Zappi conducted research with the American Marketing Association (AMA) to uncover the current state of connected insights and the insights function. Read on to discover a summary of our key findings. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. The work insights teams do has an important business impact<\/h2>\n\n\n\nWhile insights professionals have traditionally struggled to get a \u201cseat at the table\u201d for major decisions that drive major business impact, our research indicates that insights teams are viewed more favorably than ever before by organizations, with half stating that their insights function is viewed as a strategic partner. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXe8Gz2FpHBuWJbG0iDti7EcK_M4ZX0IumllFM_qIZMKW9jDfN5waLoOajqUAlE9n76bSLdpu9I-6-iHo0tDKFOQi75M0Tx0fuaQZBvwARrWNt9p_xr8N6S-nCqhtp3O7pApB1MiVqXT_i-S9e1Z-tvXdQaU?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\nWe also see high satisfaction of both the insights function and the relationship between insights and marketing. Most importantly, the majority of respondents agree that consumer insights are \u201cmassively influential\u201d over business decision making at their companies.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXchlhPGy46xcpjNiwAXxL4rak2MlkP54JGga5mRDuLldneYQ9bpofZlr5so8HNR7nJzh4XEfuifHboHxHau8L54IbrlN_eVKh1qI_gQMesP05Iakcq1k4oNmOJOoZdWjLrZECowD5YVks5qnJgZ8yjCFwFv?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\nHowever, it\u2019s worth noting that 1 in 5 still report that the insights team at their organization is viewed as an \u201corder taker,\u201d indicating that there is certainly still room to improve how insights operate with their stakeholders and how they are viewed. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Insights functions are connecting consumer data <\/h2>\n\n\n\nWhile technology is commonly used by insights functions to generate consumer insights, the majority of respondents said their consumer insights projects are not yet handled systematically. <\/p>\n\n\n\nInstead, they either use separate tools and programs or carry out projects ad hoc, with a combination of different vendors and technologies. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXejNJ3Evcr0I0bi2Is8TX80CWoiE7eKHRZzA-TMLQuejRl4bEP1zftd8IjIa79NyTQ4qxEmGriWeB3H5u8tx_jJp_3jxaDs9m48UxwhV5Bs0jeWEaBVXSlV04UD54wKKzSlENim5FLOIWB0jOIiH4cLzvAU?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\nWhen asked what the blockers were for using a connected insights system, respondents listed budget constraints, disconnected data and time constraints as the biggest. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXc4lQDt--FJmSqymizmj5aQQxKP-WRAN3XInqT05NjNEvQJhf-kb1moZdc2CDsrqUMI3axMQebqHemxuC3sl30P3z8zl9Uz1eaEwlAmhYBesE3kwvUmQqf6i_8qXENn9GlmUX6t-bd3YJYM0g9NWrXKvQ?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\nHowever, even with these blockers, we found that insights professionals are more likely to state that their insights are already systematized when compared to marketing and product\/brand teams.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXfyeHoTrQtIFn7st2QvaSgLZVf_eWXCnz-6RKRTnJPRD4W-R2nUw7IBumn1f6u3HKET0TE8VA3mNEQRggoQ-BvFot9S74Jcp53Ydbm7NpClP3BpIMuNKzfR6eYUa_Eu0yesIf5OvzppAVd0L1nW_X_m5js?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">3. Systematization and connected insights drive satisfaction with insights teams<\/h2>\n\n\n\nMost companies have yet to systematize their insights, but our data shows that when systematized and connected, this is a key driver for high satisfaction from both a team and project perspective. <\/p>\n\n\n\nHere\u2019s what respondents felt from a project perspective: <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXdKS_viF48ThqcV8cJMxJYoIR2_-mxNdcHGW3Ey-Nmp5I3JbFuI-asryBqfy24aAMa-WMfOKTkoAx2qpEo36OIsgrv8hsNFs5QxaL_EjKzxY7xQv24nYDweGHmNO5FUuhGgLr5QBE3w5flw9xzD_PUDv31-?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\nHere\u2019s what respondents felt from a team perspective: <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXcXV-pgfxPf7C3mc5vPpgFV5NQ9U2XncgZWB4XjDpBG_G24-YY1caY5--8siqj-dTiYrLrxt4z4cQleFEJhSBuhMQtAeLatRXTTKwygQWtZ7kKS0WyexM5ABNBW6PTCs9CfufMGhlfg6JNa8qCFqDy-ztNG?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\nThis has massive implications for insights teams, from how they approach consumer data to how they approach their day-to-day and more. It is also a clear indication of the benefits of connecting insights from a business decision-making standpoint. <\/p>\n\n\n\nThe more connected insights are, the easier it is for businesses to make informed decisions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Insights teams are more likely than marketers to be driving the AI agenda<\/h2>\n\n\n\nThe rise of AI often stirs fears about technology taking over jobs, as machines become capable of performing tasks traditionally done by humans. However, while AI does have the potential to disrupt certain job markets, embracing it can bring substantial benefits. