The power of knowing audience demographic information
One marketing campaign strategy will not work for your business. What appeals to a 19-year-old junior college girl will be different from what interests a 30-year-old woman with one child. Understanding audience demographics can help you specify your market. It is because they have peculiar differences and similarities. You will get a precise shot to win each audience’s heart.
What are audience demographics?
Audience demographics segment the market based on the demographic variables in the audience analysis. They consist of general profiles like age and gender. They also cover more specific factors such as religion and income. In audience demographics, you divide your audiences into those smaller categories.
This method is the cheapest way to categorize the target market. You can easily and freely get the data from census data. Or, you can find it on analytics programs, and other consumer insights. No wonder demographic segmentation is also the most common in marketing.
One of the basic audience demographic variables is age. It is because the data is quantifiable and applicable to the campaign. Customers with similar ages will tend to have similar needs and interests.
You do not need to be extremely specific in your segmentation. Get a clear life stage such as prenatal, childhood, adolescence, adulthood, and old age.
For example, fashion brands will focus on young people when they want to release a unique style. But, they go to mature aged individuals for more elegant wear products.
Dividing the market using gender is hugely effective. Men and women own contrasting needs for each other. Females dominate the majority of beauty products. And, only few males care about that industry.
Yet, you have to be more careful not to use gender stereotypes. Advertising with gender stereotypes can arouse anger to your audiences.
Furthermore, it makes your brand appear sexist. Several UK TV commercials had been banned because of this mistake. They featured a girl with her dolls and a boy wears a superhero costume.
Occupation and income
Occupation targeting is significant. It creates an impact on people from different job titles and industries.
An example can be applied to an insurance company. You will choose to promote travel insurance to businessmen who have high mobility. And, you drop employees who only trip annually.
Next, income segmentation allows you to measure your audiences’ buying power. Hence, you do not need to spend your energy on people who cannot afford your product. Ferrari will limit their market to a few players who are wealthy and adore exclusivity.
Elementary school students will have different needs compared to college students.
Take a look at the way university students use a laptop, for example. Students majoring in graphic design crave for contrast specifications with students studying literature.
The graphic designers need a more advanced product due to design software requirements. In contrast, the literature student mostly uses a word processor only.
Religion and ethnicity
Many cultures and religions come with conflicting preferences, interests, and beliefs. As a result, that can affect your audiences’ response to your brand and their buying habits.
You must emphasize this one when your business grows in a multicultural country. The example is in the culinary business. You will not sell foods contains pork to Muslims and Jews, or promote beef for Hindus.
Companies also design a market campaign for certain family structures. Because once the household members change, the buying habits will be different too. Single people put themselves in the top prioritization. Meanwhile, young married couples will focus on the household’s needs.
Why audience demographic matters
Different social stratifications equal different tastes
“Taste classifies, and it classifies the classifier,” said Pierre Bourdieu. He is a sociologist from France who wrote Distinction, a critique on taste . People may not realize those stratifications are rooted. They develop certain tastes for certain classes.
Noticing your audience demographic statistics help you to understand their taste. You can also maximize your marketing campaign. For instance, you aim lower and middle-class people to buy local concert tickets. Yet, you sell “noble” instruments to high-class society.
Spend resources in an effective way
Demographic segmentation makes you more focused on specific audiences. You will less spend your time and money on people who are not interested in your products.
For example, you own a coffee shop. If your customers range from 17 to 35 years old, you will only market to channels they use. You specify the social media ads to target that age range. No need to spend money on more seniors.
Invite loyal customers to your brand
After you spend more time on a specific target market, you can set up approaches to communicate with them. It includes the language style, design, and type of content they adore. You can also offer extra perks that they really need.
Let’s pick the same example. You have realized consumers who visit your coffee shop. You spot that they may have financial problems if they continue buying your products. It is because they are still students or first-job employees. Thus, you create a membership for them.
How to figure out the audience demographics
Social media insights
Have you integrated social media to promote your brand? Social networks have included analytics tools to track your audiences. The audience demographic analysis in social media compiles their age and gender.
Google Analytics has helped businesses to increase revenue by up to 400%. Here, you find more complete information about the audience’s psychographic data. Yet, you still can get gender and age statistics.
This is a powerful tool for in-depth statistics. It compiles data on the real census across the country. You can search age according to the generation like baby boomers. The census also provides education, careers, even retirement systems. You cannot please each of your customers. Yet, you are able to divide them into distinctive audience demographic segments. Then, you can serve them with what they need and want based on variables like age, gender, and education.