Audience analysis is a process of determining the most important characteristics of an audience so that a relevant online marketing plan can be prepared and executed. A successful and personalized user experience can only be created when you develop an understanding of your audience and their needs, behavior, and expectations.
Getting digital data from different sources would enable you to carry out an effective analysis. The results would demonstrate how and what moves your audience and then you can start aligning your online marketing campaigns accordingly.
Google has developed a very sophisticated mechanism of understanding it’s users. It gathers all kind of information about you and then delivers a very personalized experience based on your preferences. Likewise, as an online marketer, you need to figure out what matters most to the web traffic you want to reach.
Online marketers have been collecting users data and using it to design their online marketing campaigns for so many years. Novelty is to go beyond traditional data and add some additional information related to behavioral, psychographic, and interaction data obtained from social networks. Social media is turning out to be an incredible source of information for businesses to understand consumer activities. The complexity of audience analysis depends on the use case. Let’s examine some of the common use cases.
Engagement Strategy
You can start observing engagement activities soon after you create your brand presence on social networks. Engagement strategies are developed to maximize the output generated on social networks. A thorough analysis of social engagement activities points out how your audience feel about your brand. There are analytics tools for every social channel that you can use to optimize your engagement strategy. You need to be considerate in selecting appropriate analytical tools.
User Experience
It is immensely important to design a fabulous user experience that helps users complete their desired action seamlessly. Digital analytics help user experience designers to track down steps along a consumer journey which leave users dissatisfied. Feedback mechanism developed through the web and social analytics will draw a clear picture of how people are feeling about your user experience and then you can incorporate that information into your user experience building processes to improve user flows.
Segmentation
Audience segmentation is when you divide people into groups based on their demographics, behavior, age, and preferences. Your audience, similarly, is a combination of unique segments with varying online behaviors. It is not advisable to build an online presence for a brand without segmentation.
Content Strategy
Content strategists treat content as a product. They put texts, videos, images, audios, and other forms of content through an extensive testing phase. Data makes this testing process refined and effective. Digital analytics provide data that content strategists use to carry out research on audience segments.
You can find plenty of tools such as Google Ad Planner, Polldaddy, Microsoft SEO Toolkit, Google Insights, ShareThis, SocialBro and many others to perform an in-depth audience analysis. The process of analyzing audience will reveal new opportunities that you were previously unaware of.