I was asked to lead a marketing audience segmentation talk at Vanderbilt University's Owen Graduate School of Management. The goal for this group of students was to create an email marketing campaign to Alumni to get donations.

Basic, right? But we need to think through what's relevant to each audience group in order to build a segmentation strategy. What do they care about? How do we talk to them?

The data can show us where to deploy the content, and it can show us what subjects each group is interested in, but the variable to the successful campaign is the creative around what's relevant to each group and how to say it in a way that connects with them. Take age range 65 and up for example.

We know that hitting people on Facebook who are 65 and up is actually a pretty good idea. That might not be what you thought I was going to say, but the data shows they're there. Period. Now, think about how they scroll through their news feed. They stop to read. Right? So, the hardest part is now going to be thinking through what content is relevant to them, and deploying it to them. The relevancy between audience age, geolocation and interests is critical to how you position your message.

Thanks for reading / watching - and have a great day!

Paul Hickey has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.

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