A successful back-to-school campaign strategy starts with identifying the key audience segments to target. Over half of all searches related to back-to-school happen within a select group of consumers – knowing which ones can go a long way in forming an effective marketing strategy. Focus on this smaller, targeted set to maximize your efforts.
With over $72 billion projected in total U.S. back-to-school retail sales this year, you can capture more spend than ever before during this big shopping season by tailoring your strategy to a smaller set of targeted shoppers. Experian data can help you make the most of your back-to-school campaigns by uncovering the top five back-to-school audiences.
Five audience segments for 2023
Our data provides key insights into who these shoppers are and how to reach them, allowing you to create personalized content tailored to their needs. What are the top five audiences you should add to your 2023 back-to-school campaign?
- High-Net-Worth Households
- Bilingual Multi-Generational Households
- Suburban Savvy Shoppers
- Young Suburban Families
- Tech-Savvy Families
What do these audiences look like? Who are they? Where do they shop? Let’s review each audience in a little more detail.
High-Net-Worth Households
This group consists of households with above-average income and education levels. They often lease luxury cars, purchase products in every channel, travel extensively, and are philanthropic supporters of the arts.
Key features
- Wealthy
- Highly educated
- Lease luxury cars
- Purchase products in every channel
- Travelers
- Philanthropic supporters of the arts
Bilingual Multi-Generational Households
Large households in multilingual neighborhoods, filled with married parents and their kids. They are financially cautious, bilingual, and participate in team sports.
Key features
- Bilingual
- Large households
- Married with kids
- Financially cautious
- Team sports
Suburban Savvy Shoppers
Middle-aged couples and families who earn above-average incomes, maintain active lifestyles, and spend their money on quality home products and furnishings.
Key features
- Affluent
- Athletic activities
- Home products & furnishings
- Sporting goods
- High-priced children’s clothing
Young Suburban Families
This segment includes households in the middle child-rearing stages of life, typically with a dual income household and multiple children of school age. They typically have spacious single-family residences in suburban neighborhoods that are slightly above average in housing values. On weekends, these suburban young families often engage in activities like skateboarding, biking, and video games with their children.
Key features
- Comfortable lifestyle
- Children’s games
- Wholesale members
- Family-centric activities
Tech-Savvy Families
Highly educated, affluent couples in their peak earning years, with a preference for both traditional and digital media, who live in upscale housing and are savvy investors and environmental philanthropists.
Key features
- Highly educated
- Affluent
- Upscale housing
- Savvy investors
- Environmental philanthropists
- Tech apprentices
Watch our 2024 video for tips from industry leaders for back-to-school
In our new Q&A video with Experian experts, we explore changing consumer behaviors surrounding back-to-school shopping in 2024. In the video, we discuss:
- Anticipated shifts in consumer behaviors and shopping habits
- Tactics we predict marketers will employ to navigate signal loss
- Which channels will be the most successful
- And more!
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With the recent announcement of delaying third-party cookie deprecation to 2024, the industry has more time to rethink how to identify and communicate with consumers.
As today’s digital landscape gets more and more complicated there are more ways for brands to connect with users and drive purchases and more ways for ad tech to target and measure those touch points. As in-person shopping picks up steam due to the re-normalization of society post-COVID 19; the connection between digital ads and in-person purchases needs to be made once again. With the rise of Connected TV throughout the pandemic there are even more digital opportunities to target a user. But how do you make sure that those brand engagements are captured and correctly attributed to offline purchases and conversions? The answer lies in a holistic identity resolution strategy. Cross-device identity resolution with The Tapad Graph connects the identifiers and devices of individuals within a household to each other; enabling targeting, frequency capping, extension, segmentation and measurement or attribution between devices; including Connected TV and hashed (privacy-protected) email addresses along with Cookies, Mobile Ad Ids and IP Address. Brands can join their first-party data to The Tapad Graph to execute strategies that connect online and offline data for pre, mid and post-campaign efficiencies. Let’s imagine a scenario in which an outdoor retail brand is targeting users watching specific content on a Connected TV device. Powered by identity resolution, they start with a general ad on CTV and continue targeting down individual paths with each user. When one of them converts in store and makes a purchase; the outdoor retailer can connect that action through location and in-store traffic data with the cross-device identity resolution used to execute the digital campaign. Now the actions of the user online and offline are resolved for more accurate measurement and attribution after the campaign ends. But it doesn’t stop there– the brand's CRM data can be reactivated for the next digital campaign and leveraged to capitalize on the most effective media mix for the user who made the purchase previously. These combined insights can be invaluable in shaping up future campaign strategies with geo-contextual ads, recommended additional products and personalization to help drive more conversions and purchases in-store or online. As in-person shopping picks back up and marketers are tasked once again with balancing online and in-store KPIs, the right identity resolution strategy can unlock necessary efficiencies for retailers, ad tech vendors and agencies tasked with supporting these initiatives. Get started with The Tapad Graph For personalized consultation on the value and benefits of The Tapad Graph for your business, email Sales@tapad.com today!
With Discovery Platform, you can find meaningful consumer insights and activate that data to reach growth audiences using content messaging that speaks to their motivations and interests. Take your marketing campaigns from audience discovery to media planning, execution and reporting.