THE CONTENT CONTINUUM PART ONE DEVELOPING MOTIVATION-BASED AUDIENCE SEGMENTS TO DRIVE CLIENTS’ CONTENT STRATEGY SUSAN BAIER AUDIENCE AUDIT INC.
May 15, 2015
THE CONTENT CONTINUUMPART ONE
DEVELOPING MOTIVATION-BASED AUDIENCE SEGMENTS
TO DRIVE CLIENTS’ CONTENT STRATEGY
SUSAN BAIER
AUDIENCE AUDIT INC.
DIGITAL AGENCIES HAVE IT GOOD
SOCIAL MEDIA
WEB DEVELOPMENT
SEOPAY-PER-CLICK
MULTICHANNEL MARKETING
MEASURABLE RESULTS
RELEVANT CONTENT MATTERS
THE RIGHT INFORMATION
TO THE RIGHT PERSON
AT THE RIGHT TIME
USING THE RIGHT MEDIUM
BRITOPIAN.COM
REVELANCE RELIES ON UNDERSTANDING
HOW DO WE LEARN WHAT’S RELEVANT?
COMMON APPROACHES
LIMITED (& BIASED)
WHAT THEY BUY DOESN’T
TELL YOU WHY THEY BUY
(SAME WITH CLICKING)
DON’T EXPLAIN PURCHASE
MOTIVATION, NOT CUSTOMIZED
NOT STATISTICALLY RELIABLE
TRANSACTION DATA
CLICK DATA
DEMOGRAPHICS/PSYCHOGRAPHICS
FOCUS GROUPS
CLIENT EXPERTISE (OUCH!)
PERSONASA GREAT TOOL...
PERSONAS...BUT OFTEN BASED ON A GUESS.
GETTING REAL
QUANTITATIVEATTITUDINALAUDIENCESEGMENTATION
STATISTICALLY RELIABLE, UNLIKE FOCUS GROUPS
BASED ON NEEDS AND MOTIVATIONS, NOT
DEMOGRAPHICS OR PAST PURCHASE BEHAVIOR
YOURS!(NOBODY ELSE’S)
MULTI-FACETED, DIFFERENTIATED GROUPS
KEY PRINCIPLES
BUILD IT FROM SCRATCH
MULTIPLE RESPONDENT GROUPS
BEST PRACTICES IN SURVEY DEVELOPMENT
SEGMENTS BASED ON ATTITUDES/NEEDS
DON’T PRE-DETERMINE YOUR SEGMENTS!
STATISTICAL RELIABILITY
BE OPEN TO THE GOOD, BAD & UGLY
REAL-LIFE EXAMPLES
ESSCENTUAL BRANDS
HOME FRAGRANCE/DECOR MULTICHANNEL RETAILER
SEGMENTATION INSIGHTS APPLIED TO CONTENT STRATEGY
(WEB, EMAIL, PPC, SEO)
RESULTS:
ONLINE REVENUE +500% IN ONE YEAR
SALES FROM ORGANIC SEARCH MORE THAN DOUBLED
PPC CAMPAIGN GENERATED 500% ROICUSTOMER FILE GREW FROM 1,500 TO 20,000
AUDIENCEAUDIT CLIENT
STERLING COMMERCE
FINANCIAL TECH COMPANY PROVIDING SECURITY FOR BANKING INDUSTRY
SEGMENTATION APPLIED TO EMAIL PROSPECTING
ADDRESSED RECIPIENT MOTIVATION VS. COMPANY DEMOGRAPHICS
RESULTS:
4X BETTER LEAD-GENERATION RESPONSE (OPENS)1.2X BETTER CONVERSION
SOURCE: MARKETING SHERPA
BEST BUY
110 STORES ADAPTED TO RESPOND TO CUSTOMER SEGMENTS IN
2005
EMPLOYEES TRAINED TO IDENTIFY CUSTOMERS’ SEGMENTS AND CUSTOMIZED THEIR APPROACH
RESULTS:
85% PROFIT GAIN IN FIRST QUARTER AFTER LAUNCH
CONVERTED STORES 2X THE SALES GAINS VS. CONTROL IN
FIRST 3 MONTHS
SOURCE: MICROSOFT DYNAMICS
BEST BLOOMS(AN IMAGINARY EXAMPLE)
PHOTO: UWE HERMANN
BEST BLOOMS OVERVIEW
ONLINE AND BRICK & MORTAR
AVERAGE CUSTOMER:
10 PURCHASES/YEAR, $44 EACH
45% ARE FEMALE
ROSES #1, FOLLOWED BY SEASONAL ARRANGEMENTS
68% SHIP TO ANOTHER ADDRESS
SEGMENTATION OFFERSMORE INSIGHT...
