Demographic Segmentation Overview – Experian Marketing

Whether you seek a deeper understanding of your current customer base or aim to gauge the market size for your offerings, we’re equipped to assist in planning and executing your objectives. As with our Mosaic classification, our demographic segmentations can be linked to every adult / household in the UK with a multitude of use cases including CRM, new customer acquisition and market sizing. And demographic data is just one segmentation variable in marketing – understanding your consumer can include collating psychographic, behavioural and geographic data for a holistic understanding of your audience. It’s how you get to know and connect to your audience, improve consumer relationships, and increase conversion rates.

This strongly affects their buying habits and your sales process. If people can’t afford your product or service, there is no point in showing them ads. Let’s look at the differences between skincare brands for men and women. Advertising with gender stereotypes like this could easily make your brand look sexist and cause you to miss out on or anger your target audience.

Different kinds of segmentation may be useful for different brands and products, and you may find yourself segmenting your audience demographic segmentation in different ways at different times, depending on the needs of that particular situation. Demographic segmentation is predominantly used in marketing, but can also be helpful for things like brand positioning, UX design, and CX too. Instapage’s Personalization feature lets you delight your visitors with dynamically delivered personalized, conversion-optimized landing page experiences to every audience. Once you have your segments sorted you can use this data to create personalized ads and landing pages to usher visitors into your marketing funnel. This data is specific to your business and helps you get insights into your customers’ needs and preferences.

Increased effectiveness of marketing and advertising campaigns

That personalization will have a positive effect on metrics like customer satisfaction, customer loyalty, and customer retention. Ultimately, the more you understand your target market, the more they’ll feel like you’re offering products and services just for them. Likewise, if you know that the majority of your audience is based in a specific timezone, you might want to scale your customer support staffing to match their waking hours. Knowing who’s using your products or services – how many demographics there are and how they differ – is an important step in improving your offering. When you’re focussing your efforts more specifically on a certain type of person, there will naturally be a reduction in wasted effort and redundancy.

• JetPet Resort segments its offers based on location to offer personalized services to audiences in these locations.
• Unlike traditional demand gen, account-based marketing is often described as a flipped funnel approach because it inverts the process.
• You cannot effectively communicate with an audience when you know nothing about them, and a personalized, targeted approach is essential to managing your advertising spending effectively.

This can include data from surveys, customer feedback forms, and purchase history. Geographic segmentation categorizes consumers based on their geographic locations, influencing needs and buying behaviors through factors like climate and regional traditions. Your audience’s location affects their needs, preferences, and buying behaviors. Couples with several children have different needs than those who just had their first child.

Spend less on advertising

For example, millennials may spend most of their time on Instagram and Facebook, while seniors prefer email inboxes. Since members within these groups were born around the same time and grew up with similar experiences, they often share similar characteristics and thought processes. Skinny Confidential features UGC content from young users, and their copy uses vocabulary geared towards young females.

You wouldn’t want to spend your time and money making sure your campaigns make sense to seniors—that would be a waste. Dollar Shave Club did the same with their ads, they targeted men aged with this campaign, and used humorous messaged to get their point across. The platform uses different messaging for all these segments, making sure the features it advertises match their individual needs. A single, 18-year-old college freshman has different wants, needs, and desires than a 45-year-old attorney who’s married with children. Demographic segmentation is perhaps the most commonly used method among the four main types of marketing segmentation. Implementing a citizen segmentation to support the development of a more sustainable travel system

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