Do you know your visitors? They are essentially the customers of your blog. Do you know who these people are, what they’re like, how much money they make, and what their tastes are? In order to better target the desires of your customers, you need to shop them up into smaller groups. These groups are more similar to each other than to the group as a whole. Thus, with a segmented customer base, you can target different messages to these smaller groups of your customers, letting you meet all their needs better than if you had a single message to all of them.
For an example of how one company does market and customer segmentation, take a look at the Claritas link below. They were purchased by Nielsen (the TV ratings company) a number of years back, but they still sell segmentation services. This is a sample (and free) lookup to see which segments live in a particular zip code. For example, with this link, you can see the largest customer segments in your zip code. There are a large number of segments available through this particular data provider. Take a look through the list and see what type of segment you may fall into. It is pretty interesting reading. Some of the names (most of them really) are pretty hilarious, such as Shotguns & Pickups or Money & Brains, but the entire list should be a mosaic of the entire country.
Looking through the various segments, you’ll see what goes into a market segment. Similar income, age range, kids, home ownership, employment levels, maybe the car they drive, or educational levels, this is how the segments are defined. They also have a couple of interests like “plays tennis”, “reads the Wall Street journal”, or “shops at Neiman Marcus”. They also have a little life story blub. For example, the “Young Digerati” has the following blurb:
Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars–from juice to coffee to microbrew.
If you’re interested, there is a summary of all these blurbs for the various segments.
What brought this up was a comment in reply to Sicorra’s Let’s Talk Money about calling myself a DINK (Dual Income No Kids). This is an older name for a larger segment of the population, and generally included those households with 2 working adults (duh), no kids (again), usually late 20’s and early 30’s, but did include smaller numbers of folks into their 50’s. Additionally, this was a fairly well-to-do group because there were no costs related to children, and the ability and willingness to spend was there for companies to take advantage of. Now I know better than to fall into the sales trap, but some don’t, and thus were a highly prized demo for marketers to target. However, all the different segments allow you to target a specific message to a group of people who will be most receptive. How are you using segments?
This got me thinking, where do my readers fall? I’ve got some very basic demographics from the Alexa tool bar, but I’d like to hear more from you all? Which of the various demographics do you fall? Is this unusual for your area or zip code, or are you fairly mainstream? What about your friends, can you see your friends described in these words? What do you aspire to be?