Know thy customer...
Knowing your customer is a key component in the performance of any online marketing initiative. Audience profiling helps Optiem create in-depth views of the characteristics, attitude and behaviors of customers.
An audience profile is a written and very detailed appraisal of a customer and takes into account their demographics and psychographics. The demographics describe a dimension of a customer including age, gender, occupation, location, marital status, income, education level, and nationality.
In order to provide a deeper view of their behavior, Optiem incorporates psychographics. These elements describe why your customers act as they do. It would help to determine if you have price-sensitive customers who choose the least expensive option, or trend-conscious customers who prefer the latest and most fashionable option, or early adopters who are forging new ground with the most cutting edge products and services.
Creating high-quality audience profiles pays off in several important ways including:
- Making better, more consistent customer decisions about marketing and communications planning
- Creating a more consistent customer experience by creating a common understanding of the customer facets
- Helping to minimize missteps and rework stemming from inconsistent knowledge about the customer base
- Improving overall marketing focus and communication effectiveness