Using Audience Analysis for Better Marketing Communication

View all blog posts under Articles

As organizations in virtually every industry face increasing competition, gaining a better understanding of a company’s target audience is essential for its success. Identifying ideal buyers and assessing customer groups is no easy task, however, as these processes require a comprehensive understanding of market research, data collection and communication strategies. By drawing from their advanced audience analysis skills, experienced communications professionals can ensure that their clients connect effectively with their target customer bases.

Audience analysis strategies and tools continue to change faster than ever before, providing communications experts with increasingly innovative methods for evaluating and gaining insight into customer groups. From designing market research to adopting cutting-edge applications, discover how communications professionals can develop an accurate analysis of their audience.

Using Cutting-Edge Research Tools

To provide businesses with the most effective audience analysis, communications professionals should strive to learn and adopt cutting-edge tools and applications into their market research processes. Naturally, mastering the most advanced tools can give professionals additional opportunities to conduct more in-depth analyses and provide high-level insights into audience and marketplace trends.

With the right tools and technology, professionals can test and optimize their messaging, generate high-value consumer insights, and utilize a range of targeting features to maximize their audience analysis strategies. By using these cutting-edge tools, communications professionals may also develop expertise that proves indispensable as they advance their marketing and communications careers.

 

Image via Flickr by wocintechchat.com

Designing Market Research

For experienced communications professionals, the audience analysis process always begins with strong market research. Since market research gives professionals the opportunity to understand their organization’s position in the marketplace, identify new options for the business, and even forecast future performance, strong research design provides a valuable foundation from which to build an audience analysis.

Talking with industry experts, meeting with decision makers, and analyzing existing data can help communications professionals determine whether to focus on understanding various market segments, assessing competitors, evaluating additional opportunities, identifying marketing strategies or other pressing problems. Taking these preliminary steps can also help market researchers understand the background of the problem and ensure that they are focusing on a problem and not the related symptoms.

Naturally, developing a strong sense of the organization’s current position, assessing how it compares to competitors, and evaluating where and how it could grow is essential to strong market research. Completing these key steps of the process can enable communications professionals to become experts in both the industry and the company, allowing them to collect and use data effectively. As experts in the field, they can use the information they collect to support data-driven decisions that propel the company toward its goals.

Understanding Research Findings

Once they have carried out their research plan and collected sufficient data, communications professionals must then prepare and analyze the information gathered. Naturally, simply repeating the collected data does not make a compelling case. Instead, using the data to tell an intricate story can help communicators stand out and grow their careers.

For communications professionals, developing a strong understanding of their research findings and building robust analyses serve as the keys to devising stronger, more focused marketing campaigns.

Experienced communications professionals can even use this high-level knowledge to execute strategic decisions that better position their organizations. Conquering this essential data-driven step of the audience analysis process is necessary for communications experts striving to give their companies a competitive advantage and advance their own careers.

Assessing Audience Trends

In many cases, communications professionals may find that their analysis reveals important audience trends that require additional research. By taking their research further, they may be able to expand their findings to provide organizations with a more comprehensive analysis of audience trends, along with insight into these patterns’ implications on the marketplace, competitors and businesses’ opportunities to expand.

By exploring social media analytics and related trends for competitors and industry figures, communications professionals can also evaluate the organization’s position in the marketplace and identify potential areas for growth. No matter which problem they focus on, communications professionals can provide invaluable insight to their organizations by using social tools to assess up-to-the-minute audience trends.

With trend analyses at their fingertips, communications experts don’t have to worry about reacting to marketplace changes. Instead, they can take proactive steps to ensure that their organizations maintain a strong position in the market and capitalize on opportunities for growth. Proactive communications professionals who strive to stay a step ahead of market movements may be much more successful in seeking out high-powered positions and promotions in their organizations.

Communicating Audience Analyses

Designing the research strategy and collecting data are essential to a successful audience analysis. However, communicating findings effectively is arguably more important for achieving the desired outcome of the evaluation. Sharing the results of an audience analysis can enable marketing teams to optimize their performance and help executives make strategic decisions about the organization’s position.

Naturally, high-level decision makers do not typically shape their strategies in a vacuum. Instead, they depend on reliable data and nuanced analyses to invest in research and development, launch new products or reposition the company. Communications professionals who can effectively communicate their analyses may prove to be invaluable team members who provide vital information to stakeholders.

As professionals in this field quickly learn, communicating results may take a number of different formats, as long as the designated method accurately conveys the data and indicates the conclusions of the analysis successfully. In some cases, communications professionals may find it more effective to provide clients with detailed statistics, while in others, expository explanations may prove more helpful. Graphs, charts, and diagrams may also help to explain analyses and communicate findings. No matter which format they choose, communications professionals should be prepared to provide a story-like narrative verbally and in writing to increase understanding.

Why Evaluating Audiences Is Essential

Without a comprehensive understanding of their target audience, brands could fail to reach their ideal customers, ultimately impacting the company’s overall success metrics. Neglecting to understand key aspects of their audiences may cause companies to develop products that don’t meet the needs of their customers, spend unnecessary marketing dollars targeting the wrong audience, and neglect to build a loyal customer base or scale their operations.

Aspiring communications professionals can acquire the high-level audience analysis skills that brands need to compete successfully by completing advanced courses such as Audience Analysis (CMGT 587) within the University of Southern California’s online Master of Communication Management  degree. In this course, students can expect to master each step of the audience evaluation process through a combination of classroom work, access to cutting-edge applications and research tools and real-world experience implementing a client project.

With this knowledge and experience, communications professionals have the potential to provide high-level audience analyses for external clients or for their own organizations. By giving brands unique audience insights, assessing key market trends, and mastering cutting-edge tools, communications experts may enable brands to compete more effectively while also advancing their own careers.

Optimizing Audience Analysis Strategies

To obtain the best results from their audience evaluations, communications professionals may opt to hone a strong understanding of research design and trend analysis while simultaneously testing and adopting high-tech tools and methods. By combining long-established best practices with cutting-edge resources, communications experts may effectively optimize their audience analysis strategies while positioning themselves as experts in the workplace.

With its accomplished faculty members and access to advanced tools, USC can assist aspiring communications professionals in developing superior audience analysis skills. The online communications degree program’s emphasis on devising data-driven strategies and testing out real-world applications could help professionals excel in their fields. See how earning an online Master of Communication Management degree could serve as a first step toward a rewarding career.

Sources:

AdWeek

MarTechSeries

MarTechToday