GIFTERS21%
DECORATORS23%
LOSERS20%
LOVERS36%
LOVERSBUY TO SAY THEY CARE
AVERAGE PURCHASE
PURCHASES/YEAR
# OF RECIPIENTS
ANNUAL VALUE
$40
4
2
$160
PHOTO: ROBERT DOISNEAU
LOSERSBUY TO APOLOGIZE
AVERAGE PURCHASE
PURCHASES/YEAR
# OF RECIPIENTS
ANNUAL VALUE
$25
12
8
$300
PARAMOUNT PICTURES
AVERAGE PURCHASE
PURCHASES/YEAR
# OF RECIPIENTS
ANNUAL VALUE
$120
6
1
$720
THENATESHOW.COM
DECORATORSBUY FOR THEIR HOME
GIFTERSBUY TO IMPRESS
AVERAGE PURCHASE
PURCHASES/YEAR
# OF RECIPIENTS
ANNUAL VALUE
$35
26
20
$910
SOUTHLAND BUSINESS NEWS
GIFTERS21%
DECORATORS23%
LOSERS20%
LOVERS36% GIFTERS
44%
DECORATORS34%
LOSERS14%
LOVERS8%
AUDIENCE REVENUE POTENTIAL
ACQUISITION RETENTIONREVENUE POTENTIAL
EASY TO PLEASE
YOU CAN WIN VS. THE COMPETITION
LESS REVENUE POTENTIAL
HARDER TO PLEASE
YOU CAN’T BEAT THE COMPETITION
PICK YOUR TARGETS
GO GET MORE! KEEP THOSE YOU HAVE
GIFTERS44%
DECORATORS34%
LOSERS14%
LOVERS8%
TARGET AUDIENCES
ACQUISITIONSEGMENTS
RETENTIONSEGMENTS
WHAT’S IMPORTANT
LOVERS
ROSESDRAMATIC PRESENTATIONCONSISTENCY
LOSERS
SAME-DAY AVAILABILITYVARIETYPRICE
DECORATORS
DECOR-FRIENDLY APPEARANCESEASONAL ARRANGEMENTSINSPIRATION
GIFTERS
SIGNIFICANCE & SCENTDECORATIVE PACKAGINGRETURN POLICY
QUALITY FLOWERS WYSIWYG
NOW WHAT?
TARGETED EMAILSSMARTER SEOMETRICS BY SEGMENT
NEW PROSPECT SOURCES
BETTER CONVERSION
PRODUCT DEVELOPMENT
RELEVANT MESSAGINGBETTER PPC RESULTS
IMPROVED CUSTOMER
SATISFACTION
COMPETITIVE AMMUNITION
THE CONTENT CONTINUUM
RELIABLEINSIGHT
NEEDS-BASED CONTENT STRATEGY
RELEVANT CONTENT
METRICS
THE CONTENT CONTINUUM, PART TWO
MOTIVATION TO MESSAGE: USING SEGMENTATION
TO CREATE A USER-CENTERED CONTENT STRATEGY
JANUARY 26, 2011
SARA WACHTER-BOETTCHERDIRECTOR OF INTERACTIVE CONTENT & MARKETING STRATEGY
OFF MADISON AVE