Understanding  Inherited Audience

Inheritance marketing, also known as inherited audience, is a powerful tool for businesses looking to increase customer retention and maximize the potential of their current target market. By understanding the importance of inherited audience, you can develop targeted marketing initiatives that leverage demographic targeting and segmentation to create personalized and engaging campaigns that resonate with your customers. Read on to learn more about inherited audience and how it can benefit your business.

What is an Inherited Audience?

An inherited audience refers to the group of customers who have remained loyal to a brand over time, either through repeat purchases or other forms of engagement. These customers often have similar characteristics, such as age, lifestyle, interests or geographic location. Understanding this group's characteristics allows businesses to tailor marketing strategies that resonate with them.

Why is Inherited Audience Important in Marketing?

Inherited audience marketing is important because it offers a cost-effective way for businesses to engage with their most loyal customers. These are customers who already trust the brand and are likely to refer friends and family members who may become new customers themselves. By focusing on these individuals instead of relying solely on new acquisitions, businesses can drive customer lifetime value (CLV) up significantly over time.

How Does Targeted Marketing Impact Inherited Audience?

Targeted marketing - where personalized and data-driven messaging is crafted according to specific customer needs- offers even better results than traditional one-size-fits-all campaigns when it comes to appealing to an inherited audience. By creating targeted campaigns based on demographics (such as age), interests (like habits from social media activity), or location-based data through geofencing- brands could increase response rates from the group.

Why Should Businesses Focus On Customer Retention Over Acquisition?

Businesses should focus more on retaining existing customers rather than only acquiring new ones because acquisition costs are significantly higher than retention costs in most cases. Additionally, loyal customers often spend more money over time than occasional purchasers who may not have been properly introduced with a proper retention strategy.

How Can Demographic Targeting Improve Inherited Audience Campaigns?

Demographic targeting allows brands To use data sources like census reports which helps businesses develop messaging that appeals specifically towards certain groups within an inherited audience- such as by age range or affinity groups like hobbies or interests.

How Does Segmentation Help Identify An Inherited Audience?

Segmentation helps identify an inherited audience by dividing larger customer populations into smaller groups based on demographic info like age range/geographies/behavioral trends within certain segments of people in those targets compared with those outside those categories.These smaller groups form micro personas which later become helpful for tailoring creative ads messaging designed for the ideal segment.To create efficient messaging which resonates directly with each segment's unique taste/preferences,a business would want different advertisements created specifically for each segments .


  1. "Audience: Marketing in the Age of Subscribers, Fans and Followers" by Jeffrey K Rohrs
  2. "Influence: The Psychology of Persuasion" by Robert Cialdini
  3. "Data-Driven: Creating a Data Culture" by Hilary Mason et al.
  4. "Marketing Metrics: The Manager's Guide to Measuring Marketing Performance" by Paul W Farris et al.
  5. "Understanding Brands: An Introduction" by John M T Balmer et al.

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