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXe6eos6go7fS1z-Sz1W-1Uwcd52AYwZVOS_CIgIBFjcYUgW4Jj2BafIhujqLuPPxO8r5aFHZx_91ThjzVo3CgjwXGo_RQGRFTPsbQ6ocLsiatFDlu_d48fpG-w_g-adNkt_BB7dmthN3t6s0jF9ryD33eg?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\nWhile most respondents agreed that AI is an important tool for leveraging consumer data, insights teams were recorded as being more willing to lean into AI and have a greater understanding of its importance overall. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////lh7-rt.googleusercontent.com//docsz//AD_4nXeL-vFF3m6JN66OVC9rPtl1NFcRseqczBb6ianEq82sP65z_6KXrLtYLhzhJjd9EOAiW7W24zAgwXK_p5hDvDel7Iw-8uZ7L_gawDwkl123l_KDIWePOICmjm64HafSsK2tMHALGP-lzSWvUxW11GaHlYte?key=l2iXHmelpuuD59Iupi8IfQ\%22 alt=\"\"\/><\/figure>\n\n\n\nThis indicates an openness within the function to embrace new technologies and ways of working, as well as a certain fearlessness to their approach \u2014 something brands need in their corner in order to succeed. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts\">Final thoughts<\/h2>\n\n\n\nThis study from Zappi and the American Marketing Association is the largest known sample of respondents of any similar insights maturity study conducted since <a href=https://www.ama.org/"https:////www.bcg.com//publications//2009//markerting-sales-customer-experience-consumer-voice/">Boston Consulting Group\u2019s original research in 2009<\/a>. <\/p>\n\n\n\nFrom our research, we conclude that systematizing insights, and driving insights maturity more generally, is not only an important and growing trend, but rather a business imperative. Companies that fail to improve their insights maturity may ultimately fail to drive consumer centricity and run the risk of being left behind.<\/p>\n\n\n\n To dive deeper into our findings and discover the implications for CMOs and insights professionals, <a href=https://www.ama.org/"https:////www.zappi.io//web//connected-insights-imperative-report///">download the full report<\/a>. <\/p>\n","post_title":"Uncovering the Current State of Connected Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"uncovering-the-current-state-of-connected-insights","to_ping":"","pinged":"","post_modified":"2024-08-20 13:34:34","post_modified_gmt":"2024-08-20 18:34:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=166809","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":150588,"post_author":"146335","post_date":"2024-03-04 13:53:40","post_date_gmt":"2024-03-04 19:53:40","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-comparing-the-top-5-marketing-automation-platforms-and-the-business-cases-they-suit-best\">Comparing the Top 5 Marketing Automation Platforms and the business cases they suit best.<\/h4>\n\n\n\nOn a quest to find the best marketing automation platform (MAP) for your organization? MA software can be a major investment. But, when done right, it has the power to transform your marketing processes, and scale your business like never before. <\/p>\n\n\n\nThe first step is picking the right platform - one that suits your business requirements now, and will grow with you into the future. To help you evaluate the options, our certified consultants at Marketing Automation Corp. (MAC) created this comprehensive guide comparing the strengths, weaknesses, and unique features of the top 5 most popular platforms: Marketo, Hubspot, Salesforce Marketing Cloud, Eloqua, and Pardot.<\/p>\n\n\n\nThis guide will compare the platforms on, Integration Capabilities, Flexibility, Scalability, and Ease of Use, noting unique features and limitations of each. <\/p>\n\n\n\nWhether you\u2019re a startup or an enterprise-level organization, these insights will empower you with the knowledge to choose the platform that aligns best with your business goals, budget and strategic vision.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa6023&ch=\%22 download>Download<\/a>\n","post_title":"Choosing The Perfect Marketing Automation Platform For Your Business","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"choosing-the-perfect-marketing-automation-platform-for-your-business","to_ping":"","pinged":"","post_modified":"2024-03-06 09:10:30","post_modified_gmt":"2024-03-06 15:10:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=150588","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":158281,"post_author":"73287","post_date":"2024-05-28 12:08:57","post_date_gmt":"2024-05-28 17:08:57","post_content":"\nArtificial intelligence (AI) has marketers buzzing\u2014but across industries, marketers and insights professionals are struggling to successfully leverage AI.