TARGETING

targeting

No matter the industry you operate in, it's essential that you have accurately identified your target audience. Your target audience can represent diverse characteristics but its needs should resonate with what you have to offer. The target audience governs your entire buying process as you offer solutions tailored to the audience's preferences to ensure success. Once you've identified your target audience, it becomes easier to make informed decisions and pitch your products to the best-suited buyers. However, identifying the right target audience is an intricate process and challenging for many, especially businesses that are just getting started. If you've been looking for ways to find a fitting target audience for your business, here are the 4 tips that may come in handy. So, without further ado. Let's get started. Target Audience Explained The target audience collectively represents a group of individuals that show an inclination towards a solution due to their needs or preferences. Your target audience may represent diverse characteristics such as gender, age, income, and other demographic classifications. But, it's the similarity of their needs and preferences that make them an ideal group you'd want to pitch your product to. The size of your target audience may vary in general depending on what you have to offer. That's why some industries tend to have a broad audience compared to others. However, this shouldn't affect your selection of a fitting audience as the key driver here is intent. You may operate in the same industry but have a different target audience than other players. For example, the target audience of a fine dining restaurant would be different than a regular restaurant because the former targets a specific niche in an industry. Whether you target a broad audience or a niche, the core purpose here is to identify individuals whose interests resonate with what you offer. Once you've successfully done that, you’d easily design data-driven targeting strategies and select the marketing channels that facilitate optimal yield. How to Identify Your Target Audience Identifying the best-suited target audience for a business is easier said than done. However, there are a few ways that can help you find people whose interests align with your offerings. 1. Know Yourself The first step to identifying the best-suited audience for your brand is knowing your brand. The more you know about yourself, the easier it would be for you to identify people who'd be interested in your product. Explore the benefits that your product offers and the problems that can be solved by its attributes. According to a survey, of people show an inclination toward brands that offer personalized experiences. And knowing yourself would enable you to offer personalized solutions to a niche best suited for your business and generate quality . 80% leads 2. Know Your Competitors To find an audience suitable for targeting it's important that you identify your competitors and know more about their customers. Your competitors are businesses that offer solutions similar to yours. So, knowing about the customers they serve would definitely help you learn more about your target audience. It's highly likely that the target audience of your competitors is similar to yours, if not completely identical. However, you need to factor in the similarities and differences in your offerings with that of the competitors to make an informed decision. It's reported that through testing and careful targeting, you can increase your conversion rate up to . So, once you've gathered information about the competing brands, it's essential that you analyze the data to verify the assumptions. 300% This is often referred to as competitor gap analysis. It's a powerful technique that enables you to devise efficient targeting strategies. For this, you need to shortlist a few key competitors and then cross-examine your product attributes with the ones offered by them. By doing this, you'd know what sets you apart from your core competitors. You'd also be able to find the queries your competitors are targeting along with the untapped areas which have not yet been targeted. 3. Explore Current Market Trends Market trends and insights of your respective industry play a key role in helping you identify your target audience. The preferences of customers and their buying behaviors are in a constant state of flux. Market dynamics change over time and often dictate people's interests or vice versa. This means that an audience that you used to target may not be relevant today as their preferences had changed. Being familiar with the latest trends is a must as it enables you to target a relevant audience and tailor your offerings as per respective use cases. Moreover, according to of marketers, targeted personalization is the key to engaging customers. And following market trends can help you offer personalized experiences. 74% Staying up-to-date with the latest trends is the only way you can find out about the changing needs of your potential customers and fulfill them with ease. 4. Ask the People People are often blatantly honest when inquired about whether or not they'd be interested in buying a particular product. So, to come up with a fitting targeting strategy, it's essential that you reach out to your potential customers. And the best way to do that is by leveraging social media platforms. More than billion people around the globe are active on social media. All you'll have to do is explore the social media platforms preferred by your potential target audience and ask the right questions. 4.62 You can gather valuable information from your potential target audience through online surveys or polls published on respective social media platforms. You can also engage your followers by sharing relevant content and gathering insights from their reactions and comments. Asking people if they'd be interested in your solution is a pretty straightforward way of finding your target audience and people interested in what you offer. It’s a Wrap There you have it. The 4 tips to identify your target audience. If you've been looking for ways to find the best-suited audience for your brand, try out the recommendations and see if they work.

