How to use demographics to improve marketing results

By Nigel TempleNo Comments
Demographics is primarily used within B2C (Business to Consumer) marketing). At The Marketing Compass, we are often asked how to use demographics to improve marketing results. By thinking in terms of demographics, you can create offers, headlines, advertisements, web pages, events and entire marketing campaigns which are aimed at distinct groups of consumers. This will help you to improve your marketing results. Demographics are part of the market segmentation process. The benefits of segmentation include improving your copywriting, as it is easier to write for a 'group of people with shared needs'. If you sell to consumers (the 'general public'), the factors to consider include: Age Can you define age brackets for the people you are marketing to? For example 18 – 25 or 50 plus. (Beware of this approach, as it can be too simplistic). Gender Are you selling to just men or just women? If you are selling to both, are your products / services more relevant to men or to women? Socio-economic group Can...
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10 rules of internet marketing

By Ben TempleNo Comments
Rule 1 - Decide what your objectives are. Keep focused on them Rule 2 - Ask your prospects and customers what they would like to see within your website or your permission based e-newsletter Rule 3 - Test Test Test. This is the way to discover what people really think Rule 4 - As a mass communication medium, the internet is unique because it is interactive. How interactive is your internet marketing? Rule 5 - Create e-relationships (with customers and business partners). How can you help each other to prosper? Rule 6 - Choose your promotional techniques - to promote your website / e-newsletter Rule 7 - Integrate your internet marketing with your promotional mix Rule 8 - Keep everything simple. Don't use technology for the sake of it Rule 9 - Content is everything. Have useful, helpful content Rule 10 - Don't expect instant success. Persistence is what counts ...
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Segmentation is a key element of your marketing strategy

Segmentation is a key element of your marketing strategy

By Ben Temple1 Comment
A market segment = a group of people with shared needs. By segmenting your market, you will find it easier to communicate. You can create propositions, key messages, offers etc for each market segment. As your messages are in line with the market segment, you will get more response and make more sales. Here are two examples of market segments: * Independent professionals, working in the Thames Valley, looking for more clients (B2B marketing) * Fashion conscious 18 - 24 year old ABC1 women living in Chelsea (Consumer marketing) Ideally, you should use a CRM (Customer Relationship Management System) to manage your customer database and segments. For further information, here is a Wikipedia article....
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