The Complete Guide to Audience Research, Segmentation, and Targeting - Marketing Insider GroupBy Marketing Insider Group (contrib. Mojified Media)
How well do you know your audience? Audience research is a critical part of developing any marketing strategy but it’s not always given the time and attention it really needs.
According to a survey of 1,600 marketers, a shocking 65% never or rarely conduct audience research.
But why is audience research so important? The same study showed that those that do research their audience are over 3x more likely to achieve their marketing goals.
If you don’t really understand who your audience is and what their needs and challenges are, you could fail even with the most carefully planned marketing strategy.
We can all think of big marketing campaigns that have been a disaster. These “marketing fails” are most usually the result of poor or insufficient audience research.
Many brands think they know their audience when in fact they’re making assumptions. . . .