Segmentation.ppt
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The document examines audience segmentation and targeting in political and advertising contexts, comparing the coalitions behind the 2012 Obama and 2004 Bush elections. It discusses the shift in media consumption and advertising, highlighting the rise of digital advertising and the importance of understanding demographics through both first-party and third-party data. Additionally, it emphasizes the need for sensitivity to cultural differences and privacy concerns when targeting specific audiences.
Segmentation.ppt
- 1. Segmenting & Targeting the Audience
- 2. GOTV 2012 and 2004 • 2012 Obama Winning Coalition: Black, Asian, Hispanic, Young, Secular, Single Women • 2004 Bush Winning Coalition: White, Hispanic, Older, Religious, Married Women
- 3. Playing to the Audience • MSNBC: 85% editorial; 15% news* • Fox News: 55% editorial; 45% news* • CNN: 46% editorial; 54% news* *Pew Research 2007-2012 Study ***
- 4. 24/7/365 Specialized Media • 24-Hour Sports • 24-Hour Wall Street • 24-Hour Animals • 24-Hour Home and Garden • 24-Hour Cooking • 24-Hour Music • 24-Hour …
- 5. Legacy “Pitching” • Executives • Travelers • Music Fans • Sports Fans
- 6. That Was Then, This is Now • More Change in the Last Two Years Than the Previous 50 Years • $500 Billion Ad Industry; $120 Billion Online* • “First-Party” Data: User Has a Relationship with Social Media or Google Search • “Third-Party” Data Derived from PC “Cookies” or Mobile ID * The Economist: Advertising Special Report
- 8. Unilever “Real Curves” Campaign • Dove Research: Only 4 Percent of Respondents Thought They were Beautiful • 80 Percent Believe That Every Woman Has Something That Makes Her Beautiful
- 9. Reaching the Target Demographic • Glamour, Allure and Vogue • “Evolution” Viral Web Video • Pro-Age Line Celebrating Older Women • Billboard and Bus Advertising
- 10. Market Segmentation and Targeting Strategy • Demographics: Age, Education, Occupation, Gender, Orientation, Income, Family Status, Religion and Geography • Algorithms Can Sift Through the Data. • Audiences Can Be Targeted • One Size Does Not Fit All
- 11. Why “Real Curves” Failed in Taiwan • “There Are No Ugly Women, Only Lazy Ones” • Cultural Differences Can Make a Difference Whether A CampaignWorks or Not
- 12. Beware of “Pigeonholing” • People May Not Want to Be Dumped in Demographic Buckets • People May not Want to Be Seen as Mere Statistics
- 13. And of course … Privacy Concerns
- 14. Who Are Your Target Audiences? How Will You Reach Them?