Demographics in Advertising Strategies

by George Boykin

You have two options when selecting the audience to receive your advertising messages: You can engage in mass advertising that reaches everybody in your market area, or you can target your advertising to reach specific segments of your market area. Marketers use demographics in target advertising. Demographics or demographic profiles describe certain characteristics of unique market segments that are targeted to receive your advertising messages.

Understanding Your Market

Mass advertising is financially out-of-reach for many businesses regardless of size. This is why marketers have found demographics quite useful in understanding and categorizing market segments according to socioeconomic characteristics, which are observable and measurable. Socioeconomic characteristics are commonly accepted as predictive markers for buying behavior. Typical examples of demographic variables are age, gender, ethnicity, education, occupation, income level, marital status, religion and family size. These characteristics are often called the external reality because they describe the “who” of your market segment — what’s observable about their economic and social status relative to others. Demographics allow considerable flexibility to input the characteristics that are most relevant to your target market. The only qualifiers are that they be observable and measurable.

Demographics in Advertising

Demographics govern advertising message content and media vehicle selection. For example, the message, the imagery, the music and the latest buzzwords that are used in laptop computer advertising that targets teenagers would likely be inappropriate in advertising for the same laptop computer that targets retirees. Moreover, you will have better success reaching teenagers on teen-oriented programs than on the Sunday morning talk shows. Your challenge as an advertiser is to match your advertising message with the demographics of your target market using the most effective vehicles to reach that market.

Demographics Limitations

Demographics tell you about the external realities of your target market — who is buying and likely prospects for your product or service. Demographics do not explain why consumers select certain products or services while rejecting others. Marketers needed a better grasp of the “internal” qualitative elements of human behavior that shape buying decisions. The resolution to these qualitative concerns is found in psychographics. Psychographic analysis explores attitudes, opinions and personality traits that shape shopping behavior. When you combine demographics with psychographics, you get a quantitative and qualitative picture of your target market. This composite picture helps you to develop more persuasive advertising messages and select more efficient media vehicles to reach your target market.

Developing Targeted Advertising Strategies

Thanks to target advertising, you can create messages and use media tailored to shoppers with demographic and psychographic characteristics that are typical of your current and likely customers. You can build a demographic profile of your target market from public databases and from low-cost surveys. Marketers frequently use focus groups to develop psychographic profiles by asking probing questions of respondents that share similar demographic traits. Focus groups can prove to be costly. Nevertheless, investing in focus groups to develop a psychographic profile that complements the demographic profile of your target market could be invaluable in developing a targeted advertising strategy for your business.

 

Attitude Factor in Market Segmentation

by Lori Hubbard

Market segmentation involves dividing a broad target market into smaller like-minded groups of consumers. Traditional demographic segmentation strategies include age, gender, income, occupation, geographic location and education level. Values, attitudes and lifestyles can also be used to segment an audience. Attitude segmentation helps marketers better understand their customers and their perceptions and behaviors.

Beyond Demographics

Demographics identify the markets; they don’t explain the markets. Demographic segmentation methods tell which customers share the same age, gender and purchase behavior, but they do not explain the motivation for the behavior. For example, a demographic segmentation assumes that people who share the same age category have common purchasing habits. This can be true to a point. However, a male and female with different incomes may be the same age, and yet may have wildly different purchasing patterns. Attitude segmentation goes beyond collecting information on the consumer and offers greater insight into why customers buy.

Consumer Attitude

Attitude is a predisposition to respond positively or negatively toward a product or service. Consumer attitude almost always influences a purchase decision. How a consumer feels about your product can be as important as the physical attributes such as size and color. A teenager may buy a sweatshirt that is too big or not the preferred color because wearing the sweatshirt makes him feel cool. Learning how consumers feel about products assists marketers in crafting marketing messages that appeal to these positive, non-tangible product benefits. Learning of negative feelings toward a product helps marketers develop messaging strategies to overcome barriers to purchase.

