Customer demographics paint a very small window into buyer behavior. Does knowing the age of a customer tell you how often they buy your products? Does knowing their gender tell you what kind of items they’re interested in? While certain industries have age and gender correlations, most don’t. Even if they do, there’s always additional information that can help businesses improve their content marketing strategies for better targeting.
There are three factors to consider in your marketing tactics that will help you evaluate the effectiveness of your messaging: how often your customers buy, what types of items they buy, and if they will return. For example, a shoe company might learn that customers return every other month for new shoes. Instead of marketing to them a week after they purchase, they can wait and start targeting them four weeks after they buy to bring them in again. By studying the types of items customers buy, you can make the marketing messages more accurate and more timely.
Shoe companies also offer a perfect example of why studying buyer behavior is more valuable than studying demographics. Based on gender demographics alone, women would receive promotional messages about high heels and boots. If your customers are female but only buy flats and running shoes, then these marketing messages will be a waste of money. Behavioral analysis allows for better segmentation and targeting that pure demographic research can’t provide.
Check out CopyPress’ whitepaper on behavior analysis. When done well, audience research can save companies money while generating more sales.