Brands need to get closer to understanding audience behaviour

A well-established brand knows its audience but running a check via market research around the key sectors it targets can’t hurt – and it may give marketers some interesting insight into consumer behaviour.    

Mindi Chahal

In certain brand categories, it can be obvious who the target market is. Cosmetic companies, for example, can be sure that a majority of its target market will be women, without having to run extensive market research to verify this. 

However, in other sectors such as sport, running research on what audiences are interested in can steer brands towards opportunities that might not have been realised before.   

Research featured in Marketing Week reveals the audience interests around six sports, including rugby, tennis and cricket – all of which have received coverage with the Lions in Australia, Wimbledon and the Ashes currently taking place. 

The study, by advertising intelligence agency Exponential, looks at the online activity of 7 million Britons and maps behaviour against 50,000 attributes to show the sectors they are interested in. 

It reveals that Rugby fans are 68 times more likely to be interested in classical music, cricket fans are 44 times more likely to be interested in mortgage brands and golf fans look at content around snowboarding and winter holidays. 

The study also shows that tennis has a female following with fans 16 times more likely to look at maternity wear, nine times more likely to be interested in weight loss and 11 times more likely to look at content featuring actor Robert Pattinson. 

This shows that audience mapping and online behaviour can open up new avenues for targeting through advertising. If snowboarding brands targeted golf fans they may see an uplift in interest in their products.       

It’s important for marketers to have an overarching idea of who the target market is for the brands they work on but it’s also important to know the interests of that target market and where further opportunities lie in other sectors – research is one way to get to know the customer even better.  

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here