Every successful business is built on a strong audience strategy
Go beyond demographics and behaviors
The best audiences are often not the most obvious choices
While developing an audience strategy may seem like a straight-forward process, the best audience is frequently not the most obvious choice. More often than not, the best audience strategy is not defined by a demographic or even a behavior. Rather, the best segments are the ones that share a unique need, exhibit a specific set of attitudes or requirements, or share an experience. The key to a successful audience strategy is identifying these segments, determining which ones the brand has permission to succeed with, and installing a plan to reach them efficiently and effectively.
Keys to a successful audience strategy
They are needs based
While they may include a demographic or behavioral component (e.g. age, income, past purchase habits, etc.), their foundation is typically an attitude, expectation, or need the brand is uniquely positioned to address.
They are hierarchical
Brands typically have varying degrees of permission to succeed – while they may have permission to succeed with multiple segments of the market, some segments present a greater opportunity for success than others. Successful audience strategies embrace this opportunity not only by allowing the brand to align its value proposition with the unique needs of each of these segments, but also by driving resource decisions and performance expectations with each of these segments.
They are connected
Too often, powerful audience strategies are watered down by attempts to translate the strategy to media platforms with different data ecosystems. The best audience strategies only reap rewards for brands that find effective ways to activate them efficiently and effectively.
Progressive brands are committed to learning from doing. As such, measurement systems are in place that enable the brand to evaluate their audience strategy and optimize it accordingly.
More than a scorecard — the audience intelligence you need to strengthen your brand
Activate brand research data by developing targeted audiences
Brand research can do more than simply report the past. They can be a valuable tool to propel activation efforts in the market. Brand research provides valuable data on identifying key segments such as those unaware of your brand, aware/non-triers, or try/didn’t buy again, as well as those loyal to competitors and why. This data can be integrated with online behavior data to create addressable audiences you can target with tactical messaging, turning what was a scorecard into an activation platform to future-proof your business.
Big Village helps identify and target the right audience
Building audience strategy from the ground up
We start with the core need your product or service is focused on resolving or addressing, focusing on understanding who in the market exhibits that need (and who doesn’t). We then layer in propensity to act, looking specifically for audiences who exhibit some propensity to act on this need (because not all do). Our goal throughout is to understand who these people are, what makes them tick, and where to find them.
What you need, when you need
Big Village helps brands (and their agencies) develop data-driven, world class audience strategies. Relationships with thousands of publishers through EMX by Big Village enable us to assist brands in reaching these segments without suffering from the waste or loss of scale that traditional audience strategies are typically subject to.
All this is powered by subject matter expertise, multi-source data strategy, and predictive analytics prowess. Big Village moves organizations along the audience strategy maturity continuum, ultimately driving ROI for brands and their agencies.
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