Introduction
In today’s dynamic, competitive and global business arena, marketers are constantly looking to present their products and services to different target markets using a number of approaches. Many brands turn to socio-demographic profiling and shopping behaviors to determine precisely the type of client that is looking for a specific product. When a marketer marks out a potential client through these types of profilings, it is easier to create the necessary marketing adjustments.
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Even though socio-demographic segmentation appears to encompass the details of a whole market, there is space to further narrow down each segment and to analyze each segment viscerally such as:
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AGE: Generation Baby Boomers, Generation X, Generation Y, Generation Z
GENDER: stay-at-home moms, metrosexuals, men, women and sexual orientation
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CULTURES: American consumer, European consumer, Asian consumer, MENA (Middle East & north Africa) consumer or Australasia consumer
SOCIAL MEDIA PROFILES: Facebook profile types, Twitter profile types, Klout profile types
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This approach in profiling often looks for the segment that exhibits additional potential in respect to expected turnover and performance.
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A growing business may consider socio-demographic customer profiling when a given portion of the population is faced with a specific challenge that requires a solution. Profiling a group with a common need will help a company to notice and to contribute to a worthy cause. Profiling is also recommended for a group with a mixture of interests or beliefs. The diverse differences within such a target population makes it vital to give each of the distinct groups a means to display their respective needs, while giving brands a chance to leverage these segments.
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Undertaking comprehensive customer profiling helps in the creation of different messages for various target groups. When there is a bias, especially with proximity or the reach capacity, there is a need to profile.
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Over the last few decades, the global economy has experienced various shifts, which have impacted differently on different generations. Although there might be a divide between these generations in respect to business and marketing strategies, one needs to have a clear grasp of the distinct characteristics of each generation that might have been influenced by different factors such as their upbringing, peer status, moral values and attitude. For marketers, it is prudent to assess beyond the exclusive prospects, lifestyles and other demographic attributes that matter to each group, to achieve marketing success. It is also absolutely critical that marketers understand the different ways in which different generations approach and use technology.
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Throughout this book, I will provide an introduction to what socio-demographic profiling are and also cover some of the traits of each market segment and how you can better market across different demographics such as generations, cultures or genders. As a significant part of marketing is now carried out on social networks I have also included some of the profile types on Facebook, Twitter and Klout. Social Media Networks are the first platforms that provide a clear direction on the likes and dislikes of a certain groups or individuals and this helps to better understand an individual’s life cycle and challenges and ultimately his purchasing habits.
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Whilst demographics are not always black and white and can be seen at times as sweeping generalizations, they also play a huge part in today’s marketing strategies. They should not be viewed as the only consideration when targeting an audience however they are hugely significant.
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