According to Cross, Belich and Rudelius (2015), audience targeting involves the use of data to categorize consumers based on their interests or demographics so as to market the right products to the right consumer and at the right time. It is through audience targeting that the company's markets are differentiated, and the marketing process and activities become cost-effective. Audience targeting also influences the type of messaging to be communicated to different audience categories. Since BetterYou! produces very innovative health and fitness products; the company products' target market is so wide since health and fitness is a growing global industry. BetterYou! products are also available online, making the company's products potential market global. In the context of this paper our target market is the Baby boomer generation who are the main consumers of the oral vitamin spray. The company shall therefore seek to get data that relates to the baby boomers (target market) individuals' characteristics with regards to demography, buying behavior history, web use behaviors, loyalty, and repeat purchase behavior based on the clients’ Zip codes. Client Zip code data can be obtained from sources including groceries, drugstores, software like Google AdSense, AdWords, restaurants, hospital data, as well as health clubs.
Data from groceries and drugstore provide an overview of baby boomers (target market) geographic information and the Zip codes. Data analytics software like Zip code lookup tools can provide vast information on individuals' location, which can be used in targeting where or to whom to advertise. The data analytics software can also provide information on the Baby boomers buying behavior, and demographic information necessary for designing relevant marketing messaging ( Venter, Wright and Dibb, 2015) . Clients’ Zip code data from hospitals and restaurants also provide necessary information on locations where the demand for the various health and nutritional products can be high. Almost all baby boomers use smartphones and the internet, the use of the internet and social media are the most effective ways for the company to advertise. With the Zip code lookup tools, it is possible to establish the geographical location of the baby boomers by the Zip code. Client Zip code data collected from the various sources, as well as the data analytics tools, can then be coded in the company's marketing journal to establish the geographic information as well as the trends the potential clients or audience exhibit. From the client Zip code data, the various customers' locations by need can be identified. For information not obtained, the company can use internet redirecting strategies to use software that shall assist in redirecting clients to the company website, then the clients' event shall be tracked to get more information from the clients.
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Audience Segmentation
According to McDonald (2015), audience segmentation is the classification or dividing clients into different groups according to their buying habits, demographics, geographical location, or psychographic factors. Segmentation is very important in determining the marketing strategy and the messaging to be adopted. Through audience segmentation, BetterYou! Stakeholders can easily understand their different customers' interests, needs, and wants. Based on the client Zip code data, BetterYou! the baby boomers shall be segmented base on three main categories as discussed below
By demographical characteristics : under this segmentation type, customers shall be classified according to their family size, social class, religion, occupation, education, ethnicity, nationality, and income levels but based on the client’s locality as identified by the Zip code. Baby boomers in different demographic classes may exhibit different product taste, interests, and needs; hence by segmenting the clients according to their demographic classes shall make it easy to provide the right product to the specific segment. Different demographic classes may need different marketing messages to communicate effectively.
By behavioral characteristics : Under this classification type, the Baby boomers shall be classified according to how they act or behave towards the company's products based on each Zip code. Customers shall be classified according to the benefits they get from the products, the usage rate, the usage situation as well as buyers’ status of loyalty to the product usage. The data on the customers' behavior, shall be used in understanding the respective class needs as well as the communication type to use. For instance, the messaging to first-time buyers on a product shall be different from that to repeat buyers.
Based on psychographic factors : under this type of segmentation, the baby boomers shall be segmented according to psychographic factors like lifestyle, client's values, attitudes, opinions, interests, and activities they engage in within each Zip code. The customers' information classified according to the different psychographic factors, shall be used in devising different marketing strategies as well as different marketing messages for the various psychographic segments.
Messaging Strategy
To ensure effective communication across the different audience segments within each Zip code, a different message that is convenient to the respective segment shall be developed and communicated to the audience. All messages shall, however, be aligned to the company's core vision and mission. Continuous customer data collection and analysis shall be done to ensure that in the event of changes in customer preference, then the appropriate communication is done to customers. Messaging shall reach the consumers through three main platforms; first is social media. With the increase in the number of people using smartphones globally and having social media accounts, through social media, the company shall be able to reach its vast target audience. Second is the use of internet advertising and the third id interaction with customers through the company's website. The messaging strategy shall be evaluated using three main parameters; the number of visitors or traffic on the company’s website, the number of new online sales, and finally, the level of customer interaction in the form of requests, comments, compliments received by the companies.
References
Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing managers use market segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
McDonald, M. (2015). Market segmentation. Wiley Encyclopedia of Management , 1-10.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative perspective. Journal of Marketing Management , 31 (1-2), 62-83.