<\/p>\n\n\n\nKnowing that effectively distilled and deployed insights act as the seeds of growth,1<\/sup> the AMA and Kantar <a href=https://www.ama.org/"https:////www.kantar.com//campaigns//insights2030//download-report/" target=\"_blank\" rel=\"noreferrer noopener\">surveyed<\/a> 606 marketers to understand where and how AI is used in insights development today, what roles it may displace, and, in turn, what skill sets organizations should prioritize to maximize the benefit created by insights professionals and AI tools.<\/p>\n\n\n\nThe research reveals that while there is broad excitement for AI and a sense that there are specific actions AI can perform effectively, marketers feel AI is actually less suited to solve the top challenges facing insights teams today: crafting insights-backed stories and activating new ideas with relevant business leaders.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-insights-development-key-challenges\">Insights Development: Key Challenges<\/h2>\n\n\n\nThe insights development process comes in many shapes and forms but broadly follows a similar pattern after a problem is clearly defined:<\/p>\n\n\n\n<ol>\n<li>Data Assessment<\/strong>: Insights teams build a sense of understanding of all the data they have collected.<\/li>\n\n\n\n<li>Insight Distillation<\/strong>: The data is analyzed and transformed into actionable insights with the aim of answering one or more key business questions.<\/li>\n\n\n\n<li>Activation<\/strong>: Insights are firmly linked to business strategies and presented in compelling stories that encourage stakeholder adoption and activation.<\/li>\n<\/ol>\n\n\n\nThe top three challenges insights professionals face (when sufficient, quality data is available) are not found in the data assessment phase. They\u2019re found in the transition from insight distillation into the activation phase: connecting the dots across multiple data sources to reveal the bigger story, crafting that story, and gaining stakeholder buy-in on the result (see Exhibit 1).<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-1_for-web.png?resize=1024,528\%22 alt=\"Bar graph showing top challenges when distilling and actioning insights from multiple sources, ranging from 51 percent for connecting dots across sources to 20 percent for being overwhelmed with data. The three main challenges noted in the text are highlighted.\" class=\"wp-image-158348\"\/><figcaption class=\"wp-element-caption\">Exhibit 1<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-current-use-of-ai-for-insights\">The Current Use of AI for Insights<\/h2>\n\n\n\nToday, 23% of marketers state they have AI capabilities built into their insights processes and are actively using them. This usage is commonly found in the initial data assessment phase of insights development (see Exhibit 2).<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-2-_for-web.png?resize=1024,529\%22 alt=\"Bar graph showing how AI is being used in organizations, ranging from 44 percent for generating new ideas to 9 percent for gaining stakeholder buy-in. Four prominent uses are highlighted: navigating large amounts of data, identifying points of interest in data, organizing data to be actionable, and describing data and information.\" class=\"wp-image-158352\"\/><figcaption class=\"wp-element-caption\">Exhibit 2<\/figcaption><\/figure>\n\n\n\nThis corresponds with how marketers are currently interested in leveraging AI: while there is broad interest in using AI across almost all use cases, marketers are most interested in using AI to tackle their lower-order challenges around assessing and managing data (see Exhibit 3).<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-3_for-web.png?resize=1024,586\%22 alt=\"Bar graph showing levels of interest in development of AI for marketing use cases in organizations, ranging from 76 percent for navigating large data amounts to 50 percent for understanding consumers\u2019 human side. The same four uses highlighted in Exhibit 2 are highlighted again, now at 68 percent to 76 percent.\" class=\"wp-image-158353\"\/><figcaption class=\"wp-element-caption\">Exhibit 3<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-usage-in-the-future\">AI Usage in the Future<\/h2>\n\n\n\nWhile today\u2019s AI usage and interest intersect in the early stages of the insights process, perceptions of AI capabilities indicate that there is appetite for AI to be deployed beyond data assessment, into areas where it may outperform people (see Exhibit 4).