1. They are needs based.
While they may include a demographic or behavioral component (e.g. age, income, past purchase habits, etc.), their foundation is typically an attitude, expectation, or need the brand is uniquely positioned to address.
2. They are hierarchical.
Brands typically have varying degrees of permission to succeed – while they may have permission to succeed with multiple segments of the market, some segments present a greater opportunity for succeed than others. Successful audience strategies embrace this opportunity not only by allowing the brand to align its value proposition with the unique needs of each of these segments, but also by driving resource decisions and performance expectations with each of these segments.
3. They are connected.
Too often, powerful audience strategies are watered down by attempts to translate the strategy to media platforms with different data ecosystems. The best audience strategies only reap rewards for brands that find effective ways to activate them efficiently and effectively.
4. They evolve.
Progressive brands are committed to learning from doing. As such, measurement systems are in place that enable the brand to evaluate their audience strategy and optimize it accordingly.