In our last few blog posts, we’ve talked about customer segmentation and different ways to segment your target audience into smaller chunks like demographic and psychographic segmentation to connect with the right people. Customer segmentation enables marketers to focus their marketing efforts on their target customers, improving their marketing targeting strategy.
But what if there was a subset of users that had an even bigger impact when targeted? Enter Super Users – the strategic players who can give your ROI numbers a major boost! It may take some trial-and-error testing to pinpoint these super segments accurately, but knowing how these key individuals interact is essential for any successful marketing targeting strategy.
What is a Super User?
As technology progresses and media consumption grows, a unique group is rising to the top.
Activate Consulting’s Technology & Media Outlook 2023 found that Super Users are powering the digital world, with a strong presence across all major media and technology verticals. This select crowd is made up of young, educated individuals who lead affluent lifestyles – spending more time and money than any other user group!
Why should you add Super Users to your marketing targeting strategy?
Super Users are a highly influential audience with the potential to drive major business growth. They stand out from other users in their commitment and dedication across four key areas:
- Time spent with media
- Spend
- Technology and media adoption
- Emerging eCommerce behaviors
“Over the next years, the imperative for technology and media companies will be to identify, reach, and super-serve Super Users – the single group of power users whose time and spend far surpass those of other users.”
Activate consulting’s technology & media outlook 2023
You can use Super Users as a subset of your marketing targeting strategy. While you may need to reach beyond Super Users to achieve your goals, it’s worthwhile to consider:
- Targeting them separately
- Spending more on media
- Reaching them at a higher frequency
Time spent with media
Super Users make a powerful impact, despite comprising only 22% of the U.S. population. They are incredibly influential in terms of media consumption and engagement – spending more than double the amount of time interacting with content compared to other users.
Inclined to multitask
Super Users take multitasking to the next level. Not only do they spend more time with electronics, but they excel in the art of juggling multiple activities. While watching videos and playing video games on one device, Super Users might also be busy engaging with social media on another. This makes them an unstoppable force when it comes to getting the most out of their digital experiences!
High share of dollar spend
Super Users are big spenders when it comes to media, particularly in gaming and music. Compared with all other users, Super Users’ average video spend is close to triple the amount ($76 vs $27). However, their biggest increases come from gaming and music; they’re collectively spending 12x more on games and shelling out 21x as much for tunes!
With 60% of eCommerce spend coming from Super Users, they are driving the industry forward with their enthusiasm and willingness to test out cutting-edge shopping trends like buying through social media, live streaming purchases, and trying on products virtually. Super Users are setting the tone for this dynamic industry.
Technology and media adoption
Most Super Users are brand advocates. They’re trendsetting individuals who stay ahead of the curve on media and technology. They eagerly take advantage of new products, services, and data-sharing opportunities to receive tailored ads that fit their lifestyle.
Crypto & NFTs
Super Users blaze the trail for cryptocurrency and non-fungible tokens (NFTs)! This group is five times more likely to explore, engage with, and embrace new digital-monetary technologies.
Pioneers of the Metaverse
As Metaverse usage continues to rise, Super Users are leading the way. Over 80% of these trailblazers have embraced these digital spaces within just the last year. We’re seeing accelerated interest from them as they seek out new opportunities for creativity, connections, and transactions within their favorite Metaverses. Many express interest in Metaverse experiences such as purchasing physical items to creating virtual havens. In fact, they’re 5x more interested in all things meta-related!
How Experian can help you identify and target Super Users
So how can you find your Super Users and include them in your marketing targeting strategy? Whether you want to build or acquire highly addressable audiences, we can help you precisely reach the right individuals and households in any channel you desire with Consumer View.
Consumer View
It all starts with data. Delivering the right message in the right place at the right time means truly knowing your prospects and customers as individuals – their lifestyles, behaviors, and shopping preferences. Consumer View data can provide a deeper understanding of your customers.
Consumer View is the world’s largest consumer database that contains over 3,900 attributes for 250 million adult consumers in the U.S. with coverage of 126 million (98%) of U.S. households. Consumer View can help you find out:
- What do your customers look like?
- What do your customers do?
- How and when should you reach your customers?
- What motivates your customers?
Modeled and syndicated audiences
We have over 2,500 pre-built audiences that are privacy-safe and built using advanced data science and the most comprehensive consumer data available. These digital audiences are readily available via major publishers, data management platforms (DMPs), advanced TV operators, and demand-side platforms (DSPs).
Our pre-built audiences can be used consistently across multiple distribution partners – making sure you can quickly find the right audience for the right campaign without having to build your own consumer personas. In addition to being available as digital audiences, our segmentation products are also available to use across all consumer touchpoints to enable consistent omnichannel campaign targeting.
There are infinite data combinations and selections we can help you with for optimal audience targeting. Using our comprehensive inventory of data, we can find even the most unusual of audiences to help you connect with new prospects. From demographics to behavioral and psychographic information, we draw on a massive base of knowledge accumulated during five decades in business.
