Social Media Marketing All-in-One For Dummies. Michelle Krasniak

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СКАЧАТЬ Affluentials Comfortable suburban lifestyle (six sub-segments) Middleburbs Middle-class suburbs (five sub-segments) Inner Suburbs Downscale inner suburbs of metropolitan areas (four sub-segments) Second City Society Wealthy families in smaller cities on fringes of metro areas (three sub-segments) City Centers Low income, satellite cities with mixed demographics (five sub-segments) Micro-City Blues Downscale residents in second cities (five sub-segments) Landed Gentry Wealthy Americans in small towns (five sub-segments) Country Comfort Upper-middle-class homeowners in bedroom communities (five sub-segments) Middle America Middle-class homeowners in small towns and exurbs (six sub-segments) Rustic Living Most isolated towns and rural areas (six sub-segments)

       Reproduced with permission of The Nielsen Company; Source: Nielsen Claritas

      Purchasing behavior in different life stages

      Rather than look at a target market solely in terms of demographics, life stage analysis considers what people are doing with their lives, recognizing that it may affect media behavior and spending patterns.

Purchasing behavior may also differ by life stages, such as the family life cycle, as shown in Table 3-2. Note that the family life cycle described in the table may not accurately reflect the wider range of today’s lifestyles.

TABLE 3-2 Stage in the Family Life Cycle

Life Stage	Sample Products or Services They Buy
Single, no children (also known as Bachelor Stage)	Fashionable clothing, vehicles
Newly Married Couples, no children	Good furniture, new homes, insurance
Family Nest 1, young children	Baby food and toys, children’s items, activities, and education
Family Nest 2, older children	College, possibly travel and furniture
Empty nest, children gone	Vacations, hobbies, savings for retirement
Solitary survivor	Savings, accommodations, medical expenses

      Source: Adapted from www.marketing91.com/family-life-cycle

      

You’re looking for a fit between the profile of your target audience and that of the social media service.

      

With more flexible timing for going through life passages, demographic analysis isn’t enough for many types of products and services. Women may have children later in life; many older, nontraditional students go back to college; some retirees reenter the workforce to supplement Social Security earnings. What your prospective customers do each day may influence what they buy and which media outlets they use more than their age or location.

      For example, Statista found in 2019 there were nearly 3.5 billion mobile social media users worldwide. (www.statista.com/topics/2478/mobile-social-networks/#:~:text=As%20of%20July%202019%2C%20there,and%20affordability%20of%20mobile%20internet).

      Psychographics or lifestyle

      Psychographic segmentation divides a market by social class, lifestyle, or the shared activities, interests, and opinions of prospective customers. It helps identify groups in a social-networking service or other, smaller, social networks that attract users who meet your desired profile.

Behavioral segmentation, which is closely related, divides potential buyers based on their uses, responses, or attitudes toward a product or service. To obtain this information about your customers, consider including a quick poll as part of your e-newsletter, website, or blog. Although the results from those who reply may not be exactly representative of your total customer base — or that of prospective customers — a survey gives you some starter data.

      

Don’t confuse the psychographic profile of a group with personality traits specific to an individual.

      Psychographic segmentation, such as that found at http://strategicbusinessinsights.com/vals/usframework2015-08.png, helps you identify not only where to promote your company but also how to craft your message. For example, understanding your specific target group, its mindset, and its lifestyle might help you appeal to customers such as the Innovators described at that URL; they might be interested in your high-end line of fashion, home decor, or vacation destinations. Or you might target Experiencers at that URL for a wild new restaurant, a zipline adventure, or an energy drink.

      

To develop a better understanding of psychographic profiling, take the quick VALS (Values and Life Styles) survey yourself at www.strategicbusinessinsights.com/vals/presurvey.shtml.

      Affinity groups

      Segmenting by affinity group (a group of people who share similar interests or participate in similar activities) fills in the blank at the end of the “People who like this interest or activity also like …” statement. Because psychographic segmentation uses activity as a subsection, that approach is somewhat similar.

For example, in Figure 3-2, Quantcast estimates other interests of visitors to Goodreads (www.goodreads.com) based on their browsing behavior under the General Interests option. (This data is available only for quantified sites — that is, sites for which the site owners have verified the data.) A check mark to the right of the name of the site indicates that it is quantified; otherwise, you see the label “not quantified.”

      

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