Segmentation and Targeting Make the Most of Today’s Diverse Audience
The term ‘Melting Pot’ has been used for some time to describe the makeup of the United States but has never before been more descriptive of today’s diverse population. With 2010 Census figures released this summer, many are speculating the growth of various ethnicities, age groups, familial status, etc. For marketers, this means figuring out what the new data will mean and how it will affect marketing efforts for years to come.
One thing is clear – ‘one size fits all’ messaging has no place in achieving real marketing goals. Census data and obvious societal changes over the last half-century represent not only the demise of the ‘average American,’ but also the resulting critical focus on segmentation in effective marketing. Knowing all there is to know about your customer is what it takes to be relevant with messaging and find the best ways to reach an audience.
Thoughtful analysis of segmented data predicates development of defined target groups that take into consideration not only who your best prospects are, but where they live and the probability that they will be moved to purchase your product or service.
With PowerDirect’s front-door marketing approach the best prospects are identified and used to determine the most effective distribution strategy. Geo-demographic clustering information and complex data are applied to identify and further segment the best prospects. These groups can be targeted in much smaller units, based on “block groups” of about 400 households instead of entire zip codes. Digging even deeper, custom profiles can be created using Census data, purchase behavior and lifestyle segmentation to identify clusters of homes that will in turn deliver the highest response rates on a campaign’s objectives.
Are you still trying to reach the ‘average Joe’ or are you honing in on your true targets? Are you taking advantage of segmentation methods that can be used to pinpoint your ideal customer’s front door?