What’s the tea on audience analysis?


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Digital Marketing can be an overwhelming realm of expensive tools and jargon. Deciphering how to invest to produce results and be cost-effective for your business can be challenging. Using a digital agency specialising in these methodologies (such as Audience Analysis) can reduce costs and ensure that you have access to many tools. Social media marketing, in particular, can be challenging as you are aware you need to be using it, but you might not know how or think it is working for you.

The preferred channel for ad influence is social media. Pitney Bowes reports that 54% of Gen Z and 49% Millennials choose this channel. So, using social media effectively is vital.

If you believe social media marketing isn’t working for you, it may be because you are not targeting the right people at the right time. Millennials and Gen Z spend over two and a half hours on social media every day (World Economic Forum), but it has to be the right tone and be visible to them for your message to resonate.

Audience Identification Analysis

What is it?

Well, essentially, it is what says on the tin. We use Artificial Intelligence to reveal over 175 characteristics of your existing and potential audience.

Why is it important?

Audience Intelligence insights enable you to target the right individuals with more relevant and engaging campaigns.
Complete Audience Intelligence Insights obtained can be found here: Link to the audience

Segments in audience analysis

In this blog, the focus will be on audience segmentation and understanding existing audience segments. We will also explore how you could discover new segments of individuals to market to who may be interested in your brand. First, audiences can be found by investigating your current audience’s insights and then using them to find new audiences with the same traits. Another strategy is to use competitor audiences where there is an overlap in interests, personality, or demographics. This audience could be essential to target.

Once we have established segments, we can drill down into the specific demographics, interests, personality traits, buying habits, and the list goes on. We can also export this audience to Twitter followers to target them in a campaign. To target Facebook, LinkedIn, and Instagram, we would present the demographics and socioeconomic info to use filters to match the ad platforms’ audiences.

Tea break

mobile internet, wifi connection on smartphone in cafe
Image source: Adobe Stock

On that note, let’s look at the top UK tea brands to show how you can use tangible insights because who doesn’t love a cup of tea?

We looked at the characteristics of the audience who follow the Tetley Tea brand in the UK.

The audience had a segment of people who enjoyed “competitions”. The segment was unique to Tetley Tea when compared to Yorkshire Tea and PG Tips tea brands. How Tetley Tea can utilise this information: firstly, continue to keep this segment of their audience engaged by posting competitions. Another option could be to identify people who follow competitions and target these individuals with a marketing campaign for competitions to increase their followers and awareness. We could also explore brands that incorporate competitions into their strategy to see what works well for Content Ideation. This method could be used for organic or paid advertisements for the audience.

Yorkshire Tea VS PG Tips

When we looked at Yorkshire Tea and PG Tips, we could see a segment of ‘mums’ present in all the tea followers. If we take Tetley Tea’s marketing strategy into account, knowing that this segment also exists in competitor brands opens more opportunities. There may be followers in this segment for Yorkshire Tea, which Tetley Tea could market to by directing a campaign to mums, building rapport, gaining Tetley Tea followers, and increasing brand awareness. Increasing brand awareness can increase sales as brand awareness is influential in purchasing decisions. Moreover, the household’s mum may do the food shopping or influence the person who does the food shopping.

How can Audience Analysis help you?

1. Firstly, who are the customers we should target?
2. How can we reach the target audiences?
3. What tone of voice will resonate with the reader?
4. What type of content would appeal to them?
5. When is the best time to reach them?
6. Finally, which channels should we focus our resources on first?

Raven Wheatley Hawkins
Digital marketing manager with a demonstrated history of working with social research and marketing within an agency. Skilled in Social Listening, Digital Research, Audience Insight Analysis, Email Marketing, Coaching, Communication, Relationship Building, Technology Sourcing, and Technology Management. Strong digital marketing professional with certification from Hubspot and Google Academy.


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