Marketing demographics are groups used in target marketing strategies, including factors such as age, gender, income, and lifestyle. Companies use demographic analysis to reach specific groups and grow sales, brand recognition, and customer base. Surveys, intelligence gathering, and test runs are common methods of research.
Marketing demographics are groups within a population that are used in target marketing strategies and can include factors such as gender, age, income, or lifestyle. Various companies will offer goods or services aimed at reaching a specific group and will use demographic analysis of companies to see which groups make up the largest percentage of their business. By targeting certain marketing demographics with sales and advertising, businesses can grow sales, brand recognition, and customer base.
There are several important factors in determining target marketing demographics, but the key factors will vary depending on the goals of individual businesses. Age, race and ethnicity, median income, gender, and education level are some of the most common considerations. Others include career fields, life choices, location, and health.
Age demographic data is often employed in drafting various advertising strategies. Companies assume that age correlates with familiarity with technology, lifestyle, and values. Some of the major age demographics include the elderly, the baboomers, Generation X, Generation Y, and the iGeneration, sometimes known as Generation Z.
Marketing demographics also often focus on gender, income level, race, and ethnicity. Depending on the product or service, one of these factors could become the dominant driver for marketing campaigns. For example, clothing brands often focus on age when crafting campaigns, and income level is often the driving factor for department stores and discount stores.
There are a few common methods of conducting research to find various marketing demographics, including surveys, intelligence gathering, and test runs for new products or advertising. Post-purchase or post-experience surveys are common ways to learn about customers’ origins and how satisfied they were with your product or service. Many companies will conduct surveys via email, online platforms or postcards. Completing these surveys often leads customers into a raffle for small prizes as an incentive to participate.
Many companies will capture information, such as postal codes, in the registry after a sales transaction. This allows them to see where their customers live and can help them decide on the best locations for new store openings in the future. Test groups are another way to better understand marketing demographics, and many companies will use slightly different marketing strategies in different stores to track their sales performance.
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