How to use demographic segmentation: Improve your marketing personalization techniques

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68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-customer-segmentation tag-customer-marketing "> <section class="post-full-content Customer segmentation"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2023-01-17">17 January 2023</time> <span class="reading-time">6 min read</span> </section> <h1 class="post-full-title">How to use demographic segmentation: Improve your marketing personalization techniques</h1> <section class="post-full-meta"> <a href="/tag/customer-segmentation/">Customer segmentation</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2023/01/charlesdeluvio-oAa4BY3b-vo-unsplash--1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>When considering how to develop your marketing campaigns, you’ll first want to be sure that you are targeting your specific audience correctly. Without this knowledge, you’re just flinging your advertising campaigns out into the void without any proper direction. <br></p><p>Demographic segmentation marketing can break down your audience into smaller and more manageable groups. In this article, we’re going to cover:<br></p><ul><li>What demographic marketing is,</li><li>The different demographic segments, and</li><li>How these segments can be used to make your marketing more effective.</li></ul><h2 id="what-is-demographic-segmentation">What is demographic segmentation?</h2><p>Demographic segmentation is a type of <a href="https://www.customermarketingalliance.com/ultimate-guide-to-customer-segmentation-the-what-why-and-how/#what-is-customer-segmentation">customer segmentation </a>that breaks down your audience into smaller groups to better cater your advertising technique to these audiences. <br></p><p>This type of segmentation separates your existing customers based on some basic factors of their identity but doesn’t include things like geography, purchasing behaviors, and personality.</p><h2 id="demographic-segmentation-factors">Demographic segmentation factors</h2><p>The groups that make up demographic segmentation are mostly the same wherever you go, but the ones you use will depend on how relevant these aspects are to your product and your target market. These include:<br></p><ul><li>Age</li><li>Gender</li><li>Ethnicity</li><li>Income</li><li>Religion</li><li>Family structure</li><li>Education</li><li>Occupation<br></li></ul><p>Demographic segmentation is also a good starting point compared to behavioral segmentation or psychographic segmentation as it requires less in the way of data collection and analysis, yet can still tell you a lot about your customers.</p><h2 id="how-to-use-demographic-segmentation">How to use demographic segmentation</h2><p>Demographic segmentation comes with significant perks when used correctly. It can improve personalization, product relevance, and advertising effectiveness. <br></p><p>Targeting your customers in this way will ensure that you aren’t getting the attention of the wrong people, but also aren’t falsely advertising who your product or service benefits. This kind of thing is vital to present a true narrative within your <a href="https://www.customermarketingalliance.com/build-up-your-brand-image-using-effective-brand-storytelling/">brand storytelling</a>. <br></p><p>So, how can these factors be applied? Let’s get into it.</p><h3 id="age">Age</h3><p>Narrowing down by age will depend on how age-specific your products are. Usually, you’ll segment these groups into children, teens, young adults, adults, and seniors. You can also segment based on generations, such as Boomers, Gen X, Millennials, and Gen Z. This might affect:<br></p><ul><li>Where you advertise your product.</li><li>The time of day you release certain ads.</li><li>The kind of image you use to represent your product.</li><li>Your tone of voice.</li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/top-five-commercials-that-have-memorable-brand-storytelling/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Top five commercials that have memorable brand storytelling</div><div class="kg-bookmark-description">Brand storytelling is important to connect with your customers. Advertising campaigns are most successful when they’re memorable (for the right reasons).</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/07/ramon-kagie-YXdQLn6ohbo-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="examples-of-demographic-segmentation-and-age">Examples of demographic segmentation and age:</h3><ol><li>If you are appealing to teenagers, you might host your ads on YouTube in the evening when school has ended.</li><li>If your product caters to seniors, you may use senior models in your advertising campaign.</li><li>If you are advertising to children your tone of voice may be more casual and upbeat.