What is audience segmentation, and why is it important?
Audience segmentation is the process of creating subgroups within a larger audience. This allows brands to really understand why their key market is, launch more tailored marketing campaigns, and also create a stronger emotional bond with the people most likely to buy their product or service.
The most common audience segmentations are based on age, gender, location, income, and education. However, audience groups can also be segmented by behavior, customer journey, values, and beliefs, among others.
Audience segmentation can benefit your brand growth in the following ways
A more focused brand message and marketing campaigns
Deeper insight into what is working - and what isn't - for your brand
Valuable insights that can help you build a better brand strategy
Decreased marketing expenditure when you know you are targeting the right people
Higher conversion rates by marketing to the people most interested in your product or service
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Audience Segmentation with Latana
At Latana, we understand that brands need more than just insights from the general population. We use an AI-powered algorithm to enhance the brand tracking data collected and generate accurate insights for important audiences. That means you can make marketing decisions based on audience segmentation information you can trust.
Our audience characteristics are the building blocks for your segmentation and can be used to frame and analyse your audience. The Latana dashboard offers the standard demographic characteristics of potential category user, age, gender, income, education, and location, to build your audiences.
Potential Category User
How Latana's audience segmentation can help your brand
Our product provides brands with the insights needed to understand how your target audience(s) feel about your brand. This key data can be used to:
Custom audience segmentation
Need to track a custom audience characteristic that is important to your brand or category? We've got you covered! Target audiences can be customized with Latana. As well as the following standard audience segments - potential category user/age/gender/education level/household income level/region - additional segmentations can be included to ensure you are reaching the consumers that matter most for your brand.
With our dashboard, you can filter, analyze and compare your brand’s performance across your brand’s audiences. You can also compare the general population and your target audience, and discover and explore new potential audiences for your brand.
See how industry leaders are using Latana to improve brand performance.
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