4 Tips to Identify Your Target Audience

Digital marketing, which can most simply be defined as the use of Internet technologies to stimulate demand for goods and services online, has become an integral part of our lives over the last twenty years. Today, one might even say that Internet-based forms of advertising power the Web. This is certainly true if we consider the companies behind the current era of the Internet (Web 2.0). Google, which provides the operating system for most mobile devices (Android) and much of the infrastructure for the Internet, gets around 80% of its revenue from ads. Facebook (now Meta), which dominates social media — and which is now pushing to construct the next generation of the Internet ('the metaverse') — gets virtually all of its money from businesses trying to sell products online How We Got Here If there's one thing we've learned over these last couple of decades of the Internet, it is that things change quickly. When digital marketing first appeared in the era of 56kb per-second Internet in the mid-1990s, ads were very simple, rarely escaping the confines of 2D graphics. Faster Internet speeds that came with the new millennium led to more attractive — and oftentimes more distracting — promotions. Then, as tech improved in the 2010s, flashy banners and annoying pop-ups were gradually replaced by less mind-numbing forms of advertising. Now, in 2021, digital marketing has practically gone incognito, embedded into things like clickbait content that some internet users may even find appealing. The obvious question, then, might be “what's next for digital marketing?” To find out, It's worth taking a look at the technology that will shape our future. Digital marketers are a highly innovative bunch, and they are sure to add this tech to their toolboxes. In released earlier this year, McKinsey provides some fascinating insights on the subject. a report Upcoming Tech Trends In the report, the consulting firm remarks, first, that they see the most momentum in the fields of process automation and visualization, which is powered by technologies like robotics, the Internet of Things (IoT), and by 3D and 4D printing. This trend will be combined with enhanced connectivity brought on by fifth-generation (5G) broadband networks, which will enable businesses in many sectors to shift their workforces to a more remote format. Another direction of innovation will be new forms of computing. Not only will computers run more quickly, (quantum computers are expected to come along soon) but computers will also become distributed. In fact, already by 2025, as much as 50 percent of software is expected to have moved to the cloud. A jump to 80% in ten years is foreseeable. Furthermore, over the next decade, the software that powers our increasingly connected economies and private lives will become increasingly complex. As the report outlines, this software can only be made possible through a gradual shift from manual programming to neural networks that use machine learning to write the best possible code. Finally, as the rate that data is transferred to the internet grows exponentially, a better infrastructure for trust will need to be established. The report postulates that this role will be fulfilled by distributed-ledger technologies, including public and private blockchains. Digital Marketing For 2030 and Beyond Based on these upcoming tech trends, there are quite a number of directions we might predict digital marketing to take going into the future. Trend 1: Better Targeting and the Hyper-Personalization of Ads While McKinsey mostly talks about IoT within the context of its industrial applications, the same technology is set to transform our personal lives, as well. This will go beyond the digital assistants, like Amazon's Alexa, that we're familiar with today. Smart home devices and wearables will in the near future begin to grow in adoption at an exponential rate. As a result, data processing and collection will become a part of how we interact with virtually everything, from face scans that we use to pay to wristbands and other trackers we will use to keep our health in check. Whether we like it or not, it appears inevitable today that this data will be used to target consumers with advertisements. The sheer wealth of data that will be available in our ultra-connected future will mean that these ads will be personalized to an extent that we have yet to experience. In 2021, social media platforms have a pretty good idea about your personal preferences and interests, your professional history, where you live, where you work, and with whom you tend to communicate. By 2030, the IoT-powered ecosystems through which we will live our lives will know about our every purchase, our routes to and from work, and the degree to which we actually like each of our friends. Neural networks won't have any issue using this information to help brands select you as their ideal customer and get the perfectly tailored message broadcasted out to you throughout your virtual surroundings. Trend 2: “Hands-On” Marketing It might seem strange today, but people used to to shop in brick-and-mortar shops. When buying clothes, it was the only way to try things on. For groceries, it used to be necessary to actually touch and smell produce to make sure it was fresh. Not so long ago, people even went to record stores to listen to a track on a band's latest album before making the purchase. Over the next decade, advances in AR/VR, 3D printing, and internet speeds will bring these kinds of 'hands-on' experiences back to shopping. prefer Over the last few years, augmented reality representations have already been implemented as a part of mobile advertising. For example, the IKEA app enables users to see a digital representation in their phone of how a piece of furniture might look in their home. These kinds of features, going into the future, will become commonplace across industries, from fashion to food recipes, to home repairs. Increased adoption of 3D printers will make it possible for some retailers and manufacturers to distribute certain kinds of objects directly into homes. One prospect for digital marketers, here, will be to provide free printing designs to 3D-printer owners that include some brand-specific styling or text that promotes a company. Another will be to provide 'samples' of certain objects so that consumers can better understand if they would like to have them in their homes. Trend 3: Visual Search One of the biggest impacts on digital marketing over the next ten years will likely be made by 'visual search.' Today, the primary way that we 'ask' the internet about things is through text-based searches through engines like Google or Yahoo. In the near future, our devices will begin to feed us information about anything we point our phone cameras (or smart glasses!) towards. Let's say you are sitting at a café with your friend eating breakfast. If you like how the coffee cup looks, all you will have to do is take a picture of it. The photo-processing algorithms in your operating system or on the cloud will be able to find it, then process the payment with a quick swipe. With time, this technology will get really sophisticated, and you'll be able to click on virtually anything you see online in any photo and make your purchase in just a few taps on your phone's touchscreen. Trend 4: Chatbots Chatbots, which are already applied by companies worldwide in order to automate a range of sales- and customer service-related tasks, stand to revolutionize, at a minimum, B2C commerce online. In the not-so-distant future, most kinds of digital ads will be seamlessly integrated with automated, text-based, portals through which clients will be able to ask questions about products, receive exclusive offers, and make purchases. From the client's perspective, online shopping will feel more streamlined than ever. They will be able to, for example, click on an item they would like to purchase in an Instagram picture (visual search), then be directed to a sales bot. They will be able to automatically find out all necessary details about this item and, if they like, complete their order. This technology will also be used to market services. Automated systems will be developed that instantly dispatch any kind of service provider, from IT specialists to home cleaners and couriers. With improved speech-to-text processing, these tools will only become more harmoniously incorporated into our everyday lives. Summary When reflecting on how they spend their money today, many consumers would probably agree that e-commerce dominates. As a result, digital marketing, which drives traffic to online businesses, has become one of the world's most influential industries. As technologies like AI automation, AR/VR, 5G, and blockchain grow in sophistication, their use for the development and distribution of digital ads is assured.

