Targeting and Segmentation

Key Concepts

• Audience Segmentation
• Demographic Targeting
• Psychographic Targeting
• Behavioral Targeting
• Geographic Targeting
• Custom Audiences

Audience Segmentation

Audience segmentation involves dividing a broad target audience into smaller, more defined groups based on shared characteristics. This allows for more personalized and effective marketing strategies. Common segmentation criteria include demographics, psychographics, behaviors, and geography.

Example: A fitness brand might segment its audience into groups such as beginners, intermediate athletes, and advanced trainers, each with specific needs and preferences.

Demographic Targeting

Demographic targeting focuses on segmenting the audience based on demographic factors such as age, gender, income, education, and occupation. This method helps in creating content and campaigns that resonate with specific demographic groups.

Example: A financial services company might target young professionals with content about retirement planning, while targeting retirees with content about investment opportunities.

Psychographic Targeting

Psychographic targeting involves segmenting the audience based on psychological attributes such as interests, values, attitudes, and lifestyles. This method allows for more nuanced and personalized marketing strategies.

Example: A travel agency might target adventure seekers with content about extreme sports and exotic destinations, while targeting luxury travelers with content about high-end resorts and exclusive experiences.

Behavioral Targeting

Behavioral targeting segments the audience based on their behaviors, such as purchase history, browsing habits, and engagement with content. This method helps in delivering more relevant and timely marketing messages.

Example: An e-commerce site might target users who have previously purchased running shoes with content about new running gear and upcoming races.

Geographic Targeting

Geographic targeting involves segmenting the audience based on their geographic location, such as country, region, city, or even neighborhood. This method allows for localized marketing strategies that cater to regional preferences and needs.

Example: A restaurant chain might target users in a specific city with content about local events and promotions, while targeting users in another city with content about different seasonal dishes.

Custom Audiences

Custom audiences involve creating segments based on specific criteria defined by the marketer, such as email lists, website visitors, or social media followers. This method allows for highly targeted and personalized marketing campaigns.

Example: A tech startup might create a custom audience of users who have visited their website but did not make a purchase, and target them with personalized retargeting ads to encourage conversion.