Audience segmentation is the new surface area
Finding the wheat among the chaff
Unlock the value of your audience
Disparate solutions create data silos that prevent your media, audience, and marketing teams from focusing on your most critical asset — your audience.
Omeda is here to help. We combine a CDP, marketing automation and subscription management into one solution so you can grow, engage and activate your audience all from one place.
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Audience segmentation is the new surface area
The term surface area is often used to describe the breadth of a publisher. Creating more surface area means creating more places for advertising. The thinking is rather crude: If you want more attention, you need to create more things that have a shot at getting that attention. That’s proving a difficult game to win. Instead, publishers need to rethink the role of surface area. Instead of creating more stuff, they need to create more depth in audience segments.
The more-with-less era will require this shift to audience segmentation. No publisher has “an audience.” It has many different segments. Rather than create surface area for an audience, the winning publishers will create products and services for specific audience segments. This is why I believe tech investments will shift to audience databases and customer-relationship management systems. This is particularly important in niche media businesses.
The name of the game in these businesses is: 1. Establish loyalty and habit with a high-value category; 2. Segment that overall audience into high-value audience segments; 3. Create products and services that “activate” those segments.