How Might Digital Marketing Look in 2030?

2019 Tech Trends for Marketers: How finely tuned is your targeting? Video may have killed the radio star, but when it comes to 21st Century marketing, social media already has all of its predecessors firmly within its crosshairs. It’s startling to think that just a generation ago television advertising was the undisputed king of the hill when it came to effectively reaching out to your target audiences. The freedom of moving images coupled with the ability to choose who sees your campaign based on the schedule surrounding your advert was liberating for marketers who grew accustomed to compressing campaigns into print media — or 30-second audio clips for radio. (Shifting sands: Audiences under 36 have already begun to heavily favour digital approaches to advertising such as social media as opposed to the more traditional television-based campaigns. Image: Marketing Charts ) The power and accessibility of the World Wide Web have clearly changed the types of advertising channels that we’re exposed to. While older generations can still be expected to see 70% of their adverts on television, Millennials and Generation Z combined will see nearly 50% all their targeted adverts sourced from . social media platforms Speaking at a panel of 50 leading marketing professionals, Guardian News and Media Chief Digital Officer, that although the industry is fast evolving, “the creativity and the passion from brands that have really helped build loyalty and emotion is where marketing hasn’t changed. Those things you still need, but almost all aspects of marketing have changed very dramatically.” Tanya Cordrey was keen to highlight The winds of change have been whipping many industries with traditional roots in recent years, but few have been so swift to adapt to the digital age as marketing. Clearly, Cordrey’s aforementioned creativity and passion from industry professionals have shone through in finding swift solutions to the disruptive forces at play. Let’s take a deeper look at digital’s brave new world: Life after traditional marketing The pace in which the digital age has immersed itself into the world of marketing has posed exponential challenges for decision-makers worldwide. said: “The biggest challenge for the marketer of the future isn’t how do I get skilled up, but how do I get to fit into this machine and which cog am I going to try and be?” Charles Wells, Chief Marketing Officer for fundraising organisation Just Giving Wells’ words may seem ominous — as if the digital machine is a fearsome beast to tame — but there are unprecedented levels of opportunity for marketers to fine-tune their campaigns in order to appeal to users more directly — and, significantly, to engage with them on levels that were considered impossible some 15 years ago. Writing for Forbes, that modern marketing hinges on making the transition ‘from me to you.’ John Hall explains In the past, marketing campaigns were forced to be much more generalised, and much more focused on ‘talking at’ mass audiences rather than truly engaging with them. “In the past, brands would develop an idea or a message and push it out for everyone and their mother to see, whether those recipients truly cared to see it or not,” Hall elaborates. Today, technology enables brands and marketers to create campaigns and to more niche audiences, while social media-based platforms give businesses the chance to accurately gauge the general reception to specific marketing approaches. content that caters Community-based digital spaces like Twitter, Facebook and Instagram have built a bridge between marketers and their audiences where engagement opportunities are rife. A fledgeling marketing campaign can now receive instant feedback from a focus-group of , giving decision makers ample time to make essential tweaks and strategise future approaches. almost three billion social media users (Chart showing the number of social media users worldwide. Image: Statista ) Given the sheer volume of users active on the World Wide Web at any given money, and the near-unfathomable range of big data now available on demand, it’s fair to say that the internet has become the most influential tool in the history of target marketing. We’re no longer bound by one-size-fits-all campaigns that are designed to lure in as many potential customers as possible without specifically appealing to any of their characteristics. Hall summarises: “There’s a much greater focus on what audiences want and how they like to receive information, engage with content, and work with brands. Marketers need to listen to and authentically engage with audiences, and they need to do it on that audience’s terms. Technology can help.” Market dynamism Jennifer Yesbeck, Marketing Manager at Alexa, that “in marketing, if you’re trying to talk to everybody, you’re not reaching anybody.” has a philosophy In the marketing world of yesteryear, it was tricky business positioning a campaign under the noses of the right audience. Small fortunes were spent in attempting to reach as many potential customers as possible by taking educated guesses on the kind of publications they read and traditional media they digest. Thanks to the power of the digital age, we can now position content, adverts, calls-to-action directly in front of the people we’re trying to reach based on a gigantic network of demographics, including: age, gender, education, marital status, race, religion, political beliefs, personality, lifestyle, employment, region, country and residence among many other factors. (It’s never been easier to reach large audiences for less. Image: Seriously Simple Marketing ) The cost of appealing to audiences online may be remarkably low compared to traditional forms of marketing, but the true value that can be seen in digital campaigns stems from the ability to hit your precise target audience. This ensures that none of your marketing is wasted on apathetic viewers or readers, and maximises your chances of a campaign resulting in higher sales and clickthroughs. Organisations like makers to craft their own ‘buyer persona’, based on who marketers believe their target audience actually is. A buyer persona requires a little introspection over the kind of demographics your prospective buyers have, as well as their sources of influence and buying decisions. Once a buyer persona is created by marketers, Alexa then gets to work on finding exactly where their target audience will be found online, before appealing directly to them. Alexa allow decision is another excellent tool for incisive targeted marketing. By tapping into Google’s vast array of functions, you can not only decide how local or global to go but also work out exactly how to budget your campaign — based on the estimated clicks and calls your company you will receive. However, most campaigns fail before they even begin. Knowing how to optimise and target campaigns properly are essential in keeping costs down while maximising your return. Google Ads when advertising your business Tools like focus on optimising Google and Facebook Ads. Wordstream (Image: Wordstream ) Finally, there are few more strategic targeted marketing tools available than through Facebook Business. With an , Facebook makes for a formidable marketing directory. Through the company’s scalable options, you can base your campaigns on either achieving more audience engagement, calls, or clicks and get to work on placing your campaign under the noses of Facebook users based on factors like their demographics, location, interests, behaviour and/or their connections. estimated 2.3 billion users The world of marketing may have transformed beyond recognition, but in 2019 it’s never been easier to fine-tune your campaigns to reach exactly who you want on a budget of your choosing. Audience adaptation Modern marketing doesn’t have to be entirely outward-looking either, and it’s entirely possible for your own business website to convey multiple personalities in order to appeal to an array of different visitors even if they’re navigating on to the same domain. Tools like have enabled website owners to dive into analysis, providing webmasters with traffic quality data which can then be used to optimise different conversion funnels. Finteza traffic (Showing traffic quality details. Image: Finteza ) Do you want to spend the next month encouraging visitors from Japan to download your new iOS app? Are you eager to promote your early Black Friday sales prices to audiences from English speaking nations? Have you just launched your service in Brazil and want to showcase an introductory offer to them? It’s now entirely possible to adapt your website for anybody. The days of simply talking ‘at’ general audiences are over. Welcome to the brave new world of finely tuned targeted marketing.

