Market Research Director, Media Division
Behavioral flexibilities: communities and social targeting
How do you optimize your marketing strategies and customer targeting in the age of emotional communities? Faced with the proliferation of contact points and increasingly delinearized media consumption, brands must rethink the way they engage consumers. Moving from segmentation by age group or socio-professional category to an exchange between the brand and its audiences based on multiple behaviors and interests has become the strategic focus for smart marketers.
It’s more urgent than ever. In a context where consumers are increasingly solicited and demanding, it is essential to establish a connection based on commitment, exchange, and sharing around values in order to deliver a relevant message. These communities are a way to do so.
With this in mind, Kantar is now one of the few market players to offer targeting studies that are directly based on social engagement data. The principle: coupling social listening with consumer analysis. Social networks, digital platforms, and social data are creating a gold mine for identifying new communities that bring together individuals with similar interests.
Being able to segment consumers based on thematic areas that are spontaneously addressed on social networks is the added value of such a process. Kantar’s Research Department, Media Division, has already been using this creatively with social listening around new trends in consumption. For example, flexitarianism—the flexible form of on/off vegetarian living—has been a rising topic of shared interest on social media. Once Kantar identified this trend it was able to explore what lines of discourse should be used in its communications to engage the “flexi” community consumer. What is their preferred media? Based on the social noise on flexitarianism, Kantar also identified other associated themes that emerged on social networks (organic provenance, meat, food security, prices) related to it. It was able to determine which were sufficiently segmenting to create groups. This mode for community-based listening and analysis will be a powerful tool in future.
MAPPING OF CONSUMER-BASED THEMES ABOUT FLEXITARISM
SEGMENTATION OF CONSUMERS ACCORDING TO THEIR SENSITIVITY TO SOCIAL THEMES
FOCUS ON A RISK GROUP, GROUP 2, WHICH TOUCHPOINTS ACTIVATING TO TOUCH IT
The success of communication campaigns today depends on exchange and sharing with communities. Brands must be able to define axes of discourse to speak with them in the same language. By combining Kantar’s TGI data for their consumer research with themes that appear on social networks, brands can combine commitment, behavior, tastes, opinions, activities, and media preferences. The key aim: to get your “open sesame” to enter the new emotionally centered communities.