Nine out of ten marketers believe audience data is valuable for content campaigns, according to a new study by Lotame – a data management platform.
As consumers continue to demand more personal and engaging content, marketers are attempting to leverage data and analytics to better inform their messaging and creative techniques during campaigns. The study found that data is a crucial part of the marketing mix but that many still focus on broad and demographic-based findings.
Age (76%) was ranked as the most popular audience demographic ahead of gender (61%), household income (50%) and education (40%). While these data sets can support quality content output, recent research suggests demographic targeting may not be the best for engaging with end users.
This is because behaviours and factors, such as the types of content a person consumes, may be more resonant and support better results, especially when attempting to engage with younger audiences like millennials and Gen Z.
A recent study by IPG Magna found content targeting was the most effective method for a brand when targeting viewers on YouTube. This method resulted in fewer skipped ads, higher rates of completion and content usually being less intrusive for viewers.
“Age and gender are unsurprisingly the top demographic datasets that marketers leverage,” Lotame chief strategy officer, Jason Downie, said. “In addition to age and gender, for marketers seeking to deliver digital campaigns in an even more targeted way, it would benefit them to layer in other forms of audience data, like geolocation and behavioral.”