The most successful marketing campaigns deliver a core idea that effortlessly crosses multiple channels, each increasing its predecessor’s impact. Effectively plan channel-specific content to reach the target audience with the right message and stay on the right track at the right time. In essence, proper strategic planning is more critical than ever. Drive success by profoundly understanding the target consumer’s values, desires, and behavior.

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Significance of Segmentation

A product can rarely satisfy everyone in the market. Every individual has their likes and dislikes. Thus, marketers start by dividing the markets into segments. Segmentation has been at the heart of strategic planning. Segmentation groups consumers by criteria such that those within a group will respond. Measures can be demographics, psychographic, and behavioral differences amongst buyers. After identifying market segments, the marketer decides which presents the most significant opportunity: its target market. The company then can develop a market offering that positions in the minds of the target buyers.

Read more about how to engage with your digital consumers – How to use emotional design to win customers.

Importance of Personalization

There are 2.9 billion internet users worldwide, and every person has a unique digital footprint. No two people genuinely behave the same. But digital is all about personalization. Personalization is tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals. Building a meaningful understanding of the different types of digital consumers is vital. However, it is almost impossible for brands to personalize content to an individual cost-effectively. Internet access, mobile usage, and eCommerce participation have all come and gone as factors that define behavior. Two dimensions differentiate digital consumers, and each has implications for how businesses can reach them.

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The first dimension is the extent to which a consumer is online. Higher digital engagement implies higher online video consumption, better engagement with eCommerce, multi-screening, and multiple online touchpoints on the path to purchase. If your target audience scores highly on this dimension, the implication is that your strategy (media, commerce, content) needs to be more digitally focused. 

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Social Media Effect

The second dimension is how social media connection and content are vital to a digital consumer. Do they feel the urge to check their Facebook status all day? Are they vocal online or more nosy? Are they likely to respond to branded content on social channels? And in mature economies, does society play a role in the purchase journey? By answering these questions, you can determine whether a strategy led by social content is right for your target audience or not. There are four primary personas for digital consumers. Each business could have a variation of these.

Read more about digitization trends in our previous article- Everything you need to know about digitization trends

Influencers

At the top end of digital influence and social engagement are leaders or influencers (people who have large social media networks). They literally ‘live online’ and continuously connect throughout the day, and they are more vocal on social media. 

For example, Roy is a 21-year-old master’s student at UCLA who loves to post content on Facebook, Twitter, and Instagram. He is very interested in the latest devices and likes to get the most out of them. For example, Roy syncs his Twitter, Instagram, and Facebook accounts with his satellite and links them to Google Maps to check pictures of his destinations. He has a large following on his social media channels. Brands take notice of Roy’s content generation and fan engagement capabilities. They want to leverage his influential status to sell their products to his fanbase potentially. 

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Practical Consumers

One-third of the digital population in most markets is considered functional. These practical consumers tend to be slower and more cautious when adopting new technology. They embrace technology either to keep pace with the world or out of necessity. They are hesitant to shop online, preferring to make online purchases only for essential items while seeking physical stores for a sense of exclusivity.

For example, Elise in Germany is a typical functional. She is concerned regarding online security and privacy and created an account on Facebook and Instagram out of peer pressure. She likes to read books, paint, and exercise rather than spending time on the internet. But in this digital world, online engagement is inevitable, and personages like Elise (practical consumers) will need help from the online environment they are currently avoiding. The brand’s real challenge is to increase practical consumers’ digital engagement by finding ways to provide guidance and assurance to their privacy.

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Spectators

Highly technologically curious and inspired spectators take pride in knowing about up-to-the-minute innovations. They are incredibly comfortable around technology and enjoy figuring things out for themselves. However, they lack enthusiasm for social media, unlike influencers. Spectators account for up to 10 to 20% of the online population in a market.

For example, Nakayla, a 35-year-old graphic designer in Savannah, has changed how she uses social media. There has been a significant change in how she uses social media in recent years. As she grew older, she reduced the status updates she posted on Facebook. Her need for privacy has increased, and she doesn’t want acquaintances to know her life’s details. Indeed, in the last year, she deleted unwanted friends and followers from Facebook and Instagram. She wants to connect with only those people whom she knows. While she doesn’t create much online content, she is technologically advanced, owning a MacBook and an iMac apart from her smartphone.

Spectators dive deep and rely on customer reviews, search engines, blogs, and retailers’ websites for information. Marketers should invest in online marketing with intellectual and meaningful content to tailor this group of people, as spectators are open to brand engagements.

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Connectors

Connectors are the opposite of spectators. In their dictionary, online means being only on social media. They account for about 15-20% of the online population in most markets. They don’t have an interest in having the latest devices. A smartphone connecting them with their loved ones and the world is more than enough for them. 

For example, moms and dads (45+ years old) have started using Facebook, Instagram, and Twitter in the last few years to get back in touch with their friends. After observing their children using social media, they also decided to join. They now regularly update their status, upload pictures, and communicate using social media platforms with their friends and children. They are a big fan of WhatsApp. From a marketing perspective, connectors are receptive to brands online since they spend much time exploring social media platforms. They are likely to be open to following brands but are looking for “useful information” and a direct personal benefit. Exclusive products at reasonable prices might encourage them to buy online.

Learn more- Reasons to Leverage Edge AI Applications to Improve Customer Experience

Conclusion

Multi-channel marketing strategies are required to effectively reach the right target digital customers across various digital avenues. Different strategies will influence each of the four personas described above differently. Each requires careful examination of how they behave regarding your product, which channels you should aim to reach them through before you seek to do so, and what content and execution you should use to engage them. Designial can help you identify your digital consumers. Contact us now. Learn more about us.