For marketers, reaching the right audience at the right time is much more efficient and essential—and this is where the concept and practice of demographic targeting comes in. Knowing who your target audience is and understanding how to target your content to them is key to the success of your strategies.
Often, focusing your campaign only on achieving great reach may not bring the expected results, as not everyone who was covered is part of the group of potential customers for your business.
Not familiar with the term and want to learn more about reaching your ideal audience using demographic targeting? So, stay with us in this article!
What is demographic targeting?
Demographic segmentation is a digital marketing practice that segments, divides the market into smaller groups and, for this, takes into account some criteria, such as:
- Occupation (profession).
With this instrument, it is possible to create filters that delimit the target audience of your campaigns and messages in marketing strategies. That way, those individuals who can effectively become customers will go.
This filtering process, by discarding groups that do not fit your company’s focus, increases your business’ conversion rate. This means that more people will be converted into customers, increasing your sales by targeting content to groups based on their demographics.
This way, using segmentation, it’s easier:
- Do market research ;
- Know how to better develop the processes in your model of digital entrepreneurship ;
- Modify something in an existing system;
- Implement new services.
- Launch a new product.
Want to know how to make a successful launch? See the video below:
How does demographic targeting work?
The choice of criteria that effectively influence your business, research of demographic data related to your target audience and the elaboration of some filters and parameters. This is done from the conclusions drawn from the analyzes made from the data, impact more people and maximize profitability.
Demographic segmentation is performed after a demographic data gathering, which makes you able to draw a profile of the target audience that your business should reach. This is all based on the identification of some demographic groups, formed from their common characteristics.
Examples of demographic segmentation
Each criterion used in a demographic segmentation delimits a specific demographic group, which includes its own demographic data to be interpreted and used in the way that is most advantageous to the conversion of customers who consume its products and services.
More fully, some examples of demographic segmentation are those that separate groups taking into account factors such as:
They are usually divided into age groups with common behaviours and interests. It is not advisable to form a demographic group with a very large age range. That way, you won’t mix too many different lifestyles and cross over other demographics that are very discordant with each other.’
Groups of 17 to 24 years and 25 to 35 years, for example, are good segmentation and easier to work with. An exclusive segment for people over 65 years old can also be well worked, considering the common needs of this age group.
Income is a factor that directly influences an individual’s purchase decision. This analysis takes into account a segmentation based on minimum wages, in the case of a Brazilian clientele, or on annual earnings, in the case of the United States or Europe.
Different salaries consequently lead to different lifestyles and paying attention to this contributes to a broader understanding of the conditions and interests that your target audience has in relation to your products and services.
A geotargeting basically identifies where your current and potential customers are. This is done in order to outline, even if digitally, how marketing actions can reach these locations in a more intense and personalized way.
State, city and neighbourhood are some of the criteria taken into account in this segment and that can help, in a simple and practical way, to understand the lifestyle and interest patterns of a particular geographic group.
Why do demographic targeting?
Demographic targeting helps you understand what your target audience or persona needs. An 18-year-old, for example, will have different interests, behaviours, problems and requirements than a 40-year-old.
Therefore, demographic data such as age and other elements already mentioned are very valuable when understanding how you can reach the niche that accompanies you in an interesting and advantageous way, as well as how a potential customer will be converted to the business.
As complex as it may seem, as it involves a huge amount of data, demographic targeting is one of the quickest and easiest ways to create an audience-focused marketing plan.
Segmenting these individuals into demographic groups makes it easier to create a broader market view. However, it is always good to consider that groups are also interpreted in a generalized way.
This means that not all members of a demographic will necessarily behave in the same way. After all, they may not have the same interests, just because they are of the same age or nationality.
Therefore, this segmentation is efficient to target paid traffic campaigns and should be used, as it will reach your persona. However, if in any test you notice that some behave differently, it is worth considering that there are also behavioural variables and the subjectivity of each individual in action in this process.
Finally, in the midst of so many rapid changes in the market, it is always important not to forget to keep the demographic segmentation criteria and data up to date.
The way your target audience behaves towards your services can change, leading to a need to transform strategies towards the demographic that best fits as your potential customers.
Thus, following population trends helps to maintain efficient demographic segmentation, in addition to making your business stand out from the competition in the digital market.
Want to learn more about digital marketing strategies for your sales beyond demographic targeting?
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