6 Steps to Better Understanding Your Audience
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Transcript of 6 Steps to Better Understanding Your Audience
6 Steps to Better Understanding Your Audience
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#AudienceUnderstanding
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Bradley Martin • Director of Customer Acquisition [email protected] • @bradleymartinII
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Spendsetter is a Advocate Marketing Platform that allows brands to identify and reward their most influential customers.
About Spendsetter
Marketp
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Jonathan Lacoste • Co-founder & COO [email protected] • @lacostejonathan
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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.
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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.
www.spendsetter.com [email protected]
www.jebbit.com [email protected]