<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-4_for-web.png?resize=1024,602\%22 alt=\"Bar graph showing which is better at various use cases: people or AI or equal. AI is shown as best at navigating large amounts of data (78 percent); people are best at understanding the human side of consumers (84 percent).\" class=\"wp-image-158354\"\/><figcaption class=\"wp-element-caption\">Exhibit 4<\/figcaption><\/figure>\n\n\n\nIn the future, AI may aid in the transition from insight distillation to activation. There is interest in deploying AI against a top challenge: connecting the dots across different data sources for the bigger story<\/em>. While only 15% of respondents state they are currently using AI in this capacity, 72% stated they are interested in doing so, and 49% of respondents think AI is already better than people at performing this task, compared with 29% who think people are superior.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-does-this-mean-for-how-organizations-compete\">What Does This Mean for How Organizations Compete?<\/h2>\n\n\n\n<a href=https://www.ama.org/"https:////www.ama.org//marketing-news//the-imperative-of-marketing-imagination///" target=\"_blank\" rel=\"noreferrer noopener\">Insights 2030<\/a> and <a href=https://www.ama.org/"https:////hbr.org//2016//09//building-an-insights-engine/" target=\"_blank\" rel=\"noreferrer noopener\">Insights 2020<\/a> research showed that the competitive advantage separating leading and lagging insights teams lies in the ability to transform data into actionable strategy. Leading organizations have processes and tools in place, now including AI, that free them to focus on strategic priorities and challenges rather than exerting effort on less valuable tasks.<\/p>\n\n\n\nDeveloping and leveraging an insight to change opinions and business strategies\u2014activating it\u2014is a challenge and strategic priority where marketers feel AI is ill-equipped to help:<\/p>\n\n\n\n<ul>\n<li>76% of respondents believe it is somewhat or extremely difficult to gain stakeholder adoption of new data or insights<\/em>, and 75% feel this is a problem better solved by people over AI.<\/li>\n\n\n\n<li>Similarly, even though there is some usage of AI in these areas, respondents think that telling compelling stories based on insights<\/em> and developing strategies based on insights<\/em> are also better accomplished by people (73% and 63% respectively).<\/li>\n<\/ul>\n\n\n\nMarketers are adopting AI to better assess their data and are hopeful that it can help them connect dots across multiple data sources. But activating insights, which includes some of the biggest, mission-critical challenges insights professionals face, remains a human skill set.<\/p>\n\n\n\nOrganizations can\u2019t remain on the sidelines as their competitors begin leveraging AI. The adoption of AI to handle lower-order challenges may further the divide between organizations. Leading companies that have already deployed AI to help with data assessment can focus their people on developing activation skill sets that drive business success. Laggers, on the other hand, must spend time on data assessment tasks, which may be important but don\u2019t directly drive business outcomes. Regardless of your current state of business, if you\u2019re afraid of being left behind, consider how AI can be leveraged in your own data assessment phase\u2014the common place to start.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-footnote\">Footnote<\/h4>\n\n\n\n1. Kantar, \u201cInsights 2030: The Imperative of Imagination,\u201d <a href=https://www.ama.org/"https:////www.kantar.com//campaigns//insights2030//download-report/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.kantar.com\/campaigns\/insights2030\/download-report<\/a>.<\/p>\n","post_title":"Reality Check: AI Will Probably Not Solve Your Biggest Insights Challenges","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"reality-check-ai-will-probably-not-solve-your-biggest-insights-challenges","to_ping":"","pinged":"","post_modified":"2024-05-29 10:00:31","post_modified_gmt":"2024-05-29 15:00:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=158281","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":153442,"post_author":"161905","post_date":"2024-04-09 16:21:53","post_date_gmt":"2024-04-09 21:21:53","post_content":"\nNailing your target audience isn't just marketing jargon\u2014it's your ticket to <a href=https://www.ama.org/"https:////www.campaignmonitor.com//resources//guides//email-marketing-new-rules///">boosting your sales by up to 20%<\/a>. Miss the mark, and you\u2019ll be essentially throwing money and effort out the window. <\/p>\n\n\n\nIn this blog, we will define \u2018target audience\u2019 and explain its importance in marketing strategy. We will also provide practical steps to help you successfully identify your target audience. <\/p>\n\n\n\nWe hope this blog will help you develop a good understanding of target audiences, improve campaign effectiveness, and enhance your business\u2019s profitability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-a-target-audience\">What is a Target Audience<\/strong>?