If You’re Trying to Talk to Everybody, You’re Not Reaching Anybody

Imagine a future where every ad feels tailor-made for each viewer. AI is at the forefront of making this vision a reality. It can take user data from platforms like TikTok and craft personalized advertisements that resonate with individual preferences. For instance, in dating services, AI can dynamically alter elements like a model's hair color or facial features in a video ad to better capture a user's attention. This level of personalization can significantly boost engagement and conversion rates, making your ad campaigns more effective than ever before. AI tools can dramatically reduce the time and resources needed for content creation and iteration. Whether you're making videos for TikTok or Instagram, the ability to generate and fine-tune content quickly is a game-changer. It ensures that your content remains fresh and aligned with the latest trends, giving you a competitive edge in the market. Social Discovery Group has a portfolio of 50+ brands that help people connect and build relationships globally. A huge department of marketing experts stands behind it, scaling our products with the help of AI. In this article, the user acquisition team of SDG unveils three hands-on techniques that we use to elevate our video ads, enhancing their personalization and efficiency. The Power of Text Hooks The first few seconds of a video can make or break its success. To capture your audience's attention, a compelling hook is essential. Enter AI-powered text hooks, a simple yet highly effective technique to amplify your video's impact. AI enables the rapid generation of a wide array of text hook variations. This capability allows you to experiment with different hooks and identify the most captivating ones for testing. With iterative fine-tuning, you can tailor these hooks to specific audience segments, ensuring maximum engagement. To illustrate, let's consider an example of a query we used with ChatGPT to create text hooks for a TikTok ad. Remember, the more context you provide in your query, the better the results. AI can generate a range of high-quality text hooks perfectly suited to your video. AI-Driven Localization in Creative Production Expanding your reach to new markets and demographics has never been easier, thanks to AI-driven content localization. This approach not only saves time and resources but also ensures that your ads resonate with diverse audiences. For instance, we did the transformation of a video from its original English to a seamlessly translated Spanish version, achieved with the HeyGen AI tool. The Spanish adaptation maintained the natural tone and feel of the original content. Check the original video and the localized one to compare. This exemplifies the power of AI in creating localized content, offering a seamless way to connect with new markets and broaden your advertising horizons. AI in Concept and Script Creation AI isn't just about automation; it's a catalyst for creativity. When it comes to developing concepts and scripts for your marketing videos, AI can provide fresh and innovative ideas that might not be immediately apparent. Consider how AI-assisted us in crafting a concept for a TikTok ad promotion. By inputting details like our target audience and key messaging points, we obtained several customized concepts ready for refinement and production. This showcases AI's ability to efficiently generate creative concepts, streamlining the video creation process and unleashing your marketing team's creative potential. The integration of AI tools like ChatGPT into your marketing strategies for video ads is a game-changing move. It empowers you to deliver personalized content, ensures efficiency in content creation, and opens doors to new markets through content localization. Moreover, AI sparks creativity by suggesting innovative concepts and scripts. Embracing it in your advertising strategies is not just a choice but a necessity in the ever-evolving landscape of social media marketing. Written by Daniil Bendik, UA Manager at Social Discovery Group Imagine a future where every ad feels tailor-made for each viewer. AI is at the forefront of making this vision a reality. It can take user data from platforms like TikTok and craft personalized advertisements that resonate with individual preferences. For instance, in dating services, AI can dynamically alter elements like a model's hair color or facial features in a video ad to better capture a user's attention. This level of personalization can significantly boost engagement and conversion rates, making your ad campaigns more effective than ever before. AI AI tools can dramatically reduce the time and resources needed for content creation and iteration. Whether you're making videos for TikTok or Instagram, the ability to generate and fine-tune content quickly is a game-changer. It ensures that your content remains fresh and aligned with the latest trends, giving you a competitive edge in the market. Social Discovery Group has a portfolio of 50+ brands that help people connect and build relationships globally. A huge department of marketing experts stands behind it, scaling our products with the help of AI. In this article, the user acquisition team of SDG unveils three hands-on techniques that we use to elevate our video ads, enhancing their personalization and efficiency. The Power of Text Hooks The first few seconds of a video can make or break its success. To capture your audience's attention, a compelling hook is essential. Enter AI-powered text hooks, a simple yet highly effective technique to amplify your video's impact. AI enables the rapid generation of a wide array of text hook variations. This capability allows you to experiment with different hooks and identify the most captivating ones for testing. With iterative fine-tuning, you can tailor these hooks to specific audience segments, ensuring maximum engagement. To illustrate, let's consider an example of a query we used with ChatGPT to create text hooks for a TikTok ad. Remember, the more context you provide in your query, the better the results. AI can generate a range of high-quality text hooks perfectly suited to your video. AI-Driven Localization in Creative Production Expanding your reach to new markets and demographics has never been easier, thanks to AI-driven content localization. This approach not only saves time and resources but also ensures that your ads resonate with diverse audiences. For instance, we did the transformation of a video from its original English to a seamlessly translated Spanish version, achieved with the HeyGen AI tool. The Spanish adaptation maintained the natural tone and feel of the original content. Check the original video and the localized one to compare. This exemplifies the power of AI in creating localized content, offering a seamless way to connect with new markets and broaden your advertising horizons. original video localized one AI in Concept and Script Creation AI isn't just about automation; it's a catalyst for creativity. When it comes to developing concepts and scripts for your marketing videos, AI can provide fresh and innovative ideas that might not be immediately apparent. Consider how AI-assisted us in crafting a concept for a TikTok ad promotion. By inputting details like our target audience and key messaging points, we obtained several customized concepts ready for refinement and production. This showcases AI's ability to efficiently generate creative concepts, streamlining the video creation process and unleashing your marketing team's creative potential. The integration of AI tools like ChatGPT into your marketing strategies for video ads is a game-changing move. It empowers you to deliver personalized content, ensures efficiency in content creation, and opens doors to new markets through content localization. Moreover, AI sparks creativity by suggesting innovative concepts and scripts. Embracing it in your advertising strategies is not just a choice but a necessity in the ever-evolving landscape of social media marketing. Written by Daniil Bendik, UA Manager at Social Discovery Group Written by Daniil Bendik, UA Manager at Social Discovery Group Social Discovery Group

