In the 1950s, leading brands began developing basic audience personas like “moms” and “teens” using information like age, gender and household income in attempt to reach consumers with more relevant and timely marketing. But marketing to today’s connected consumers requires a lot more information than age and gender.
As modern consumers share real-time insight into their relationships, hobbies and interests across social and mobile channels, they are defying consumer stereotypes and demanding personalized experiences.
Leading brands are developing strategies to understand and segment their audiences based on a number of influential, actionable and behavioral attributes. In fact, marketers claim that segmentation is the third most effective method for improving conversion rates (Monetate).
To help you get started, we’ve mapped out the defining characteristics of 6 key audience segments, and the data points you need to effectively identify and reach these top performing target audiences in relevant and meaningful ways.
This guide includes templates for the following audience segments:
- Brand Loyalists
- Serial Abandoners
- Multi-channel Consumers
- Passive Users
Download these free templates here, and start segmenting.
By Rachel Serpa