<\/h2>\n\n\n\nA target audience is a specific group of people that are likely to be interested in your product or service. This group is identified using characteristics like age, gender, income, location, and interests. <\/p>\n\n\n\nA target audience helps you focus and tailor your marketing to a group of highly interested individuals instead of trying to reach everyone. For example, say you sell high-end sports gear; the characteristics of your target audience might be fitness enthusiasts from California, aged 18-35 with disposable income. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-target-audience-vs-target-market\">Target Audience vs Target Market<\/strong><\/h3>\n\n\n\nThe terms 'target audience' and 'target market' are often used interchangeably, but they actually have different meanings. <\/p>\n\n\n\nYour target market is the broad group of consumers you aim to reach, such as \"pet owners.\" <\/p>\n\n\n\nYour target audience, however, is a narrower group within this market, like \"dog owners aged 30-45 who enjoy outdoor activities with their pets.\" <\/strong>Essentially, a target audience is a subset of a target market. <\/strong><\/p>\n\n\n\nRecognizing this distinction helps focus your marketing efforts, ensuring more relevant and impactful engagement with potential customers. Let\u2019s now explore the various types of target audiences you can direct your marketing to.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-types-of-target-audience\">What are the Types of Target Audience?<\/strong><\/h2>\n\n\n\nAs we mentioned earlier, there are several types of target audiences based on different audience characteristics. Here\u2019s a quick rundown of some of the target audience types. Start thinking about which of these can be used to describe your target audience.<\/p>\n\n\n\n<ul>\n<li>Purchase Intention<\/strong>: This is an audience that is on the verge of buying, actively searching for information about products like yours. If you're launching an innovative fitness app, for example, this audience is already looking for the best fitness solutions available.<\/li>\n\n\n\n<li>Interests<\/strong>: These individuals have similar hobbies and passions. Whether they're into gourmet cooking, video gaming, or outdoor adventures, aligning your products and content with these interests can deeply engage them and foster <a href=https://www.ama.org/"https:////www.marketingevolution.com//marketing-essentials//what-is-brand-equity-marketing-evolution/">brand loyalty<\/a>.<\/li>\n\n\n\n<li>Subculture<\/strong>: These are people who share unique experiences or preferences form subcultures. Whether it's indie music lovers or vintage fashion enthusiasts, you can tap into these groups and foster a dedicated customer base.<\/li>\n\n\n\n<li>Lifestyle<\/strong>: This audience is defined by their way of life, values, and activities. For brands offering luxury travel experiences, the target audience might be affluent individuals who prioritize unique and high-end vacations.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image.jpeg/" alt=\"Lifestyle audience\" class=\"wp-image-153444\"\/><\/figure>\n\n\n\n<ul>\n<li>Behavioral<\/strong>: This type considers purchasing patterns, brand interactions, and product usage. Behavioral targeting allows for highly personalized marketing, such as recommending products based on past purchases.<\/li>\n\n\n\n<li>Geographic<\/strong>: Sometimes, where your audience lives can define their needs and interests. Geographic targeting is crucial for local businesses or products tailored to specific climates or cultural preferences.<\/li>\n\n\n\n<li>Demographic<\/strong>: This traditional method categorizes people by age, gender, income, education, etc. While broader, it's useful for products with a wide appeal or when combined with other types for more precision.