It’s back-to-school season. Knowing your target audience is an essential piece of planning a successful back-to-school marketing campaign. To get the most out of your marketing investment this back-to-school season, it’s important to understand how to identify and segment back-to-school shoppers so you can make sure that the right message reaches the right group at the right time.
In this blog post, we’ll cover how you can segment your target audience to create and deliver custom messaging tailored to individual groups. We’ll discuss segmentation methods that uncover:
- Who they are
- Where they live
- What type of person they are
- How they behave and spend
Here are our tips to accurately define and target your back-to-school marketing audience.
Maximize back-to-school marketing with customer segmentation
Customer segmentation is the process of dividing your audience into smaller groups based on common characteristics such as demographics, behaviors, psychographics, geographics, and more. The purpose of customer segmentation is to create a more personalized and effective approach to marketing. By understanding the unique needs and preferences of each segment, you can tailor your messaging, campaigns, and content to resonate with your customers on a deeper level.
Benefits of customer segmentation
Three benefits of customer segmentation include:
- Improved audience targeting
- Higher engagement rates
- Increased ROI
Instead of addressing your entire customer base with generic messaging, segmentation enables you to deliver custom campaign messaging that speaks directly to each group. This personalized approach helps build trust and loyalty with your customers over time.
Customer segmentation also allows you to better understand your customers, their motivations, and pain points, ultimately leading to more effective marketing campaigns.
Types of customer segmentation
When it comes to segmenting your customers, there are several methods to consider. By experimenting with different approaches, you can find the best fit for your business. Keep in mind that the most effective customer segments will differ depending on the industry.
Let’s review four types of customer segmentation that you can implement as part of your back-to-school marketing strategy.
1. Demographic segmentation
Demographic segmentation categorizes consumers into groups based on shared demographic characteristics such as age, gender, income, occupation, marital status, and family size.
For example, targeting college students during the back-to-school season with promotions on laptops is likely to be more effective than targeting retirees who may have less interest in such products.
2. Behavioral segmentation
Behavioral segmentation divides customers into groups based on their demonstrated behaviors. This method sorts customers by their knowledge of products or services, attitudes toward brands, likes/dislikes about offers, responses to promotions, purchasing tendencies, and usage of products/services.
Behavioral segmentation can help you identify the highest-spending customer segments, so you can budget and target more effectively. Through this type of segmentation, you can analyze each group’s patterns, discover trends, and plan informed marketing moves for the future.
In a back-to-school campaign, you could use behavioral segmentation to identify students who prefer to shop locally. You could then target students who value supporting local businesses and emphasize the importance of buying from local retailers during the back-to-school season.
3. Geographic segmentation
Geographic segmentation involves dividing your target market into groups based on their physical locations. Geographic segmentation reveals aspects of a local market, including physical location, climate, culture, population density, and language.
In a back-to-school campaign, you could use geographic segmentation to identify target audiences in colder climates who may be more interested in winter clothing and gear. You could also use geographic segmentation to target students living in college towns with messaging that speaks directly to campus life.
4. Psychographic segmentation
Psychographic segmentation groups customers based on psychological factors such as lifestyle, interests, personality, and values.
In a back-to-school campaign, you could use psychographic segmentation to target students who value sustainable practices, promote eco-friendly products, or offer incentives for recycling and reusing items.