Assessing Attitude

Marketers are able to define attitudes of consumers through research. Written attitude surveys are widely used as an assessment of the feelings of the population toward a brand, product or company. A questionnaire using a measurable scale is useful in garnering qualitative data. Personal interviews and focus groups provide an opportunity for more in-depth conversation regarding opinions about a brand. Statistical analysis creates attitude profiles from the collected data, and marketers use these profiles to understand the motivational and non-conscious factors driving decision-making.

Future Behavior

The goal of attitude segmentation is to develop a prediction about how consumers will behave in the future. Marketers want to determine the likelihood a consumer will make a future purchase. There are emotional reasons why customers buy, beyond the practical needs, which can’t be captured by traditional demographic research. Leaning whether primary motivations are price, quality, service or some intangible connection a consumer has with your product or service leads to more effective marketing communication strategies to drive future purchases.

 

What Impact Does Culture Have on Market Strategy and Segmentation?

by George Boykin

To fully appreciate the impact that culture has on marketing strategy and segmentation, it helps to understand how these three variables interconnect. Because marketing strategies target well-defined market segments, you can’t have marketing strategies without market segments to target. Moreover, culture is a pervasive descriptor that helps to define market segments. Hence, culture is to market segments as market segments are to marketing strategies.

 Market Segmentation

Small businesses rarely have the resources to effectively compete against major corporations in the general market. They usually prosper by identifying and targeting under-served market segments of the general market, where their goods or services match the needs and preferences of specific market segments. Market segmentation is the process of dividing the total or general market into well-defined market segments that share similar characteristics. Such characteristics, often called demand characteristics, have been found to shape shopping behavior in terms of needs, wants, preferences and expectations. Marketers usually employ four segmentation tools to create market segments: geographics, demographics, psychographics and behavior segmentation.

Influence of Culture

Most definitions of culture center on shared characteristics of a particular group attributed to factors that might include a common language, geography, religion, dietary preferences, lifestyles, music and art, education and national traditions. In effect, culture encompasses most everything that influences behavior, including how information is cognitively processed to make purchase decisions and the intuitive ideals that shape belief systems. In turn, these influence consumer behavior.

Deconstructing Consumer Behavior

The pervasive influence of culture becomes apparent when applying the four basic tools of market segmentation to deconstruct the major influences that characterize market segments. Using geographic segmentation, for example, the cultural orientation of a central-city resident likely differs from a rural farm resident. Using demographic segmentation, the cultural orientation of a household with a $10 million annual income likely differs from a $30,000 a year household. Culture impacts psychographic analyses by helping to identify the emotional drivers that explain why market segments behave as they do and behavioral drivers, which help to explain the relationship that market segments have with product categories and brands within those categories.

Marketing Strategies

Many marketing savants often define marketing strategies using abstract concepts such as “concentrating a company’s scarce resources to maximize profit potential” while neglecting to include “target customers” or market segments in their definitions of marketing strategies. However, it’s critical to identify the likely market for a product or service as the overarching first priority. Moreover, by definition a company must properly segment their audience and select a target market before a product or service can be finalized to address the specific needs of that segment.

 

Your Biggest Fan

User-generated content (UGC) – any type of content that has been created and put out there by unpaid contributors or, using a better term, fans.

Marketing online agencies are looking more and more to the Users for promoting their brand rather than the brand itself.

Your customers journey is truly your best path of metrics.

Engage WITH your customers – Journey the path together!

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Written by, Sally Nelson

Digital Consulting Simply Put

See the digital marketing in its existence when you hire a consultant!

Digital Marketing Inegration

If you own a business you are more than likely taking part in digital marketing. Are you leveraging your web presence to its fullest potential? If you think your brand is not reaching its capability, hiring a digital marketing consultant will transform your brand.

Here’s how:

A DIGITAL MARKETING CONSULTANT IS THE GARDNER’S BEST ASSET

An analogy; Your company is the garden, lead generations are your seeds and your consultant functions as the fertilizer, water and sunlight.

