Updated: September 5, 2019
Written by: Kim Kohatsu
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You can see demographic segmentation at play when you walk into any grocery store. Depending on where you live, you’ll see all kinds of different people.
Peek into their carts and you’ll get a glimpse of who they are: The young mother with a toddler strapped to her back may haul away Annie’s Organic Mac and Cheese, strawberries, and baby wipes. The overeager college student might grab a mountain of candy and soda for an all-night cram session.
Every person’s lifestyle demands a different set of items.
This concept applies to consumers of every kind. That’s why everyone who sells a product needs to know who they’re selling to and what those people like.
Demography is the “statistical study of human populations, especially with reference to size and density, distribution, and vital statistics.” The main reason to study demographic segmentation is to help build your brand to fit your customers’ needs.
Demographic segmentation helps you personalize your products, services, and advertisements. The more a campaign is personalized, the more likely a customer is to click and purchase.
A customer demographic is a set of data pertaining to a group of peoplewho purchase your product.
In marketing, segmentation is the act of breaking your target market into groups (segments) that share certain characteristics.
So, demographic segmentation is breaking your customer demographics into segments to better study their preferences, distastes, and buying tendencies.
A demographic could be any group of people who share a characteristic: for example, babies, teenagers, or the elderly. Dog owners and cat owners. Or people who are single versus people who are married.
People can belong to several demographic groups at once. Forexample, you could be a dog-owning elderly person who’s single. Then you’d belong to three of the different demographic populations mentioned above!
But marketers generally look at one or two variables at a time. A person who is looking to sell dog toys won’t particularly care if you’re single.
In demographic marketing segmentation, the groups are typically based on these demographic characteristics:
Included in demographic segmentation are the following segments:
When demographics are segmented, the narrower focus can help an organization target its consumers more accurately. They can study the segments to find out how best to serve their customers’ needs.
Every product on the market can benefit from a marketing strategy that uses demographic segmentation. Why? Because all feedback is not created equal. It’s better to ask the opinions of people who are likely to buy or use your product than those who aren’t. Likely customers will give you better insights into how well your marketing and messaging work.
One author used demographic segmentation to find outwhich book cover catches the eye of people who read at least one book a month. After all, non-readers or people who don’t read very often aren’t likely to pick up the book, no matter how appealing the cover.
Another marketer used demographic segmentation to find out which icon for a mobile dating app appeals to people who are single. The kind of information this segmentation provides will help the app serve its customers — singles who want to be couples — much better.
With PickFu, you can create polls that target different
It’s well-known that massive companies like Facebook and Instagram use extremely specific demographic segmentation to help advertisers effectively target their users.
Take me, for example. I’m a mom of a young child. I also adore reading books.
Facebook knows all that. Here are three ads — two from Facebook, one from Instagram — that popped up in my feeds recently. These demographic segmentation examples will probably bring to mind your own encounters with social media advertisements.
First, a Safeway ad for diapers and other baby necessities.
Second, an advertisement for an online will-creating service — something every parent absolutely should use ASAP!
And last, an advertisement for a shirt I just might run off to purchase because it is so me.
Each of these advertisements caught my attention because I would buy any of the three products. And if I’m going to have to look at advertisements on my social media pages, I’d rather be looking at relevant products and services than things I don’t care about.
Demographic segmentation is crucial to any marketing strategy. You want the ads your audience sees to compel them to act. If they don’t care about the ads because the ads have nothing to do with their life, that’s marketing money gone to waste.
While it may seem strange that social media sites seem to know exactly what everyone likes, it’s all a marketing strategy using demographic segmentation. All the big businesses are doing it, all the time.
Says one marketing expert, “Facebook combines the information from data collection companies likeEpsilon,Datalogix,Acxiom,andBlueKaiwith
Later, that information will be used to target ads specifically to that pizza-loving person.
If you’d rather take a front-door approach to demographic segmentation, using PickFu is a simple and effective way to do that because users know that they’re offering their information, and they do it willingly.
By targeting a specific demographic segment—such as family people who have several children — you’ll get the most relevant answers to your marketing research questions. You’ll know what your customers prefer and what they’re most likely to buy.
As a marketer, the best way to use demographic segmentation to your advantage is:
Have you written a book? Designed an app? Are you setting up an e-commerce store? PickFu can help you with demographic segmentation.
If you know your target audience (and in this day and age, you absolutely should know exactly who you’re selling to), create a poll targeted at that demographic.
Ask them which version of your product would make them more willing to purchase it.
Breaking your customer demographics into segments to better study their preferences, distastes, and buying tendencies.
Age, race, marital status, number of children — all of these are examples of personal demographics.
You can use the information you discover from demographic segmentation to shape the way you make, advertise, and sell your product.
A demographic segment is a group of people clustered together by one demographic trait, such as age range, religion, or marital status.
Big companies like Facebook and Safeway use it, as do small companies or even authors of self-published books. Everyone can use demographic segmentation to better understand their customers.