<\/li>\n<\/ul>\n\n\n\nKeep in mind that this list isn\u2019t all-encompassing, and the magic often lies in mixing and matching these types or attributes to fine-tune your marketing strategy. <\/p>\n\n\n\nNow that we\u2019ve examined some of the attributes that make up the types of target audiences, let\u2019s discuss how to identify the right target audience for your product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-find-your-target-audience\">How to Find Your Target Audience<\/strong><\/h2>\n\n\n\nIdentifying your target audience is crucial for tailoring your marketing strategies to the right people. Here's a straightforward guide to help you uncover who your target audience really is:<\/p>\n\n\n\n<ul>\n<li>Analyze your customer base<\/strong>: Start with who's already buying from you. Look at demographics, purchasing behavior, and feedback. Marketing tools can offer insights into your website visitors\u2019 demographics and interests, helping you spot trends and common characteristics.<\/li>\n\n\n\n<li>Engage on social media<\/strong>: Social media isn't just for broadcasting; it's a goldmine for audience research. Engage with your followers, observe their interactions, and use social listening tools to understand their needs, preferences, and pain points.<\/li>\n\n\n\n<li>Conduct surveys and interviews<\/strong>: Direct feedback is invaluable. Surveys and interviews with current customers can reveal why they chose your product, what they love about it, and what could be improved, providing clues about others like them.<\/li>\n\n\n\n<li>Check out the competition<\/strong>: Your competitors\u2019 customers are potential targets for you, too. Analyze who they're targeting, how they're communicating, and what seems to be resonating with their audience. Note, however, that their target audiences might slightly differ from yours, especially with differentiated products.<\/li>\n\n\n\n<li>Use social media analytics<\/strong>: Social media platforms provide detailed analytics about who's interacting with your posts. This data can reveal patterns in age, location, and interests, helping you refine your target audience.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image_51d59e.png/" alt=\"Instagram analytics dashboard\" class=\"wp-image-153446\"\/><\/figure>\n\n\n\n<ul>\n<li>Use Google Analytics<\/strong>: Dive into Google Analytics to track visitor behavior on your website. This tool can help you identify which content is attracting visitors, where they come from, and what actions they take on your site, giving you clues about your most engaged audience segments.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image.png/" alt=\"Google Analytics dashboard\" class=\"wp-image-153445\"\/><\/figure>\n\n\n\n<ul>\n<li>Identify industry trends<\/strong>: Stay up-to-date with your industry's landscape. Trends can indicate shifts in consumer behavior or emerging audience segments that you can capitalize on.<\/li>\n\n\n\n<li>Create personas<\/strong>: Using the gathered data, develop user personas. These fictional profiles represent your ideal customers, helping your team visualize and understand the audience when creating marketing strategies.<\/li>\n<\/ul>\n\n\n\nAs you employ each of the methods above, you should be looking to have these questions answered by the data you collect:<\/p>\n\n\n\n<ol>\n<li>What are their biggest difficulties, problems, or desires? <\/strong>Understanding the challenges your audience faces or what they aspire to achieve allows you to position your product as the right solution.<\/li>\n\n\n\n<li>Where do they look for information online? <\/strong>Knowing where your audience spends their time online can help you distribute your content more effectively.<\/li>\n\n\n\n<li>What real benefit does your product offer? <\/strong>Highlighting how your product or service improves your audience's life demonstrates its value and relevance to them.<\/li>\n\n\n\n<li>What draws their attention negatively? <\/strong>Being aware of your audience's turn-offs helps you avoid potential pitfalls in your marketing and product development.<\/li>\n\n\n\n<li>Who do they trust? <\/strong>Recognizing the sources of information and endorsements your audience trusts can inform your partnership and testimonial strategies.<\/li>\n<\/ol>\n\n\n\nUsing the above methods to answer these questions will help you better hone in on who your target audience is and how best you can market to them.<\/p>\n\n\n\nLet\u2019s now discuss the many benefits that come along with knowing your target audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-benefits-of-knowing-your-target-audience\">The Benefits of Knowing Your Target Audience<\/strong><\/h2>\n\n\n\nUnderstanding your target audience isn't just good practice\u2014it's a strategic move that can significantly enhance your marketing outcomes. Here are some key benefits of getting to know your target audience inside out:<\/p>\n\n\n\n<ol>\n<li>Increased engagement<\/strong>: Tailoring your content to the specific interests and needs of your audience boosts engagement. Personalized campaigns, especially emails, have been shown to drive transaction rates and revenue up by <a href=https://www.ama.org/"https:////www.experianplc.com//newsroom//press-releases//2014//experian-marketing-services-study-finds-personalized-emails-generate-six/">six times<\/a> compared to generic approaches.