Marketing trend for 2023

As more marketers embrace advanced segmentation techniques, we can finally say goodbye to basic demographics and hello to better relationships with our audiences.

Marketers have relied on demographic data to segment their audiences for a long time, grouping people together based on things like their age, gender, geography, education, and income levels. While this has enabled them to make broad assumptions about different groups of people, it’s always been something of a blunt instrument.

With the huge amount of consumer data available these days, it’s now possible to segment audiences in far more sophisticated ways. By analyzing social media data, we can now understand how people form “digital tribes” based on their shared attitudes, behaviors, interests, and influences.

This gives marketers a much more useful picture of an audience segment than simply assuming that people will have something in common because of their age or where they live.

The benefits of this more powerful approach to segmentation are huge. As well as being able to target campaigns and content more effectively, businesses can gain an all-round deeper understanding of their customers, which can inform strategic decision-making far beyond the marketing department.