Jul
05
2011

Parents, children, and segmentation layering

Segmentation Layering

For many marketers, segmentation is like breathing – it comes naturally and is a part of everything they do. To better connect with your target audience, use a good segmentation system with multiple layers that provides a breakdown of essential information while tying in lifestyle and transactional data.

Consider marketing to parents. The most basic information includes demographics such as age, income, presence of children, etc. Add to that lifestyle information – the family has two working parents who rely heavily on the Internet for research and purchase convenience. The transactional data can really set apart where a parent falls on the parenting lifecycle. For example, is the parent still purchasing diapers and feeding supplies for their infant or bedding, towels and a coffee maker that might indicate their “baby” is headed to college? Both parents may look similar when comparing demographic and lifestyle information but the transactional data differentiates their needs.

According to Experian Marketing Services:

  • Parents use the Internet far more than the average American
  • Moms are 34% more likely to buy products online and 33% more likely to participate in a blog than the average adult.

“Marketers are targeting more carefully based on both the parents’ life stage and consumer behavior,” says Jan Jindra, senior product market manager at Experian Marketing Services.

“Younger parents, and those of smaller children, have different information needs than parents of older or college-age children. It’s not only the life stage they’re in, but the lifestyle,” Jindra says.

Read the full article and check out the latest in marketing to parents in DMNews: http://www.dmnews.com/household-brands-observe-parents-needs-in-defining-segmentation-tactics/article/205902/.


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