Attitudinal targeting is a type of market segmentation that layers objective research findings, typically from surveys or focus groups, into other targeting segmentation criteria. The attitudinal research conducted is focused on a group of consumers’ feelings, predispositions, and motivations.
Wikipedia defines market segmentation as a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. Eight different types of market segmentation are identified as:
- Multi-variable Account
Attitudinal targeting combines one or more of these segmentation types, then layers in specific attitudes of a group of consumers’ feelings about a certain product or service. Attitudes about a product or service can be defined in many ways:
- What they love
- What they hate
- What they enjoy
- What makes them bored
- What causes fear
Storylift’s advanced targeting software identifies attitudinal behaviors using social media to conduct research on consumers who cannot be found anywhere else. The results allow marketers and advertisers to build custom audience profiles based on the unique characteristics of the consumers surveyed. These insights are invaluable when developing marketing strategies, content marketing messages and distribution plans.
Watch the video below to learn more about How Attitudinal Targeting Works and How Storylift’s Content Distribution Platform Works.