Caroline Berryman, CMMP – Contributing Author
Social data has the ability to provide brands with customer insights related to purchasing preferences, but it can also show brands what customers really value. Brands need to take a good look at their customer base and understand what their customers really care about. This also applies to government agencies serving residents too.
In today’s marketing landscape, marketers need to build a persona that people can relate to and love. Achieving this means gathering the right insights about what customers or residents value. In Canada there are several research firms that provide analytics that are used for many different outcomes. For example, social data can be used to target prospective voters during elections. At the regional government level, it has been used to profile what types of residents would best respond to certain marketing campaigns. But it doesn’t stop there. This data can also help determine whether advertising and other communications need to be translated into different languages, what type of imagery to include in the campaign and even to some extent, the content to use to draw them into the campaign.
Companies such as Coca Cola are creating more relevant content that speaks differently to various audiences. One brand that stands out above the rest for its innovative use of behavioural insight is Apple. Using in-depth audience research to shape its brand strategy, Apple relies heavily on behavioural data to tailor its products and messaging to its consumers.
Using geodemographic data, provides a more in-depth look at customers or residents because it digs deep into their demographics, likes and dislikes and allows marketers to see how different people can be in specific geographical areas. The old saying ‘birds of a feather flock together’ really does apply when considering neighbourhoods where customers reside. Segmentation allows us to classify customers and residents according to shared demographic, lifestyle and behavioural characteristics.
Understanding our customers is an important key to serving them better. Understanding their values, what motivates them, what type of media they get their information from, and where they live, helps us target them more effectively and efficiently with the budgets we have.