How to understand and target your audience

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Industry News Roundup - June 2019

How to understand and target your audience

Why YouTube Is A Key Marketing Channel


Appealing to a youth demographic – namely Generation Z, not to be confused with their older, millennial counterparts – can be difficult if you’re not able to connect. With recent research pointing to the fact that YouTube is the top brand among this age group, perhaps it’s time to rethink your strategy. If you’re currently ignoring video, you may be ignoring your customers of all ages. It’s no longer optional, so it’s time to jump on board!

Read B & T’s insights into Australia’s Top 100 Youth Brands.

How to understand and target your audience

Understanding Differences Within Demographics


How many millennials really connect with smashed avocado? It’s a question posed by Joel Vincent, Marketing Insights Manager at Experian Marketing Services – and, given that millennials span those in their late teens to those in their mid-thirties, he’s got a point. Vincent’s article is a key reminder to marketers that within one demographic, there are many different kinds of individuals. This should matter to brands because you want to make sure you’re targeting the right people in the right place at the right time. The power of digital marketing is that you can specifically target beyond the usual demographics (for example, broad ones such as age and gender) and by interests and other factors instead.

Read Joel Vincent’s take: The Search for the Elusive Millennial.

How to understand and target your audience

Rethinking Your Measures Of Social Media Success


Do you use likes on Facebook or Instagram as a measure of success? According to Nicola Moras for B&T Magazine, likes are nothing more than a “pointless exercise in popularism.” The blunt truth is that “likes” are not necessarily going to generate revenue for your business. Yes, they can create interest, but people “like” posts for a multitude of reasons, not always because they actually buy into your brand and its ideals. Instead, you should instead pick a measure of success that’s more actionable for your business such as lead generation or the total people reached. Remember, not everyone that should matter to your brand presses “like” on social media posts at all.

Read Why Your Social Media ‘Likes’ Don’t Really Matter for B & T.

We’re able to help you create content for any audience and effectively find and target them in digital to drive meaningful business insight. We use data and our expertise to form an informed strategy, so why not take a look at our latest work?

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