Marketing Campaigns: Identifying the right target audience is one of the main challenges for companies, research reveals
- Study, carried out by Serasa Experian, interviewed companies from different segments to understand their perceptions on market strategies, segmentation and audience activation;
- Identifying the target audience, carrying out prior testing and lack of data were some of the challenges highlighted
When planning and executing a marketing campaign, identifying the target audience is the main challenge, as pointed out by 39% of the companies participating in an unprecedented survey by Serasa Experian, the first and largest Datatech in Brazil, carried out through its Marketing Services area. The quantitative study sought to investigate what companies face when executing marketing strategies in four stages: market research, segmentation, data enrichment and audience activation.
“Reaching the right audience is essential for the success of any marketing campaign. To support businesses in accurately identifying their target audience, we have evolved in the development of accurate tools and launched exclusive filters so that companies can overcome this challenge of efficient segmentation and reach the group of people that matters most: those likely to convert,” says Isabela Torres, Director of Marketing Services at Serasa Experian.
Check out the details of the main insights from the research:
1. Market research: a quarter of the responding companies (25%) pointed out identifying potential stakeholders for their products or services as the biggest obstacle and, secondly, 17% considered it challenging to determine who the decision makers are regarding the purchase. See the entire survey of this vision in the following graph:
2. Segmentation: 39% of the companies pointed out as their main adversity the clear definition of the target audience needed to search for relevant information. Regarding the less latent challenge in this view, 11% reported the challenge of integrating segmentation data with internal studies, aiming to improve their marketing strategies. In the graph below, see other findings:
3. Data enrichment: Obtaining data on behaviors and preferences was indicated by 26% of the respondents as the greatest difficulty. 22% said that it would be obtaining data that indicates consumers' purchasing power. Check out all the challenges identified below:
4. Audience activation: 28% of companies considered “testing with the internal customer base before launching to the external public” as the biggest challenge on this front. “The need to conduct multiple tests to identify which audiences generate the best results” came next, with 26% of the choices. See the full ranking of this view in the following chart:
Main activities of marketing campaigns
There are several steps involved before, during and after marketing campaigns. As revealed by the study, the activity that receives the most attention from companies (40%) is conducting “market studies to better understand their audience before launching the campaign”. During execution, the main focus is on “measuring results” (33%), followed by “enriching data to complement internal or external databases” (28%). Check out the ranking of the most common practices in conducting marketing campaigns:
Methodology
The survey included a sample of 317 company representatives, ensuring comprehensive geographic and sectoral representation. The distribution of participants was 7% in the North, 9% in the Midwest, 14% in the South, 45% in the Southeast and 25% in the Northeast of Brazil, with 57% located in capital cities, 25% in the interior of the states and 18% in metropolitan regions.
The market segments of the respondents were diversified, with 43% working in the services sector, 23% in wholesale and retail trade, 17% in industry, 14% in other sectors and 4% specifically in services related to advertising and marketing agencies, including digital marketing, content, social media, audiovisual production, advertising, paid media, among others.
Regarding the size of the companies, the survey included 45% small companies, 31% large companies, 14% medium companies and 10% individual enterprises.
The positions of the company representatives in the survey varied, with 23% being managers or consultants, 21% analysts, 20% partners or owners, 15% directors, 15% specialists or coordinators, 5% heads or responsible, and 1% occupying C-level positions. This diversity of positions contributes to a more complete and varied view of the challenges and practices in the market.
Serasa Experian
Serasa Experian is the first and largest Datatech in Brazil. A leader in intelligence solutions for analyzing risks and opportunities, focusing on credit journeys, authentication and fraud prevention. With cutting-edge technology, innovation and the best talent, it transforms the uncertainty of risk into the best decision, helping people achieve their dreams and companies of all sizes and segments to prosper.
Created in 1968, Serasa became part of the Experian Company in 2007, a global company headquartered in London. It is currently responsible for more than 6.5 million daily queries about companies and consumers and protects more than 2.2 billion commercial transactions every year.
Empowers consumers with financial education, facilitating access to fair credit. Helps companies of all sizes and segments to make better decisions, on several fronts to: find new customers, manage current ones more efficiently, grant credit or sell on credit safely, comply with ESG standards, authenticate its customers and prevent fraud, and also charge them at the ideal time, without impacting the relationship.
With the purpose of creating a better future for everyone by expanding opportunities for people and companies, the company trains people in the technology area and promotes small businesses and startups with social impact through its own free programs. It is considered a LinkedIn Top Company and one of the best companies to work for, recognized by GPTW. It is also the most innovative service company in the country, certified by the Valor Inovação Brasil Award.
expert
Experian is a global data and technology company that creates opportunity for people and drives businesses around the world. We facilitate credit journeys, authenticate and prevent fraud, streamline healthcare processes, provide digital marketing solutions, and help drive insights for the automotive industry, all using innovative combinations of our data, analytics, and software. We also help millions of people achieve their financial goals and save time and money.
We operate in a variety of markets, going beyond financial services and operating in the automotive, agribusiness, healthcare, insurance and many other industry segments. To continue innovating, we invest in talented people and advanced technology to unlock the power of data.
Headquartered in Dublin, Ireland, we are a FTSE 100 company listed on the London Stock Exchange (EXPN) and have a team of 22,500 people across 32 countries. Find out more at experianplc.com.
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