“Who cares about segmentation? This is such a drag. All these A/B testings, contemplations. It’s a lot easier to put the product on display for the entire world to see. Those who want to buy from us will find us!”
Such arrogance was expressed in response to a suggestion I made to my business-owning friend to change the marketing approach of his business and focus on the segments that will be 100% interested in his product. Yet, my words fell on deaf ears.
As you may already have realized, today we will talk about audience-based marketing and how a regular entrepreneur can benefit from that.
Audience-based marketing is all about segmentation, namely, the audience that takes an interest in a certain product or service. Therefore, this allows entire marketing campaigns (SMM, PR, content creation, etc.) to be built to comply with the wishes and culture of the chosen target audience.
This approach is in direct contrast to product-based marketing, which focuses on the product and service as the main asset to advertise. For sure, the ideal variant is to be able to equally benefit from both options, yet most frequently, only one variant is chosen by marketers.
At K&C ,we have experience with both product-based and audience-based marketing. And in our humble opinion, the audience-based approach offers more opportunities than the undifferentiated one.
According to audience-based marketing, all customers are different. Many men have many minds. An individual approach. You’re unique and so on. Although, all human being are similar to each other in many basic things, such as our tastes, values, appreciations, and views, all of which allows us to group into smaller segments. This means that the segmentation process can last until two people are left.
The segmentation can be performed even in a usual office, where a defining factor is the arrangement of tables in the space. Those sitting in the left corner will have their own humour, while those sitting in the right corner may have acquired their own morning ritual. This description may sound a little bit crude, yet the point is that you understand group preferences.
Why do we need A/B testing? To test your hypotheses on how to optimize sales. Which banner sells best - with a cat or dog? We divide the audience into two equal parts, the first we show the cat, the other - the dog. We compare sales, draw conclusions, and change the behavior of the application without updating.
Today, there are ready-made systems on the market that solve the articulated tasks. For example:
-swrve.com — “In terms of pricing Swrve is between $2000 and $9000 payable monthly, with an annual subscription. The cost is based on the number of custom segments and concurrent a/b tests you would like to run.”
-www.localytics.com — “Enterprice Starts at $1,790 per month, all apps (volume-based pricing).”
-clevertap.com - “The average price starts at $999 per month.”
We’re focusing on the cost here to show you that there’s a chance to benefit from audience-marketing making everything on your own, yet it is not cheap. Tell us if you know similar cheap or even free systems by leaving a comment!
Moreover, such a templated approach can turn into a long and complicated story from organisational and technical points of view. You’re likely to find yourself cursing the day when you rejected the idea to consult with specialists.
In the K&C blog, we have already described our collaboration with Informa and technological updates we provided for the company. But there is one more aspect of our relationship that is completely based on the reorganisation of the Informa marketing function.
Informa Group, namely, its KNect365 project that was established with an eye to providing a web portal for the sale and marketing of events. Every event was led by a team of marketing managers, who amounted to 2-3 thousand in total. However, the marketing approach they applied to their events frustrated the efforts of all these people. The principle they were guided by was product-based.
Our primary task was to make marketing managers of all projects work together according to the audience-based marketing so as to change the way people are attracted to the Informa platform.
After we decided to improve marketing through automation of most manual processes, we came up with the following actions:
1.Carried out the analysis of the current situation to find out what events worked well/bad.
2.Started to track the statistics regarding the already published articles to understand what topics work better for our target audience.
3.Developed joint solutions on the optimization of marketing processes.
4.Engaged different consulting firms, such as Ernst & Young in order to provide more smooth transition to a new marketing level.
In the result of the described retargeting, we proceed with writing articles, social media posts, press releases, and buying additional ad campaigns in media. What has changed is both the focus and the channels we communicate to our potential audience through. Additionally, Google Analytics is very important as it collects all the data about visits, actions, clicks, traffic, etc. Invest in smart marketing- most of your competition likely is already.