Using first-party data to create good customer profiles can be a good starting point for any marketer. Most businesses have in the past relied on demographic statistics to come up with generalizations regarding the type of products or services their customers want. This has been an inaccurate assumption because there are other dynamics that affect consumer preferences. Knowing a customer on an individual level will help marketers achieve better results when they are communicating to their audience. Compiling loads of data from online sources can be hectic, especially if you have a huge client base.
However, viable solutions have been provided by recent technology known as machine learning. With this technology, business people can create detailed audience profiles using the data gathered from website visitors.Know Your Audience on a Personal Level In-depth audience profiling can be a useful strategy because you get specific details that are unique to each person. You should never make assumptions that people of the same gender or age group have certain preferences that are the same for all. In most instances, people can be from the same place or be in the same age group but share completely different views. Once you get to know the preference of a customer on a personal level, it's easy to identify their lifestyle, opinions or interests.
The kind of marketing you do will also be intended for the audience that needs it.Organize Your Audience Based on Interests Using various online platforms like social media can give you the right insight when you are trying to create audience segments. Once you identify a group of people who have the same interests, create an avenue where they can freely interact and share ideas. Such interactions are very essential in helping customers create digital communities that are helpful to their needs. You can go ahead and create messages that will be useful to the specific communities.Stay on Tabs with Future Needs A good marketer is able to use audience data to predict the future. There are certain needs that people will never know they exist until you communicate to them.
Marketers can come up with propensity profiles that will enable them to create products that customers are likely to demand in future. It's easy for marketers to predict future needs for different audience segments with the help of machine learning capabilities.What business people need to acknowledge is that using demographics to determine customer interests is not enough. The audience is composed of real people who have unique needs. Making assumptions or generalizing may not work well for most people because the information they get is irrelevant to them. With the right audience profiling combined with useful machine learning, marketers are more likely to serve customers better.