{"id":1613,"date":"2020-01-11T13:56:43","date_gmt":"2020-01-11T13:56:43","guid":{"rendered":"https:\/\/britopian.com\/?p=1613"},"modified":"2024-01-02T00:56:36","modified_gmt":"2024-01-02T00:56:36","slug":"audience-analysis","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/social-data-analytics\/audience-analysis\/","title":{"rendered":"Audience Analysis: The Essential Guide for Marketers in 2023"},"content":{"rendered":"
It’s 2023. Today’s B2B buyer journey is more complicated than ever. Audience analytics is the only way to understand this dynamic group of buyers.<\/p>\n\n\n\n
Why this matters: <\/strong><\/p>\n\n\n\n It matters because you need to know exactly how your buyers<\/strong> consume content, research information, and make decisions. How else are you supposed to get their attention? A Super Bowl ad? No.<\/p>\n\n\n\n B2B buyers are skewing much younger. Millennials are getting promoted and managing large IT budgets; many are entrepreneurs and launching companies. This didn’t just happen overnight, either. In 2015, Google released research<\/a> stating that nearly half of all B2B researchers are millennials. According to the report, 18 to 34-year-olds accounted for almost half of all B2B purchase decisions.<\/p>\n\n\n\n Millennials are a driven generation, and for the last 5 to 7 years, they have been rising in the ranks in corporate America. They are digital natives and grew up using the Internet and social media to communicate with friends and family. That behavior does not change just because they are working for an enterprise company and making investments in IT and technology.<\/p>\n\n\n\n The second reason is more about cultural norms. As consumers of products and software, our attention spans have diminished, and we have difficulty focusing. The Internet is one of the main reasons, but that has given birth to wicked-fast computers, apps that allow you to manage your entire life from your phone, and the need to always be in the know and connected.<\/p>\n\n\n\n In a nutshell, today’s buyer is all over the place. They multitask on several devices simultaneously and chat and text with 15 different people.<\/p>\n\n\n\n Notice the B2B buyer journey<\/a> below. This shows all the entry points buyers might realize they need to purchase the software. The journey is not even close to being linear. It’s unpredictable, sporadic, and changes for various reasons\u2013personal decisions, business needs, etc.<\/p>\n\n\n One thing to note is that buyers spend most of their time researching products and services on Google, reading industry white papers, blog posts, and e-books. They always seek feedback and direction from industry peers, colleagues, and influencers.<\/p>\n\n\n\n This buyer journey might seem overwhelming and complicated, especially for the B2B marketers who want to reach them. That’s because it is<\/strong>.<\/p>\n\n\n\n It’s also an opportunity to use data and analytics to understand buyers’ behavioral patterns and conversations as they weave in and out of this crazy purchase journey. Every entry point and purchase factor below can inform a marketing program, advertising campaign, editorial approach, and digital content strategy<\/a>. Additionally, third-party validation can reinforce purchase decision-making and accelerate the buying cycle. In this context, third-party validation could be through B2B influencer marketing or a formal customer advocacy<\/a> program.<\/p>\n\n\n\n There are a few key takeaways to understanding the buyer journey. First, it’s dynamic and changes daily. Second, the audience’s expectations of technology also change as the speed of innovation increases. And lastly, just because one group within a specific audience behaves a certain way doesn’t mean that all the audience members follow suit. This makes it almost impossible to reach a target audience with branded content.<\/p>\n\n\n\n Just wait until Gen Z starts running the business.<\/strong><\/p>\n\n\n\n Even though we’re talking about the B2B by your journey, audience analysis is just as crucial for consumer brands, especially when analyzing the shopper journey and, more specifically, when trying to understand Gen Z shopping behavior<\/a>.<\/p>\n\n\n\n The textbook definition of audience analysis is a “process used to identify and understand the values, behaviors, interests, attitudes, and conversations of different groups of people<\/em>.”<\/p>\n\n\n\n Audience analysis is about getting close and personal with target consumer groups and getting a 360-degree view of their innermost being. I know, it sounds a bit like a Rom-Com with Jennifer Anniston. But the more you know your audience, and I mean, really know your audience, you will have a higher likelihood of delivering a memorable customer experience.<\/p>\n\n\nWhat is Audience Analysis?<\/h2>\n\n\n\n