One of the greatest issues facing local government?
Marketing segmentation is the natural result of the fact that people are different. Twenty years ago, there wasn’t much more to grouping people together than looking at their demographics. Over the years (as people moved online and became prolific mobile phone uses) we became more sophisticated in our understanding of human needs. We became able to start (using technology) to segment audiences based more on their psychology and behaviour than on their age and location.
Yet over the past five years in particular, audiences have become more nuanced, complex and diverse. We can’t talk at people anymore (nor should we); we have to talk with them. This has meant that segmentation requires more thought and, I would argue, a deeper respect.
Philip Kotler once said that, ‘Segments must be Measurable, Substantial, Accessible, Differentiable, and Actionable.’ Yet I believe that while segments should still be in some ways these things, they can and should no longer be substantial. If they are, then we are not digging deep enough.
In the vast and varied landscapes of regional Australia, local governments encounter significant hurdles in effectively tailoring communications to meet the specific needs and preferences of different groups within a community. Given the wide geographical spread and the diverse demographic makeup of many regional areas, crafting a one-size-fits-all message is impractical and often ineffective.
Audience segmentation in densely populated urban areas typically benefits from rich data analytics, which allow for detailed insights into the lifestyles, preferences, and behaviours of various groups. However, in regional and remote areas of Australia, such as those in the Northern Territory or the vast stretches of Western Australia, the scattered nature of communities makes it difficult to gather comprehensive data. This lack of detailed demographic and psychographic information presents a significant barrier to effective audience segmentation.
In regional areas like the Riverina in New South Wales or the Gippsland region of Victoria, the population is not only spread out over large distances but also encompasses a wide range of socioeconomic backgrounds, age groups, and cultural heritage. This diversity requires local governments to develop a nuanced understanding of their constituents to effectively communicate and engage with them.
The challenges of segmentation are further compounded by the varying levels of access to technology. While some regional centres may have robust internet connectivity, more remote areas might rely heavily on traditional forms of communication such as radio and print. In such scenarios, local governments need to employ a hybrid approach. For example, councils might use print media and local radio broadcasts to reach older populations or those in remote areas, while simultaneously deploying social media strategies targeted at younger demographics or those in more connected regional hubs.
Similarly, the cultural diversity seen in regions like the Kimberley, where there is a significant Indigenous population, adds another layer of complexity. Marketing strategies here must not only address language barriers but also be culturally sensitive and inclusive. This often means working closely with community leaders to ensure messages are respectful and relevant, and sometimes involves creating materials in several languages.
Given these challenges, some local governments in regional Australia have begun to innovate in their approach. The Shire of Pilbara, for example, has implemented community liaison roles specifically to bridge the gap between the government and its diverse populations. These liaisons help to gather grassroots feedback, which in turn informs more effective segmentation and targeted communication strategies.
Moreover, in areas like the Gold Coast Hinterland, local governments have experimented with mobile apps that provide services and information tailored to users' locations and preferences. These apps can offer a way to segment audiences based on their engagement with different types of services, from local park maintenance updates to community event notifications.
The difficulty of segmenting audiences in regional Australia is a formidable challenge, requiring local governments to be adaptive, innovative, and sensitive to the unique characteristics of their communities. By embracing both traditional and digital marketing strategies and by fostering close relationships with community members, local governments can overcome these hurdles. This adaptive approach not only enhances the effectiveness of their communications but also ensures that all members of diverse regional communities feel valued and understood.
In this way segmentation becomes less about substantial groups and more about substance.
Brands are built better together.
Megan