HIRING A CONSULTANT WILL LEAVE COMPETITION IN THE DUST

The successful folks who are also angling for your target audience (aka, your competition) maybe using a consultant and capitalizing on their expertise. Hire a digital marketing consultant to handle social media accounts, regularly optimize your SEO, and create meaningful content and pull yourself in front of your competitors.

Simply put, hire a consultant just once and that is all you need to do to see your beautiful bounty come to fruition.

To Hire:

Push Once

 

Not in my Head! Let do this! Email Marketing

Stay with me here and I’ll get you through this! Promise.

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I for one will open an email first and faster when it’s from a friend.     239be34c6efc77608ccac5d9cea6bb60

Right? Think about it, pushing a buy on you… or some good gossip or an invite out! Seriously..

So don’t let it get in your head, the rules that is.. Gotta keep it to the brand, don’t be creepy, focus on your words.. blah blah blah..

It’s really all about being human and what catches your eye will also catch theirs:

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  • Know your goal
  • Timing
  • Listen
  • Friendly/Attractive
  • Be specific
  • Truthful and beneficial
  • Curious yet clever
  • Short
  • Engaging and fun

How many emails should you send out to your subscribers?

According to Direct Marketing Association’s National Client Email report, most marketers (35 percent) send two to three emails a month. Nine percent of marketers send six to eight emails a month, and 19 percent send just one email a month. Which one are you?

May I recommend looking into your competitors stats. Be nosy! Get into their business, no shame in this. No copying though, but heck ya who’s to blame you for checking out what works. Strategize and get to work for both you and what you love the most, your customers.

 Tips on how to set your frequency:

  • Encourage and engage with your existing customers to choose how many emails they wish to receive by giving them an option when they signup.
  • Pay attention and listen to metrics and your customers conversations.
  • Implement.

The harsh truth!!

Boxes are overflowing, be the life preserver and bring a smile to their day. Have fun!

Be honored, but careful not to take your subscribers for granted.  Go back to Marketing 101 – Customer Focus Marketing = Listening to the customers and tailoring the products and services to their demand. Avoid pushing what you want – it is all about your customers.

Last but not the least, time is more precious now than ever. Be that “pick me up” they may be needing. Offer a note in their box that they will be looking forward to and then push SEND and grow your business and relationships. Seeking and Connecting.

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Evolving World! I’m D I G I T A L..

Enterprise resource planning (ERP) is a company practice which supervises and integrates planning, purchasing, inventory, sales, marketing, finance and human resources into one complete system. ERP is a streamline process across the entire organization. The central feature is a shared database supporting multiple functions used by different business units.

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Top ERP Companies (By Niche)

 Enterprise            Medium-Sized      Small Business

SAP                           Netsuite                Deltek

Oracle                      Sage                       Work(etc)

Microsoft Dynamics Infor                 Syspro

IFS Applications     Macola                 Intacct

Transforming

Artificial Intelligence is transforming ERP Solutions

Yes ERP is inevitable, let me offer you some insight where ERP seems to be blending well with e-Commerce.

  • Improved Data Transfer

big data

You deploy your ERP system with accuracy and reliability in mind. However integration into your e-Commerce store is vital and if not properly implemented it can create fragmentation and customer information being removed or misplaced. Therefore it is recommended to fully – automate where data is taken from an ERP system in its original format and then you can of course convert this to an XML format. Then move this into a compatible e-Commerce with pre-established business rules.

  • The FAMOUS Cloud ERP

 Data.

Cloud ERP is a enormous server hosted by a third-party vendor which stores all the integrated data. A vendor charges upfront, with mostly no maintenance or upgrade costs. e-Commerce, an on-premise and cloud-based ERP solutions, but as we are seeing more than ever now a days the cloud ERP has increased due to its popularity of the third-party solutions.

In conclusion ERP is around to stay, choosing your software that fits your needs is vital to your success.

Transformation starts with Partnering to Modernize with Innovation & Renewing the ERP Core!

If you would like to connect please feel free to reach out.

Written by: Sally Nelson, Branding Consultant