Demographic criteria are not enough in today’s world to define the behavior of the customers. Demographic factors include age, origin, place of residence, income, gender, etc. The post-demographic trend indicates that tastes and habits now span individuals who used to be divided into different and separate groups.
According to research, there are products emerging that are used by all age groups, and it’s difficult to differentiate which age group or gender is using which product. This means that the marketing campaigns that are run on the basis of demographic segmentation, are failing and missing a lot of their audience that can be targeted. This could be a complete loss for the company. Thus, there arises a need to know the needs of the customers at the peculiar time.
Here is what you can do to solve all such problems. Intent marketing which can also be called real-time marketing helps in identifying signals that indicate purchase readiness Regardless of the term chosen, it helps you to know the real-time responses. The type of signal given by the user at a point of time matters more than the static demographic segmentation. What matters here is what that particular individual is doing at that point of time. This is the reason why intent marketing involves the creation of segments that are dynamic with variable numbers of users and 1-to-1 campaigns where the message has to be the response to the behavior of the user. The most important aspect here is that customer’s behavior and the context that affects the decision of making purchases. For example – Place, weather, or the proximity of a local shop of the brand.
One of our clients was facing problems in getting their targeted audience due to the nature of their product and it became difficult for them to speak to them. At the same time, the deterioration in weather conditions did not help them to gain the audience they needed. A huge amount of budget used on advertising was being wasted as it was reaching to persons who did not need them at all at that particular point of time.
We helped our client to know what was wrong. Actually, we were trying to fix the wrong problem. Through a lot researches we got to know that the prospects were willing to use Google and search for their products online instead of enquiring with the sales person of the company directly.
After this, what we did was by using AdWords, we pinpointed the specific outbreak areas even before they became visible. This precise adaption helped to increase the sales of our client by 40% as the advertisements reached the needy people and the funds of our clients were putto use in the right direction.
Here are a few tactics that can help you to put your efforts in the right direction even when the messages are addressed to narrow groups that are much smaller than the demographic groups –
Combining data from various from various or different sources – For example – data from mobile applications, social media, and the user’s profile that is built on the basis of his or her behavior online.
Working on real time data – User has to act when the need will quickly disappear and is able to respond to the needs of their clients immediately.
Automation Process – You will be requiring automated responses if you are willing to send too many narrow-targeted campaigns that are launched in response to a specific type of event.
Dynamic Content – Newsletters, arranging products on the home page of the website etc. All of this is very static and only formulated messages can reach each person in the same form.
Today, demography no longer constrains customers, but thanks to intent marketing that it helps the marketers to communicate with recipients more easily.