Mosaic® USA
Experian’s Mosaic® USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 unique types and 19 overarching groups, providing a 360-degree view of consumers’ choices, preferences, and habits. Using Mosaic lifestyle segmentation, you can anticipate the behavior, attitudes, and preferences of your best customers and reach them in the most effective traditional and digital channels with the right message in the right place at the right time.
Tailored Segmentation uses a sophisticated data-driven clustering system that leverages the 71 Mosaic types that match to first-party data like yours. Tailored Segmentation allows you to regroup Mosaic types based on the attributes you weigh as more impactful to your business. Have you designed your own segments in-house? You can apply Tailored Segmentation to those segments for deeper insights through a tailored analysis. Are you still looking for a way to segment your market even though you understand your typical best customer? Tailored Segmentation can weigh these attributes and develop a custom clustering and analysis of your market.
We can help you find your Super Users
Super Users are an important segment of any market. Marketers need to be able to identify them quickly and act upon their insights. Our marketing solutions provide the necessary data and analytical capabilities to easily find and target your potential Super Users for an effective marketing targeting strategy.
With Experian, you can deliver messages that are more in line with what matters to this influential group of customers. We understand how challenging it can be to find these customers and ensure they get the tailored, personalized messaging they deserve – so let us help you do just that! We can provide deep insights beyond the generic customer persona that allows marketers to look into the effectiveness of their marketing strategies from multiple angles. We want to help you gain an edge over your competitors by helping you identify, target, and engage Super Users for increased revenue growth. Ready to find your Super Users?
Sources
Activate Technology & Media Outlook 2023. Activate Consulting.
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But let’s be real: in the busyness of daily life, you probably can’t get away from your desk for lunch most days. However, even if you have to slot time on your Outlook calendar, it is worth it in order to foster a broader and more accurate view of your program and the industry. This curious and thirsty mindset is also a top predictor of success (assuming you aren’t born into a dynasty). Don’t believe me? The greatest minds of our time, from Warren Buffett to Oprah Winfrey spend a LOT of time on personal growth through a very simple activity…reading[i]. So how can you be a lifelong learner, build your skills and stand out from the crowd professionally? Take your growth by the reins and do the following: Attend webinars: There are webinars related to everything from how to give webinars, to specific areas including contextual marketing and testing. Tip: Try not to multi-task during the webinar, to be sure you are fully immersed in the content. 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My co-host was Justin Foster, co-Founder of Liveclicker, and we took a deep dive into tried and true strategic and tactical tips to help make you and your marketing programs successful in the coming year. Our webinar definitely steered away from trends and towards the basics, and being a lifelong learner is a basic for success. If you didn't get a chance to catch it, you can view it here! [i] Observer article, “Bill Gates, Warren Buffett, and Oprah Winfrey All Use the 5-Hour Rule” by Michael Simmons
Global Engineering Team Staffing Up New Oslo Hub; Nordic Operational Team Also Slated for Q1'17 NEW YORK, Jan. 11, 2017 /PRNewswire/ — Tapad, now a part of Experian, the leader in cross-device marketing technology, is opening an office in downtown Oslo, Norway, effective January 16, 2017. This development reflects Tapad's continued growth following its acquisition by the Telenor Group in early 2016. Tapad Oslo will be comprised of a globally-focused engineering team as well as an upcoming operational headquarters for the region. Jeff Olchovy, a senior Tapad developer and one of its earliest employees, will forge the company's Nordic engineering presence by supporting the build-out of the team. The initial hiring plan of more than 20 open positions includes roles such as Head of Engineering, Senior Software Engineers and Solution Engineers. Plans for Tapad's Nordic Region business line, including its leadership, will be announced within the first quarter of 2017. "Given the caliber of technical talent and our extensive network in the region, Oslowas the logical choice at this stage of our growth," says Dag Liodden, Tapad CTO and co-founder. "This enables us to continue building out our innovative team on a global scale in a region that is close to our hearts and minds." In collaboration with its New York-based developers, Tapad's Oslo-based engineers will continue to advance the company's renowned product portfolio, such as the Tapad Device Graph™. An early adopter of Scala and big data processing technologies, Tapad has long been an influencer in U.S. tech. "As the head of our platform group, which daily processes several petabytes of data and is the foundation for all of our real-time systems, Jeff is a highly respected engineer," said Pål Høye, Tapad's senior vice president of engineering. "Given his experience and skillset, he is ideally suited to find and lead an innovative team focused on building the industry-leading products we are known for." Tapad has 15 offices in six countries with more than 200 employees worldwide. For more information on Tapad and to explore open positions, visit www.experian.com/careers/ In 2016, Tapad launched an entrepreneurial mentorship initiative, the Propeller Program, which selected five Norwegian startups to share Tapad's New York Cityworkspace, receive C-level guidance and help establish a U.S. presence. To learn more about the Propeller Program, visit www.tapad.com/propeller-program. About TapadTapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. Tapad's numerous awards include: EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award and a MarCom Gold Award.