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Everything in business starts with the consumer. As time changes, the mental state & consumption habits of your target are also changing. What product/service could be an essential need today may become a treat tomorrow, or an expandable in a week. Waves are always changing directions. It’s hard to think about tomorrow The beauty of life is that it always changes. And we don’t get a sneak peek of what the future looks like. There is a downturn happening in the market, but a recession seems more plausible each day we wake up. This comes with a new set of challenges for each of us. Today, I’ll focus on the marketing scene. Everyone responsible for these actions in their company knows the unsettled waters that are going to come. Your current marketing tactics are short term focused Marketers always forget that the rise in sales isn’t caused by their great advertising solely. Purchases depend on consumers having enough income, feeling confident about their future, believing in business and the economy, and embracing lifestyles and values that encourage consumption. Some marketers blinded by the good economy adopt the undesired (egocentric) and fortify themselves with (ignorance) to keep their new bias protected. Ignorance is bliss. consensus bias naive realism Once again we (re)learn that the economy is fragile. Marketers have to learn how to handle the crisis and how to recover from it. For some lucky companies, the product-marketing fit has changed dramatically. However, for the not so lucky, it just disappeared. Brands have faced existential threats before, and many have shown a remarkable ability to act decisively and often counter instinctively to triumph in times of adversity. While you still handle the current health crisis, accept the new reality and plan for the recovery phase Assume things are going to be worse than you think. The market has dramatically tilted. Cutting the budget in a downturn will only help to defend gains in the short term. The brand, your company, will emerge from the downturn weaker and significantly less profitable. ( ) IPA research This step is where you discover your audience, understand it, and try to be part of their universe. In the end, to sell them your goods. Segmentation has 3 cornerstones to be coherent and valuable: Sometimes a shallowly handled essential step in the marketing process is the segmentation. age, gender, income, education, occupation, life stage, family Demographics analysis: lifestyle, interests, opinions, concerns, personality, values, attitudes Psychographics analysis: benefits sought, buyer journey stage, usage, intent, occasion, user status Behavioural analysis: Marketers typically to ease up the process segment according to demographics (“between 20–40,” “new mother” or “middle income”) or general lifestyle traits (“traditionalist”, “health-conscious”, “tech-savvy” etc.). Starting with a new segmentation is the first step. In a recession, such superficial segmentations may be less relevant than at least one psychological segmentation. Which takes into consideration consumers’ emotional reactions strictly to the economic environment. This can vary around demographics that could have different behaviours, but as humans, we all have the same emotions palette, regarding different variables. All big companies that grew smoothly thanks to their great marketing effort (lies, good economy to “blame”), will have to invest more in user research. Which, it hurts for a culture without the research mentality already embedded. The need for in-depth research is eternally there, it lets you focus on what you know rather than what you assume. Particularly important when it is about your target. of all the major past economic crises, made by 2 Harvard professors John Quelch & Katherine E. Jocz, distinguished 4 primary psychological segments that arise during this type of context. A research This segmentation allows seeing beyond the ‘target/consumer’ and understands the human behind, without dehumanising in generalised life traits and plain stupid demographics. This group reduces all types of spending by eliminating, postponing, decreasing, or substituting purchases. Although lower-income consumers typically fall into this segment, anxious higher-income consumers can as well, particularly if health or income circumstances change for the worse. This segment feels the most vulnerable and hardest hit financially. But less confident about the prospects for recovery in the near term or their ability to maintain their standard of living. Like slam-on-the-brakes consumers, they economize in all areas, though less aggressively. They constitute the largest segment and include the great majority of households unscathed by unemployment, representing a wide range of income levels. As news gets worse, pained-but-patient consumers increasingly migrate into the slam-on-the-brakes segment. Consumers in this segment tend to be resilient and optimistic about the long term. They consume at almost same as before, though now they tend to be a little more selective (and less conspicuous) about their