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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To say that Amazon Prime Day was a raging success is a considerable understatement Prime Day, the manufactured holiday by Amazon.com to mark the site’s 20th anniversary on July 15, 2015, was the biggest day of the past year for Amazon.com…by far. Experian Marketing Services’ Hitwise® online intelligence tool reports that Amazon.com garnered over 83.3 million visits from mobile and desktop browsers on Prime Day. By comparison, Prime Day topped Cyber Monday — the previous record holder — by a staggering 51.5 percent and Black Friday by 77.2 percent. It’s actually a bit ironic that Amazon promoted Prime Day as having more deals that Black Friday. That’s because visits to Amazon.com have actually been growing so steadily that last year’s Black Friday isn’t even among the site’s 10 biggest traffic days of the last 12 months. Nearly half of the days in July this year, in fact, have had visit counts that surpassed Black Friday. Compared to the previous Wednesday (July 8), the number of visits to Amazon.com on Prime Day rose 68 percent. But Amazon wasn’t the only retailer celebrating. Prime Day was definitely more of a “a rising tide lifts all boats” kind of event. For instance, 57 of the top 100 retail sites in the Hitwise 500 also saw increased visits on July 15 compared to the Wednesday prior. Walmart and Best Buy, which offered competing deals, had a an especially strong showing on Prime Day with visits to their sites up 97 percent and 44 percent, respectively, over the previous Wednesday. Search on Amazon Prime Day So what deals were consumers flocking to Amazon.com to take advantage of? To find out, I used Hitwise to compare the search terms leading to Amazon on Prime Day compared to the previous Wednesday. No surprise, many of the products that had the greatest increase in search click share week-over-week were Amazon’s own, including the “Amazon Fire Stick” (+417 percent) and “echo” (+357 percent). But also on the list were other products that were part of Amazon’s celebratory deals, such as “Nexus 6” (+352 percent), “Instant Pot” (+271 percent) and “PS4” (+250 percent). Overall, searches for Amazon Prime Day and variations thereof were common on July 15 and Amazon.com received 59.8 percent of search clicks from “Amazon Prime Day” searches, 61.2 percent of which were paid, meaning Amazon invested heavily in making sure that it successfully captured the traffic of interested consumers. But obviously not all Prime Day searches lead to the retail giant. Media sites Wired, CNNMoney.com and NBC News each captured at least three percent of traffic following a Prime Day search. In fact, seven of the top 10 winners of “Amazon Prime Day” searches were news and media outlets, which largely did not invest in paid search for that term. Walmart, which captured 1.5 percent of “Amazon Prime Day” searches, however, did pay. Among the “Amazon Prime Day” search clicks that lead to Walmart.com, 63.6 percent were paid. Of course two can play at that game. Amazon was also busy buying search terms of competitors on Prime Day. For instance, 23.9 percent of the clicks to Amazon from searches for “Target” were paid as were 15.9 percent of “Newegg” search clicks, eight percent of search clicks from “Best Buy” searches and 2.5 percent of search clicks for “Walmart.” Sources of traffic In terms of sources of traffic to Amazon.com, News and Media sites accounted for a 56 percent greater share of upstream traffic on Prime Day (6.7 percent) than the previous Wednesday (4.3 percent). But media weren’t the only ones talking about Prime Day, consumers, too, were taking to social media to chat up the event. And while not all online chatter was positive, Social Media sites delivered 15.2 percent of all referred traffic to Amazon.com on Prime Day, up from 11.3 percent of traffic the Wednesday prior, a relative increase of 35 percent. Despite the fact that Prime Day was meant to celebrate a milestone anniversary for Amazon, the overwhelming success for Amazon and other retailers will likely make it an annual event. If that is indeed the case, consumers will come to anticipate the day much like they do Black Friday. Marketers shouldn’t discount the potential for an annual Prime Day event to disrupt normal consumer spending patterns as well as drive even more dollars to be spent through online channels. For more information on how you can leverage Hitwise, the world’s largest sample of online consumer behavior, to improve the effectiveness of your search, display, affiliate, mobile, email and social media marketing campaigns, click here.
