6 Steps to Better Understanding Your Audience

6 Steps to Better Understanding Your Audience

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#AudienceUnderstanding

#AudienceUnderstanding

Bradley Martin • Director of Customer Acquisition bradley@spendsetter.com • @bradleymartinII

#AudienceUnderstanding

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 jonathan@jebbit.com • @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

#AudienceUnderstanding

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

3

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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.

#AudienceUnderstanding

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 hello@spendsetter.com

www.jebbit.com marketing@jebbit.com