purchases. The segment consists primarily of people in the top 5% income bracket. It also includes those who are less wealthy but feel confident about the stability of their finances — the comfortably retired, for example, or investors who got out of the market early or had their money in low-risk investments such as CDs. These consumers feel secure about their ability to ride out current and future bumps in the economy. This segment carries on as usual and for the most part, remains unconcerned about savings. The consumers in this group respond to the recession mainly by extending their timetables for making major purchases. Typically urban and younger, they are more likely to rent than to own, and they spend on experiences rather than stuff (except for consumer electronics). They’re unlikely to change their consumption behaviour unless they become unemployed. Regardless of which group consumers belong to, they prioritise consumption by sorting products and services into four categories: are necessary for survival or perceived as central to well-being. Essentials are indulgences whose immediate purchase is considered justifiable. Treats are needed or desired items whose purchase can be reasonably put off. Postponable's are perceived as unnecessary or unjustifiable. Expendables Everyone will reevaluate their consumption habits and priorities, as you can observe, this is already happening. You may choose cheaper private labels, you will reduce how many times you order food, or you will think twice when invited to go out. As your habits change, your needs will change too. Be aware of the behavioural changes in your target. They may erase your product from their list, and you still wonder why they don’t buy you anymore. This matrix has to be part of your future marketing meeting where you decide on the new marketing strategy. You still need to have the latest demographics & map of the new behaviours & habits, to have a more precise point of view of your target. Your conversion funnels & its KPIs will suffer major losses (very few will see boosts). It will look like this: Gather the main learnings from it and misplace it. You will need a new funnel to optimize. After you come up with a brand-new strategy, think about the new tactics for your psychological segments. As your target, now, may need/choose a cheaper alternative product or different general communication approach or to bundle it with other products. The same study reveals the broad marketing tactics used by brands during recessing for the newly identified segments. This matrix could serve as a guideline and inspiration. You have to make the extra move for your business & brand, as there is no one-size-fits-all solution. Either your product/ service is a pain killer or vitamin you have to understand how people’s behaviour will change, so you can begin to prepare. Consumers’ attitudes and behaviour return to “normal” within a year or two in most recession cases. Some of the behaviours may become permanent. (the need for good hygiene hopefully will stick further in time). Embrace the future don’t deny it. Rethinking your spendings is likely your first reaction. How to do that properly? Re-evaluate all your marketing channels, activities, and their cost-effectiveness. Focus on channels that deliver the most ROI. Gather all your past data & dive deeply into it. It is time for a completely new strategy, not just a small tweak. If you work with communication agencies it’s time to re-evaluate them also. Look for the ability of consultancy, look for a symbiosis partner, you both have to stay alive. A tight belt will force brands to focus: research, and properly analyze the trade-offs of which tactics to follow. The shortage of resources sharpens your mind. As you will find out, marketing is not but an . Treat it like one a spending investment . Quality over quantity. The crisis creates a mass burst of tech adoption. App tools that never foresight such growth before. And people that never imagined they will use these sorts of tools previously. Or utopian concepts like .(maybe dystopian) People and some companies, around the globe, rely on several tech companies at the moment to get them through this uncertain period, to safety. This could backfire at the end, too much data gathered through the multiple tools used. universal basic income Pay attention to the data you demand & be transparent as much you can down the road. The crisis represents an opportunity for tech companies to entwine themselves ever more deeply into customers’ lives. But, this also could be an opportunity (or learning) for some brands to embrace or create more tech solutions. Solutions that now could solve way more customer problems. In conclusion, the steps to take: Gather all the available data around your target you have Gather fresh data about your target through research methods Adapt your target to the distinct psychological segments (reposition, market-fit) Build a new strategy Build the tactics Re-evaluate the channel mix plan with the new learnings you’ve got. Do a well-rounded trade-off analysis to keep only the high ROI category channels.