<\/li>\n\n\n\n<li>Higher conversion rates<\/strong>: When messages resonate, they drive action. Marketing that speaks directly to your target audience can boost conversion rates, turning viewers into customers more effectively.<\/li>\n\n\n\n<li>Cost efficiency<\/strong>: Focusing your marketing dollars on reaching the most receptive audience minimizes waste and maximizes ROI. It\u2019s about spending smarter, not more, to reach those who are genuinely interested.<\/li>\n\n\n\n<li>Brand loyalty<\/strong>: When customers feel seen and understood, they're more likely to stick around. This loyalty not only encourages repeat business but can also turn them into brand ambassadors. Up to <a href=https://www.ama.org/"https:////www.adweek.com//brand-marketing//despite-recognizing-the-importance-of-personalization-marketers-are-still-missing-the-mark///">80% of consumers<\/a> say personalized interaction makes them more likely to do business with a brand.<\/li>\n\n\n\n<li>Product Development Insights<\/strong>: Knowing what your audience craves or lacks can guide your product development, leading to offerings that hit the mark right out of the gate.<\/li>\n\n\n\n<li>Competitive Advantage<\/strong>: A deep understanding of your audience can uncover niche markets or needs that competitors overlook. This can position you as the go-to brand for these specific desires.<\/li>\n\n\n\n<li>Streamlined Communication<\/strong>: Knowledge of where your audience hangs out and what content they engage with allows for more effective communication strategies, ensuring your messages are not just seen but acted upon.<\/li>\n<\/ol>\n\n\n\nIn essence, delving into the specifics of your target audience does more than refine your marketing\u2014it solidifies your brand\u2019s presence in the market. It drives growth and fosters a loyal customer base through strategic and insightful engagement.<\/p>\n\n\n\nNow let\u2019s see how companies in the real world are using their target audience knowledge for marketing success.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-target-audience-industry-examples\">Target Audience Industry Examples<\/strong><\/h2>\n\n\n\nUnderstanding the target audience concept becomes clearer with real-world examples. Here are a few examples from different industries showcasing how identifying and catering to a target audience can lead to significant success:<\/p>\n\n\n\n<ol>\n<li>Vans<\/strong><\/li>\n<\/ol>\n\n\n\nOriginally appealing to skateboarders in the 1960s, Vans has expanded its target audience over the years while still maintaining its core base. The brand segments its marketing efforts, creating different product lines and marketing campaigns that appeal to various subcultures, including <a href=https://www.ama.org/"https:////www.instagram.com//vanssurf//?hl=en\%22>surfers<\/a> and <a href=https://www.ama.org/"https:////www.instagram.com//vansbmx66//?hl=en\%22>BMX riders<\/a>. By recognizing and addressing the unique needs and values of each subculture, Vans has cultivated a broader, yet still loyal, customer base.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image_92c8e1.png/" alt=\"Vans case study\" class=\"wp-image-153447\"\/><\/figure>\n\n\n\n<ol start=\"2\">\n<li>Netflix<\/strong><\/li>\n<\/ol>\n\n\n\nNetflix tailors its offerings and marketing strategies to fit a wide array of interests and demographics, utilizing viewer data to inform content development and recommendations. The streaming giant has identified subcultures within its audience, such as <a href=https://www.ama.org/"https:////kotaku.com//netflix-anime-global-subscribers-viewing-most-watched-2-1848730862/">anime enthusiasts<\/a>, and has <a href=https://www.ama.org/"https:////variety.com//2022//tv//asia//ghost-in-the-shell-netflix-anime-1235216752///">significantly increased its anime content<\/a> in response. This strategic targeting has helped Netflix retain viewer interest and attract new subscribers from niche markets.