Using audience insights to maximize your marketing ROI
Depending on the tool or method used to collect and process social data, audience insights can range from basic demographic information such as age cohort, education level, or occupation to psychographic variables, which may include a group’s shared hobbies, interests, and values. Other potential consumer insights one could obtain from social media data include language(s) used, brand affinities, device and app usage, media consumption habits, purchasing behavior, and lifestyle choices.
By obtaining this type of information about your customers or target audience, you can ensure that you deliver the right content to the right audience on the most effective channels for your purposes. These insights are critical for carrying out audience segmentation through which you can define a specific audience, tailoring your messaging to that audience, and then choosing communication channels in a way that maximizes the impact and cost-effectiveness of your marketing initiatives. Moreover, the insights gathered from audience analysis are not just useful for refining your content strategy but can also be used to find key influencers in your market, investigate your competitors, and inform research and development.