Staying Relevant In A Recession: Today's Top 4 Market Segments

Threat Actors Targeting Your Supply Chain: What You Need to Know

For years, Web3 advertisers faced challenges in running display ads on major crypto platforms. Fragmented providers, multiple dashboards, and limited targeting made ad placements inefficient. The latest partnership between Addressable and Sevio aims to change that by integrating premium display ads with AI-powered wallet-aware targeting. Addressable Sevio Addressable and Sevio Expand Web3 Advertising Reach Addressable, a Web3 Actionable Intelligence Platform, has partnered with Sevio to enable programmatic display ads across major blockchain platforms, including Blockchain.com, Solscan, Etherscan, DexTools, Polygonscan, Coinalyze, Basescan, and more. This partnership allows advertisers to reach high-intent crypto users with seamless campaign management and on-chain attribution. Addressable Sevio Blockchain.com Solscan Etherscan DexTools Polygonscan Coinalyze Basescan AI-Powered Web3 Ad Targeting Through this integration, Web3 advertisers can: Access premium programmatic ad inventory on high-traffic crypto sites such as Blockchain.com, DexTools, Polygonscan, Solscan, Watcher.guru, Coinalyze, and Basescan.
Utilize Addressable’s Audience Builder to target wallet owners instead of broad traffic.
Leverage Web2-Web3 attribution to track Cost Per Wallet (CPW) and optimize for real on-chain engagement.
Achieve CPW benchmarks ranging from $2–$8 per wallet-aware visitor.
Manage and optimize campaigns from a single platform, eliminating the need for multiple ad providers. Access premium programmatic ad inventory on high-traffic crypto sites such as Blockchain.com, DexTools, Polygonscan, Solscan, Watcher.guru, Coinalyze, and Basescan. Blockchain.com DexTools Polygonscan Solscan Watcher.guru Coinalyze Basescan Utilize Addressable’s Audience Builder to target wallet owners instead of broad traffic. Leverage Web2-Web3 attribution to track Cost Per Wallet (CPW) and optimize for real on-chain engagement. Achieve CPW benchmarks ranging from $2–$8 per wallet-aware visitor. Manage and optimize campaigns from a single platform, eliminating the need for multiple ad providers. Redefining Web3 Display Advertising Traditional display ads in Web3 have struggled with fragmentation, ineffective targeting, and weak attribution. By integrating Sevio’s premium ad network with Addressable’s AI-driven attribution, advertisers can now measure real engagement instead of just impressions. “With this expansion, advertisers can now run display ads across leading crypto websites with wallet-aware targeting and real-time optimization,” said Stefan Luta, CEO of Sevio. “This collaboration enhances programmatic ad performance by ensuring campaigns reach high-value users who are more likely to engage and transact on-chain.” Sevio Tomer Shlomo, Co-Founder and CTO of Addressable, added: “Programmatic advertising in Web3 has been limited by broad targeting and weak attribution. By integrating Sevio’s premium placements with Addressable’s AI-driven insights, we’re enabling crypto marketers to finally connect display ad spend to actual on-chain behavior.” Addressable Don’t forget to like and share the story! Vested Interest Disclosure: This author is an independent contributor publishing via our business blogging program. HackerNoon has reviewed the report for quality, but the claims herein belong to the author. #DYO Vested Interest Disclosure: This author is an independent contributor publishing via our business blogging program. HackerNoon has reviewed the report for quality, but the claims herein belong to the author. #DYO Vested Interest Disclosure: business blogging program business blogging program

Is Web3 Advertising Finally Solving Its Targeting Problem? Addressable & Sevio Expand Web3 Ads Reach

Ці нарэшце рэклама Web3 вырашыла праблему таргетынгу? Адрасныя і Sevio пашыраюць ахоп аб'яў Web3

Web3 рекламата най-накрая решава ли проблема си с насочването? Адресируеми и Sevio разширяват обхвата на рекламите Web3

¿Está la publicidad Web3 finalmente resolviendo su problema de segmentación? Addressable y Sevio amplían el alcance de los anuncios Web3.

