Simply put, demographic data explains who your buyer is. Demographic data consists of objective data points like age, gender, geography, education, income, and marital status collected for a particular target market. Identifying the demographic data is a great place to start. It ensures that your market is divided in broad strokes.
For example: If your SaaS product users fall in the age range of 18-25, you can use meme marketing to get them excited about your product. By leveraging demographic data for your target markets, you can create personalized marketing and sales campaigns to achieve desired results.
Demographic segmentation allows you to create and use a more personalized experience and messaging that resonates with your audience.
For example: If you are targeting Gen Xers, an ad with a copy about Princess Bride will generate more excitement and praise as they are able to relate to it better. But if you use the same ad it will fail to receive any attention when used to target the Gen Z population as they cannot relate to it.
Different demographic segmentations resonate with specific pop culture references that bring about a special reaction. This will allow you to tailor your messaging and position your product or service to fit their needs and desires depending on each segment.
Geographic data splits your target markets based on their geographic location. People that live in different parts of the world have different needs and pain points that need solutions.
For example: Running ads that promote your new line of eco-friendly swimwear in Los Angeles makes more sense as opposed to running them for a segment of people who live in Reykjavik, Iceland.
Age data points allows you to split your target market based on specific age ranges like Gen Z, Gen X, Baby Boomers or Millennials. People in each of these generations relate to different emotions, needs, pain points, traits, habits and experiences. This will allow you to develop your sales and marketing efforts in a more tailored and personalized manner depending on the age group you want to engage.
Education data splits up your target market by type of school, area of study, and degree. Brands and businesses can focus their sales and marketing efforts based on specific demographics that all went to the same college.
For example: People who went to Rutgers, are partial to the university mascot - The Scarlet Knights. They even have a football team with the same name. Positioning your outreach and messaging by invoking feelings of loyalty towards their alma mater can be a great way to engage with audiences in this target market.
Occupation data splits your target markets by the type of job they have, which industry they belong to, and job titles. B2B brands tend to focus a lot on this type of demographic data, because they are always trying to identify decision makers and professionals who are capable of making buying decisions in their company or team.
Income segmentation splits a target market by income range. Knowing what is the income of your potential customers can help you market products and services to people who can actually afford it.
The B2B business world has no space for spraying and praying campaigns. Consumers no longer tolerate or appreciate this marketing or sales strategy. Insisting on pursuing this method will only result in loss of revenue, time and effort.
However, with demographic data you can segment your target markets to create tailored and personalized campaigns to engage with each segment.