Preferences, needs and wants are dynamic and ever changing from one human to another, this creates a lot of need for personalisation which even brands need to ensure while communicating with their target audience.
How do you get your audience to have a higher affinity towards your brand or product?
Imagine if IKEA came in with a new brief about a furniture line with different products available to suit needs of audience ranging from a family to an entirely bachelor driven household which is why they need to understand what the audience consumption looks like!
Sounds like a day of extreme number crunching data and scouring all possible platforms for research, right?
What if by entering a few basic details you could have a plan that would basically blow Ikea’s mind!
Interested?
Well then keep reading (I will not take much of your time I promise!)
To demonstrate, let me go on to DMC Explore and enter the product name, and select new audience as my audience type since we’re starting from scratch.
While we wait, Explore will give a parallel brief to all other sources of data and come back with suggestion of which Geography, Age-group, Gender and Audience persona to target.
But all of this is routine, right? Now, let’s try and to give this a little twist by bringing in some nuances to show your brand you care.
What if you could tell your client how the furniture consumption would be for someone who is in a family household?
As you can see, we now have different Cities recommended and while the gender is remains unchanged, age group has changed from 18-44 to 25-44 while the audience persona now has BOOK LOVERS instead of VALUE SHOPPER, giving you a unique insight into your audience that you otherwise might not have received using the conventional methods!
Let us take another example, of a highly awaited product like Xbox, as before we will enter some basic details and supplement it with some advanced targeting.
Post processing explore comes back with recommendation of certain cities, MALE OF AGES 18-44 as the primary target gender with personas of GAMERS, AUTO AND OUTDOOR ENTHUSIASTS.
You will see from the output that the Age group limit has reduced from 44 to 34 and AUTO ENTHUSIASTS have been replaced by COMIC AND ANIMATION FANS Again, giving me a valuable peak that tells me that the audience is now more of a enthusiastic audience as opposed to affluent audience
I hope by now I have been able to convince you, about how
These little details and insights right at the input stage of explore can be very valuable, since they enable you to understand all the nuances which differentiate one specific demography would like to consume versus the other
And small interjections like these can help you supplement your brief and find those nuances that help you reach to the right audience at the right place and time.
HAVE FUN EXPLORING!