Web3 広告はついにターゲティング問題を解決か？ Addressable と Sevio が Web3 広告のリーチを拡大

Web3 зар сурталчилгаа нь зорилтот асуудлаа эцэст нь шийдэж байна уу? Хаягтай & Sevio Web3 зарын хүртээмжийг өргөжүүлнэ

Is Web3 Advertising eindelijk zijn targetingprobleem aan het oplossen? Addressable & Sevio breiden het bereik van Web3-advertenties uit

Na Web3 Advertising e Rarolla Bothata bja Yona bja go Nepiša Mafelelong? Addressable & Sevio Atološa Web3 Dipapatšo Fihlelela

¿Web3 Publicidad tukukuypi allichachkanchu chay sasachakuyninta maskanapaq? Direccionable & Sevio Web3 Willakuykuna Chayayta mastariy

Reclamă Web3 își rezolvă în sfârșit problema de direcționare? Adresabil și Sevio extinde acoperirea anunțurilor Web3

Web3 Advertising แก้ปัญหาการกำหนดเป้าหมายได้ในที่สุดหรือไม่ Addressable & Sevio ขยายการเข้าถึง Web3 Ads

Web3 Advertising ኣብ መወዳእታ ንናይ ዕላማ ምግባር ጸገሙ ይፈትሕ ድዩ? Addressable & Sevio ዌብ3 ኣድስ ሪች ምግፋሕ

Web3 Reklamcılığı Sonunda Hedefleme Sorununu Çözüyor mu? Addressable ve Sevio Web3 Reklamlarının Erişimini Genişletiyor

AI Just Took Over Ad Targeting—And It’s Smarter, Faster, and Less Creepy Than Ever

Karpous has launched a closed alpha version of its platform focusing on real world assets (RWAs), introducing a model that bypasses tokenization requirements. The platform, which began operations in Q4 2024, enables direct investment in global assets while maintaining regulatory compliance. The company's approach differs from traditional RWA platforms by eliminating tokenization, which has historically created regulatory hurdles for investors and asset managers. This strategy allows both retail and institutional participants to access investment opportunities through a centralized platform while maintaining decentralized security features. "We recognized that tokenization creates unnecessary complexity in RWA investment," states the CEO of Karpous. "Our platform provides direct access to global assets while maintaining regulatory alignment." The platform incorporates several technical features, including a staking mechanism with time-based accrual and a governance structure through KarpousDAO. The company has allocated 35% of its token supply to early platform participants. Market analysis indicates the RWA sector could reach $16 trillion by 2030. Karpous's entry into this market segment comes as traditional financial institutions increasingly explore blockchain technology integration while managing regulatory requirements. The platform currently serves high-net-worth individuals during its closed testing phase. A full alpha launch incorporating additional web3 components is scheduled for Q2 2025. This development reflects broader industry trends where platforms are exploring hybrid models combining centralized operations with decentralized security features. Karpous terms this approach "cDe-Fi" (centralized DeFi), aiming to balance regulatory compliance with blockchain technology benefits. The platform enables multiple participant categories, from individual investors to professional asset managers, to engage with global investment opportunities. Investment pools within the platform facilitate collaborative investment strategies. Karpous plans to expand its feature set throughout 2025, focusing on integrating additional blockchain capabilities while maintaining its non-tokenized approach to RWA investment. Don’t forget to like and share the story! Vested Interest Disclosure: This author is an independent contributor publishing via our business blogging program. HackerNoon has reviewed the report for quality, but the claims herein belong to the author. #DYOR Karpous has launched a closed alpha version of its platform focusing on real world assets (RWAs), introducing a model that bypasses tokenization requirements. The platform, which began operations in Q4 2024, enables direct investment in global assets while maintaining regulatory compliance. Karpous The company's approach differs from traditional RWA platforms by eliminating tokenization, which has historically created regulatory hurdles for investors and asset managers. This strategy allows both retail and institutional participants to access investment opportunities through a centralized platform while maintaining decentralized security features. "We recognized that tokenization creates unnecessary complexity in RWA investment," states the CEO of Karpous. "Our platform provides direct access to global assets while maintaining regulatory alignment." The platform incorporates several technical features, including a staking mechanism with time-based accrual and a governance structure through KarpousDAO. The company has allocated 35% of its token supply to early platform participants. Market analysis indicates the RWA sector could reach $16 trillion by 2030. Karpous's entry into this market segment comes as traditional financial institutions increasingly explore blockchain technology integration while managing regulatory requirements. The platform currently serves high-net-worth individuals during its closed testing phase. A full alpha launch incorporating additional web3 components is scheduled for Q2 2025. This development reflects broader industry trends where platforms are exploring hybrid models combining centralized operations with decentralized security features. Karpous terms this approach "cDe-Fi" (centralized DeFi), aiming to balance regulatory compliance with blockchain technology benefits. The platform enables multiple participant categories, from individual investors to professional asset managers, to engage with global investment opportunities. Investment pools within the platform facilitate collaborative investment strategies. Karpous plans to expand its feature set throughout 2025, focusing on integrating additional blockchain capabilities while maintaining its non-tokenized approach to RWA investment. Don’t forget to like and share the story! Vested Interest Disclosure: This author is an independent contributor publishing via our business blogging program. HackerNoon has reviewed the report for quality, but the claims herein belong to the author. #DYOR Vested Interest Disclosure: This author is an independent contributor publishing via our business blogging program . HackerNoon has reviewed the report for quality, but the claims herein belong to the author. #DYOR Vested Interest Disclosure: business blogging program business blogging program

Karpous Introduces Non-Tokenized Real World Asset Platform, Targeting $16T Market

Investigating Ad Targeting on YouTube: Implications and Legal Analysis

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