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image_3dee0b.png/" alt=\"Netflix case study\" class=\"wp-image-153448\"\/><\/figure>\n\n\n\n<ol start=\"3\">\n<li>Fortnite<\/strong><\/li>\n<\/ol>\n\n\n\nThe online video game Fortnite has masterfully tapped into the overlap between gaming and other entertainment interests, such as those of <a href=https://www.ama.org/"https:////blog.gwi.com//marketing//weird-facts-about-gamers///">anime fans<\/a>. By introducing content and collaborations, like the <a href=https://www.ama.org/"https:////www.epicgames.com//fortnite//en-US//news//goku-powers-up-fortnite-x-dragon-ball-your-power-is-unleashed/">Dragon Ball Z <\/a>and <a href=https://www.ama.org/"https:////www.fortnite.com//news//korra-enters-fortnite-and-waterbending-comes-to-battle-royale/">Avatar franchise, Fortnite has broadened its appeal. These strategic moves cater to the game's diverse player base, enhancing user engagement and attracting new players from different interest groups.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image_1cc6f4.png/" alt=\"Fortnite case study\" class=\"wp-image-153449\"\/><\/figure>\n\n\n\nThese examples highlight the importance of identifying and understanding your target audience in any industry. By focusing on the specific needs, interests, and behaviors of their audiences, companies can develop tailored marketing strategies that resonate more effectively, driving engagement, loyalty, and growth. <\/p>\n\n\n\nWhat's Next?<\/strong><\/p>\n\n\n\nGetting to know your target audience really well is crucial for your marketing to work. Start by looking closely at the data and talking more with your audience. Always be ready to change things based on what you learn. Aim to turn initial interest into long-term loyalty, and keep trying new things and improving to keep your audience interested and close.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-faq-understanding-your-target-audience\">FAQ: Understanding Your Target Audience<\/strong><\/h2>\n\n\n\n<ol>\n<li>Are there disadvantages to focusing too narrowly on a target audience?<\/strong><\/li>\n<\/ol>\n\n\n\nYes, focusing too narrowly can cause you to overlook potential customers who fall just outside your defined audience but may still have an interest in your product or service. It's important to balance specificity with the openness to adapt and expand your audience as needed.<\/p>\n\n\n\n<ol start=\"2\">\n<li>Why is finding your target audience crucial?<\/strong><\/li>\n<\/ol>\n\n\n\nIdentifying your target audience allows for more effective and efficient marketing. When you know who you're talking to, you can tailor your messages to meet their specific needs and interests, leading to higher engagement and better ROI.<\/p>\n\n\n\n<ol start=\"3\">\n<li>Can a company have more than one target audience?<\/strong><\/li>\n<\/ol>\n\n\n\nAbsolutely. Many businesses serve multiple target audiences, especially if they offer a range of products or services. Understanding the distinct characteristics of each group can help tailor your marketing efforts to appeal to each segment uniquely.<\/p>\n\n\n\n<ol start=\"4\">\n<li>How often should I reevaluate my target audience?<\/strong><\/li>\n<\/ol>\n\n\n\nRegularly. Market trends, consumer behaviors, and your own product offerings can change over time. Reassessing your target audience periodically ensures your marketing remains relevant and effective.<\/p>\n\n\n\n<ol start=\"5\">\n<li>What role does social media play in identifying my target audience?<\/strong><\/li>\n<\/ol>\n\n\n\n<a href=https://www.ama.org/"https:////www.ama.org//marketing-news//social-media-marketing-strategy///">Social media<\/a> is invaluable for gaining insights into your audience's preferences, behaviors, and feedback. It also provides a direct line of communication for engaging with your audience and building relationships.<\/p>\n\n\n\n<ol start=\"6\">\n<li>How do changes in technology affect target audience identification?<\/strong><\/li>\n<\/ol>\n\n\n\nTechnology advancements can alter how and where your audience consumes content, their purchasing behavior, and even their needs and preferences. Staying abreast of technological trends is crucial to adapt your targeting strategies effectively.<\/p>\n","post_title":"How to Find Your Target Audience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"target-audience","to_ping":"","pinged":"","post_modified":"2024-04-09 16:21:56","post_modified_gmt":"2024-04-09 21:21:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=153442","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

Market Research

Market research refers to the gathering of consumer data and insights, such as their preferences or needs. Once identified, market research plays a crucial role is supplying marketers with the audience and consumer information necessary for building successful campaigns. Here you will find a collection of research insights and marketing news articles from the AMA archive regarding market research.

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