March 22, 2018

Mastered Customer Segmentation? Get Ready for Microsegments

It's hard to be a big mass brand in a world of microsegments.
Sure, sometimes your creative kills it and the whole world shares, but that's a hole in one. More often, you're marshaling a small army of initiatives to reach a gazillion tiny groups, each of which has its own vibe.How do you maintain your brand identity but make a connection? Even more important: how do you tap into the tiny-group vibe and use it to your advantage?
Read on for some options: nytDEMO can help you target based on readers' likely emotional response to surrounding content.  Gannett will help you appear part of the local community. Or try partnering—hang out with the right brand and let their identity rub off on yours. 

 All the NYT Feels

Remember when your grandpa used to get angry reading the newspaper? Fast-forward to when the newspaper knows how its readers are feeling and is using that data to target them. Grandpa would probably bolt right out of his easy chair.
A new initiative at the New York Times, Project Feels, uses machine learning to classify content by emotion. It's part of a new division called nytDEMO, which is using data analytics to create new advertising products and tools for brands to target better.
Gritting your teeth over that op-ed? Look! Here's an ad for a new meditation class in your neighborhood. 

Partner Hard

If this rundown on the best branded content partnerships of 2017 is any indication, branded content is on a tear. With the right pairing, a partnership can be a powerful way to reach a new market segment or tell a brand story in a novel way. A couple of these examples—Fatherly + AirBnB?—have us reaching for our Venn diagrams... 

Good Neighbors

Think global; act local. It’s an old adage that works just as well for brands as it does for people. Gannett, a large national media company with an extensive network of local newspaper assets, is leveraging its small-town bona fides to give big brands a homegrown feel. Note that Gannett is also using data-driven tactics similar to those of The New York Times to analyze and map to the emotions local content can generate. 

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