</li></ol><h3 id="gender">Gender</h3><p>Segmenting by gender can be another useful tool when used correctly. It’s important to first consider if your product is being gendered unnecessarily before advertising it in that way. It’s also vital that, if you advertise to different genders differently, you’re not relying on stereotypes to do so. <br></p><p>As such, gender segmentation works better when paired with other segments, <a href="https://www.researchgate.net/profile/Haemoon-Oh/publication/233106405_Age-_and_Gender-Based_Market_Segmentation/links/56b9f53108ae7e3a0fa098d2/Age-and-Gender-Based-Market-Segmentation.pdf">most commonly age</a>. Advertising by gender might change:</p><ul><li>The channels or websites you choose to advertise your product.</li><li>The models you use for your campaign.</li><li>The use cases you choose to advertise.</li></ul><h3 id="examples-of-demographic-segmentation-and-gender">Examples of demographic segmentation and gender:</h3><ul><li>If you are advertising to this segment, you might prioritize sharing voices from that segment, and create an advert around shared experiences. </li></ul><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/Z6ftChi-elE?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen title="L’Oréal Paris: True Match (Director's Cut)"></iframe></figure><ul><li>You might choose to create comedy around gendered stereotypes, playing with these stereotypes without having to make a specific statement about them.</li></ul><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/22PVDoOJoOw?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen title="Old Spice Ad - Terry Crews goes Bowling Commercial - (HD)"></iframe></figure><h3 id="ethnicity-and-religion">Ethnicity and religion:</h3><p>Advertising to specific religious and ethnic communities allows you to advertise based on religious and cultural needs. This can depend on the type of product you’re advertising or even the time of year. It’s common for advertising campaigns to occur around specific religious holidays. <br></p><p>This segmentation might affect:</p><ul><li>Where you advertise your product.</li><li>The time of year you’ll be advertising.</li><li>The geographical location you target.</li></ul><h3 id="examples-of-demographic-segmentation-and-ethnicity">Examples of demographic segmentation and ethnicity:</h3><ol><li>You may use the holidays as a way to advertise your product in relation to that holiday, providing perks or discounts as a celebration.</li><li>You may promote the diversity of your brand products; for example, in make-up brands.</li></ol><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Fenty Beauty by Rihanna</div><div class="kg-bookmark-description">Created by Rihanna with her vision that’s always ahead of the game, Fenty Beauty by Rihanna redefines the rules.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://r.lvmh-static.com/themes/lvmh/icons/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">LVMH</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://r.lvmh-static.com/uploads/2018/03/ok-site-fenty-kendo.jpg" alt=""></div></a></figure><h3 id="income">Income</h3><p>This segmentation is important to consider, depending on the price range of your own product or service. Promoting your product to young teens if you’re a car dealership, for example, will mean you’re not targeting the audience that will actually end up making a purchase. <br></p><p>Again, there’ll likely be overlaps with other factors of demographic segmentation. <br></p><p>This segmentation will affect:</p><ul><li>The tone of your advertising.</li><li>The age of the models you use.</li><li>Where you advertise your products.</li></ul><h3 id="examples-of-demographic-segmentation-and-income">Examples of demographic segmentation and income:</h3><ol><li>This will likely change where you choose to advertise, online and in person. You’ll choose affluent areas or cities where there’s a higher percentage of your target demographic.</li><li>You might also choose specific faces or sponsors that are attractive to your audience.</li></ol><h3 id="family-structure">Family structure</h3><p>The common family structures within your chosen target segment will impact how you cater to them. They have different desires and different pain points, so you’ll need to advertise your product(s) with this in mind. <br></p><p>This segment might impact:</p><ul><li>The use cases you display in your advertising.</li><li>Where you advertise your product.</li><li>Representing the family structure within your advertising.</li><li>The time of day you advertise.</li></ul><h3 id="examples-of-demographic-segmentation-and-family">Examples of demographic segmentation and family:</h3><ul><li>You may think about how your product can save time and money for those with children and big family commitments or about its simplicity for single people with busy schedules.</li><li>You might choose a variety of models with ages, occupations, and dynamics in your ads.</li></ul><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/WSkPzF2PkWs?