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Changing the Customer Experience through Audience Segmentation

Leslie Cole

By Leslie Cole

Today’s modern customer is expecting a personalized buying experience tailored to their specific needs. While previous generations of advertisers had to guess the habits of consumers, we are now capable of collecting deep data from specific groups of consumers. This allows marketers to divide large audiences into small, curated groups of consumers based on their demographics, behaviors, and engagement with their brand.

"Audience segmentation allows you to tailor your messaging and your offer depending on what the consumer values. Furthermore, it allows you to glean insights on which consumers are converting."

Before you can tailor a buying experience for a specific set of customers, you need to know the types of personas you are marketing towards, as well as their purchasing habits. The first step in properly segmenting an audience is to define the general user personas of your company. What online platforms are they using most? Where do they spend their disposable income? And on what? Answering these questions will help you better tailor each customer’s purchasing experience with you and you company.

Once you’ve established the personas of your consumers, you will need to build them into the following categories:

  1. Cold Audiences: An audience with only a general interest in your product category. They respond to behavioral targeting.
  2. Retargeting Audiences: An audience that is hyper-segmented based on which of your marketing materials they have previously responded to.
  3. Current Customers: An audience segmented by the length of their relationship with your company and by their previous purchases.

The third step to establishing audience segmentation is to develop strategic messaging for each of your unique audiences. You don’t necessarily need to have different messaging strategies for each segmentation across every medium, but you should consider context, key selling points, timing and other important factors when determining which unique audiences to target and how to reach them.

Finally, you will need to learn where your audiences are, how you can reach them and how you can efficiently focus your efforts to reach these audiences. Our team used this strategic targeting to develop a campaign for our client who sells a product tailored to families with young kids. The team worked to identify three key audiences who have 1. expressed interest in the product already, 2. engaged with the company as a whole or 3. met the demographic needs of the product. Our strategists then targeted the audiences using digital paid media across relevant and popular websites, social media and mobile apps.

Here at Ideas Collide, our team members work to strategically determine the best path to take in the audience segmentation process. Discover how our team’s expertise will improve your customer experience and drive sales, lower margins and increased loyalty.

Learn more about Leslie Cole, Digital Media Strategist at Ideas Collide.