Pat Pellegrini is General Manager for Experian Marketing Services’ Consumer Insights group in North America. He also serves as Chief Research Officer and strongly supports the important role that high quality measurement science plays in driving deeper, more actionable consumer understanding. Every year, the American Association for Public Opinion Research (AAPOR) holds its annual conference where research professionals gather to discuss the latest trends, innovations and research. As a leading provider of consumer insights, Experian Marketing Services has an important role to play within AAPOR, the top professional organization of public opinion and survey research professionals. Since joining Experian as Chief Research Officer, and now as General Manager of Consumer Insights, I have driven our organization — already known for our trusted consumer insights — to move even more aggressively on innovations in measurement science, whether that is through self-reported consumer surveys like our Simmons National Consumer Study or passive data collection like our Hitwise online intelligence data. Consumers are being profoundly affected by rapid changes in technology and we are committed to being at the forefront in developing new research approaches to ensure that our data accurately and reliably reflects consumer decisions, behaviors, attitudes, lifestyles and media preferences. Experian Marketing Services was well represented at this year’s AAPOR conference both among attendees and presenters. In fact, six exciting topics from Experian were presented at the conference based on the work we do here every single day. Having this level of recognition from our research peers and the AAPOR organization is an outstanding accomplishment that speaks to our commitment toward research quality and innovation. It’s these types of insights that will help propel the industry forward. At the conference, I was delighted to present, along with my colleague Gerry Dirksz, findings from a successful initiative that Experian Marketing Services recently undertook to produce higher response rates to our Simmons National Consumer Study. Declining response rates are an obstacle facing nearly every player in our field and one that has real implications on data quality. Because certain key segments of the population (e.g., Millennials, Hispanics, etc.) are disproportionately less likely to respond to or participate in research studies, marketers and others who rely on such research may be handicapped by potential blind spots in the resulting data which prevent them from fully understanding important consumer audiences. To prevent such blind spots from occurring in our data, we tested a new two-phased dynamic incentive program that took into consideration an individual household or specific respondent’s propensity to fall into certain “hard-to-reach” segments. With this information in hand, we were able to offer different (often higher) incentives to “hard-to-reach” respondents from the start in order to improve response rates of those segments. Compared to control groups, response rates among those whose incentives were determined by the dynamic model were significantly higher. Having now rolled out this successful process for our entire sample frame, we have seen overall response rates improve markedly. While Experian is not alone in testing new initiatives like these, we are most definitely pioneers in the space and are setting an example for others to follow now that we have demonstrated results. In this regard, I look forward to blazing new trails based on well-thought hypotheses from our expert team. This will ensure that our data continues to be the gold-standard for helping our clients better understand consumers so that they can create more relevant and engaging interactions. Other topics presented by Experian at AAPOR include: The effects of total navigational burden, length of instrument and page complexity on item non-response This paper examined item non-response for long surveys which is a major topic of concern for survey researchers, particularly those looking to collect a large number of measurements from a single source. Specifically, binary (yes/no) questions were studied and potential factors that might contribute to item non-response were identified for further exploration. Patterns of response and non-response to sexual orientation measures In this presentation, relationships and patterns of item non-response among non-Hispanics to a measure of sexual orientation contained within the Simmons National Consumer Survey were explored. Since 2009, item non-response to the sexual orientation question has declined by a rate of 26 percent with a decline among 18-34 year-old respondents of 43 percent. U.S. Hispanic receptivity to self-reported measure of sexual orientation This paper examined the effects of adding a question on sexual orientation with respect to mail survey instrument return rates and item non-response rates among the U.S. Hispanic population. A key finding from this research was the pronounced, significant difference in item non-response rates which were disproportionately higher for Hispanics compared to non-Hispanics and significantly higher for Spanish-language Hispanics versus English-language Hispanics. Does providing an email address in an initial contact study indicate respondents will be cooperators in a subsequent online panel study? This study examines how the cooperation rate for a future study differs between individuals who are willing to provide an email address in the initial phase and those who are not. Results indicate that respondents who provide an email address in the initial contact study are more cooperative in joining a subsequent online panel than those who do not provide an email address. Patterns of non-response to health, diet, nutrition and apparel measures conditioned on body mass index This study examines the relative response of overweight or obese individuals to questions concerning diet, nutrition, health and even apparel in comparison to those individuals classified in the normal range for BMI. Based on our findings, a BMI measurement, outside of the normal range, would not negatively impact a study’s non-response rate to other survey questions related to one’s self-image. For more information about these presentations, please contact us at consumerinsight@experian.com.