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen title="Havas London x Vanish - Carpetphobia"></iframe></figure><ul><li>You may aim to show how your product can be used by a variety of dynamics than first comes to mind. </li></ul><figure class="kg-card kg-embed-card"><iframe width="200" height="113" src="https://www.youtube.com/embed/LrklLdp-e2s?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen title="The "Ideas Man" | Everything to Sell Anything | Squarespace"></iframe></figure><h3 id="education-and-occupation">Education and occupation</h3><p>Educational needs and occupation level will have an impact on your target audience and its needs. This is something that works when your product has a direct impact on studies and workflows. <br></p><p>Many people will add their education and occupation to social media profiles which’ll tell you the most common industries and levels that make up your target audience. Considering how this’ll contribute to how your product is used is important. <br></p><p>This will impact:</p><ul><li>The age you’ll cater to.</li><li>Where you’ll advertise.</li><li>The case uses you choose to highlight.</li></ul><h3 id="examples-of-demographic-segmentation-education-and-occupation">Examples of demographic segmentation, education, and occupation:</h3><ol><li>You may focus on an aspiring image or solution your product can bring for their skill and study.</li><li>You may want to give hints about the information and support they will gain.</li><li>Think about figures that are known in the industry that may add a perceived elevation to your product. </li></ol><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.youtube.com/watch?v=acsp9o9miAw"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Ron Howard Teaches Directing | Official Trailer | MasterClass</div><div class="kg-bookmark-description">Ron Howard, the two-time Academy Award winner, has directed some of the most beloved movies of all time, including Splash, Parenthood, Apollo 13, and A Beaut...</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.youtube.com/s/desktop/b5a8f283/img/favicon_144x144.png" alt=""><span class="kg-bookmark-author">YouTube</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://i.ytimg.com/vi/acsp9o9miAw/maxresdefault.jpg" alt=""></div></a></figure><h2 id="advertising-and-demographic-segmentation">Advertising and demographic segmentation</h2><p>At the end of the day, your segmentations will sway how you choose to present and sell your product, but they must always come from the truth. Understanding how your product works to benefit your customers will show you the points you should highlight in your marketing.</p><p>For your advertising to actually land with your audience you must:</p><ul><li>Be truthful.</li><li>Approach the product as if you’re the customer.</li><li>Represent your customer in your advertising.</li><li>Represent the pain points and needs of these customer segments.</li></ul><h2 id="storytelling">Storytelling</h2><p>When using use cases and appealing to your customer experience with your advertising, you have to understand how to tell these stories. CMA’s Storytelling Master’s will make this process simpler to understand. <br></p><p>This course is for anyone ready to boost their storytelling skills to the next level. Whether you’re just starting out in customer marketing, or just want to refresh your knowledge and further understand the science behind a story that sells, this certification is for you. <br></p><p>By the end of the course, you’ll have a comprehensive set of skills needed to create impactful and successful storytelling.</p><div class="kg-card kg-button-card kg-align-center"><a href="https://certified.customermarketingalliance.com/p/storytelling-certified-masters?_gl=1*wyruz8*_ga*NDg1OTAzMTk5LjE2NjA3Mjg5MDI.*_ga_ENBEF4TD6M*MTY3Mzg4MjYwNC40MTcuMC4xNjczODgyNjA0LjAuMC4w" class="kg-btn kg-btn-accent">Get certified today</a></div> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <p>Eve is a Junior Copywriter at Customer Marketing Alliance. She has been writing for as long as she can remember and enjoys creating content that helps others with their career goals.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/customer-segmentation/">Customer segmentation</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/beyond-the-basics-the-stp-customer-segmentation-model-for-competitive-advantage/"> <img class="post-card-image" src="/content/images/size/w800/2025/01/CMA_Website_Article_Images_Doodles--11---1-.jpg" alt="The STP customer segmentation model for competitive advantage" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/beyond-the-basics-the-stp-customer-segmentation-model-for-competitive-advantage/"> <header class="post-card-header"> <h2 class="post-card-title">The STP customer segmentation model for competitive advantage</h2> </header> <section class="post-card-excerpt"> <p>Today brands need to get smart about connecting with their ideal customers. 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