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6 Steps to Better Understanding Your Audience
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#AudienceUnderstanding
#AudienceUnderstanding
Bradley Martin • Director of Customer Acquisition [email protected] • @bradleymartinII
#AudienceUnderstanding
Spendsetter is a Advocate Marketing Platform that allows brands to identify and reward their most influential customers.
About Spendsetter
Marketp
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Jebbit is the leading Post-Click Engagement Platform, driving consumers to interact with brand content after clicking on an ad.
About Jebbit
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Understanding Your Audience
A brand’s customers are its greatest asset and its greatest challenge
Knowing your customers is the crucial first step towards tailoring your marketing to
the customer
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Challenges to Understanding Customers
Only 14% of respondents in a 2014 CMO survey rated the customer-centricity of their organization as high.
14%
(Source: 2014 CMO Council Mastering Adaptive Customer Engagements Report)
And only 11% believe their customers would say the same. 11%
The 6 Steps to Better Understanding Your Audience
Analyze What You Have
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Analyze What You Have
Who is interacting with you?
Who is opening your emails?
What actions are being taken?
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Analyze What You Have
Be smart with your findings.
If your audience turns out to be mostly Baby Boomers, understand
that they will want convenience, quality, and a low price point from
your brand.
Test Passion For Mobile
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Test Passion For Mobile
Test your audience’s passion with a mobile app.
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Test Passion For Mobile
Already have a mobile app? Give incentives to your customers to download
and share.1
Get Feedback from Customers
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Get Feedback from Customers
In a study of 1,193 commercially successful innovations, 60% came
directly from customers.60%
User-created innovations have been successfully utilized to turn around “innovative slump periods”
for even the biggest brands.
#AudienceUnderstanding
Get Feedback from Customers
Frito-Lay’s “Do Us a Flavor” campaign
generated nearly 14.5 million suggestions in
2014 — then consumers were asked to vote on
the final four.
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Get Feedback from Customers
Create a poll, then post to social networks and email to marketing database.
Find out what they want.
• Wearable technology? • Mobile app? • Advocacy Program?
A/B Test Campaigns
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A/B Test CampaignsNever underestimate the power of an A/B Test
If you are going to understand your audience better, run promotions or
send emails using different content to similar segments of people.
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A/B Test Campaigns
Also remember that it’s not just about the content — A/B test
different ways to interact with your audience to drive closer towards
your KPI’s
Keep Your Audience Engaged Longer
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Keep Your Audience Engaged Longer
Leverage your content to create interactive, experiences that drive higher engagement
Pro Tip: Consumers are more willing to share personal data
via interactive experiences than
static ones
Personalize the Experience in Real-time
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Personalize the Experience in Real-time
Cookie cutter messaging in campaigns just doesn’t work anymore.
Use the data you collect to serve not only personalized content, but offers and experiences that match an individual’s interests.
