via email or social media. Once you have this group, you can ask them the sorts of questions you would typically ask all of your customers and record their answers. This provides you with a semi-holistic overview of your customer base that you can use to feed your psychographic data.
The benefit of focus groups is also its weakness: it consists of very few people. This makes it much easier to organize, but it can inhibit the accuracy of the results you acquire.
For this reason, focus groups are better suited to smaller organizations with a relatively small customer base. For businesses of all sizes, there are questionnaires and surveys. These are great because, thanks to the internet, you can easily send these out to all of your customers, gather the results, and quickly sort through the answers, often for free. This makes it an excellent solution for just about any business, so long as you have a way of sending surveys and polls to your customers.
The only real challenge or two of surveys is knowing what to ask and how to ask it. Asking specific questions or asking them in a certain way can skew your results e. Be careful when creating questions, and know when to use multiple-choice or open-ended questions. For large companies with too many customers to benefit from polling or focus groups effectively, you can use social media analytics.
Data from social media has a few pros and cons. Most social media apps will do this automatically. All you have to do is find where these analytics are and share them with your marketing team. You can gather data from multiple social media apps, providing you with a well-rounded picture of your customers. The cons are that this data tends to not go very deep, with most of it falling closer to demographics than psychographics. Social media analytics also represent your followers, not your customers, which may benefit you better in growing your social media following, not necessarily in boosting your sales.
The most personal and in-depth approach is to interview your existing customers one on one. This involves reaching out to customers, usually based on what type of customer they are dedicated, first-time buyer, casual, etc.
Interviewing customers in this way has the different pros and cons of social media analytics. It requires a lot of work and time to set up one of these interviews and only provides you with a small subset of results to use. Businesses looking to develop personal insights into who is on the other side of their transactions should take this approach.
In marketing, personas are imaginary people that you create based on your demographics and psychographics to help you visualize your target audience. Generational data is one of the most popular and vital bits of data in your demographic toolkit. It separates your customers into different age groups based on the well-known generational divisions, such as The Greatest Generation, Baby Boomers, Generation X, Millennials, Generation Z, and so on.
Knowing what generations your different subsets of customers fall under can help you determine which customers make up most of your sales. For example, some industries find that older generations are their financial backbone, while other markets resonate with younger audiences.
Each generation has different opinions, values, and preferences, which you can use to your advantage when creating a marketing persona. Homeownership is essential for a few key reasons. Homeownership transcends age groups, with people of all ages living in varying circumstances. To be more specific, homeownership will tell you what kinds of products a person is likely to be interested in. On the other hand, if you live in an area with lots of apartment buildings, you can sell indoor plants through the same gardening business to take advantage of your local market.
Homeownership can be broken into different categories as well. Skewed or problematic demographic data that occurs within a given region can produce unreliable assumptions. This potentially reduces the accuracy of your digital marketing message and methods. As stated previously, psychographic segmentation provides an awareness of the motivations behind consumer behaviour. Psychographic segmentation offers a better overall understanding of the consumer, which enables brands to execute effective emotive digital marketing to highly responsive segments.
It has traditionally been more challenging to obtain psychographic data as opposed to other data collection methods. It can be challenging to get data for clients in a given population because participation in a psychographic survey is usually required. However, psychographic segments can be statistically projected across a population with predictive modelling although the accuracy of segment assignments will be significantly less than with a prospective survey.
Clear rules regarding the interpretation of data must be put in place to ensure that the approach is consistent among the individuals or departments which engage in customer segmentation analysis.
Although marketing has all but gone digital, fundamental traditional principles of marketing are still very relevant.
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