You can run the most delightful and mind-blowing campaign in the market – if the right people don’t see it, you won’t see any return, too. Loss-loss.
But if you did your homework and analyzed where (and who) your target buyers are, techniques like socio-economic class (SEC) targeting will make sure your ads are in the same place as your audience.
In short, socio-economic class targeting enables data collection from particular neighbourhoods, allowing companies to identify where their purchasing power is.
So, how does SEC targeting work, and can it actually help you? In this post, you'll learn:
Let's jump right in!
Socio-economic class (SEC) targeting is a technique that groups users into the high, middle, and lower classes based on certain parameters identifiable from their browsing history.
It’s often predictive and uses stereotypes to describe socio-economic classes.
These classes are thus assigned to six groups:
Advertising businesses use rich data points to build a comprehensive system for calculating socio-economic classes. These can include the following:
Presumably, the mobile device you use can indicate your social status. Depending on the price of your device, it’s possible to predict if you’re willing to buy more expensive things.
For example, iPhone users might spend more compared to, let’s say, Huawei.
Location signals group people based on the location they’re seen the most.
Research done by McKinsey shows that people living in capitals or large cities have much higher purchasing power than those who live in rural areas. Primarily because living in an urban area is much more expensive.
Owning a house or renting an apartment, prices of goods and products, or transport – are only some of the factors that often come pricier for city people compared to those in rural areas.
Our social cues can tell a lot about ourselves, our social status included. Location tags indicate locations where a person was seen most often.
For example, airports, shopping malls, business centers, and similar places can be attributed to upper-class people.
This factor divides people based on their data consumption patterns. Naturally, if a user spends little time browsing the internet, we can assume their social status is lower as they don’t have the luxury to stay online.
According to Statista, Americans living in cities lead more internet-connected lives than those who live in rural areas. As of 2021, approximately 89% of people living in urban areas owned a smartphone. Likewise, internet usage was higher compared to rural areas.
In this group, users are divided based on the connection type they primarily use, ranging from 2G to 4G.
If a person is always online using a 4G network, we can assume that they live in a location with a decent network connection and, most likely, higher living standards.
Now that we’ve seen the types and factors that define socio-economic classes, let’s find out what kind of personalities each category represents.
The primary advantage of socio-economic targeting is personalization and relevance, which in turn leads to benefits like higher revenue, user engagement, retention, and loyalty.
SEC targeting enables brands globally to personalize their advertising based on socio-economic groups, i.e., upper, middle, and lower, and reach the right customer.
Example: telecommunication brands can offer different deals for a relevant socio-economic class:
Besides, advertisers should only target a particular SEC group in case they have a suitable offer. That is, banks and loan companies can advertise for lower-class people who are more likely to take a loan.
So, the excellent ICP for SEC targeting tends to be banks, mobile device manufacturers, fast-moving consumer goods, and telecommunication brands.
Now, let’s go through some practical examples of how you can use socio-economic class targeting.
Luxury brands – be it jewelry, clothes, or watches – target only high-income people. In reality, such a group constitutes only 1–5% of a country (depending on the country). But you can reach this audience considering their internet usage habits and location.
If you’re a first-rate watch brand like Rolex, Audemars Piguet, or Patek Philippe, you can target A1 and A2 groups by their location and location tags. Or, if you have some exclusive offers, you can target B1 and B2 neighbourhoods with these more economic product advertisements.
Let’s say you’re an online bank or payment provider that offers free virtual cards with zero online payment costs up to a $2000 limit.
Your target audience, in this case, is most likely people with a middle income. The best option then is to use SEC targeting by choosing B2 and C group individuals.
If you’re a grocery chain (or store) owner aiming to offer first-necessity groceries at the most affordable price, you can set your ad target audience as C and D groups.
In this case, you’ll use your budget effectively, as your ads won’t be shown to people who aren’t interested in discounted groceries. Instead, you’ll advertise to the ones of relevance.
As the popular saying goes, “Targeting everyone means you’re actually targeting no-one.” Ironic, huh? However, relevancy is key in many business areas, advertising included – that is why you have to get to know your audience really well and think about it long and hard before launching your ad campaigns.
Socio-economic targeting is one of the ways to achieve your goals since it allows you to reach people who are more likely to buy your products. If you’re about to try it in practice, make sure to reach out to the Eskimi team that would be happy to help.