Hey Pulsers,

Welcome back to The Marketing Pulse! Today, we’re talking relationships—the one between you and your audience. And trust me, it’s the most important relationship you’ll ever be in as a marketer.

Have you ever been on a date where the other person only talks about themselves? That’s bad marketing in a nutshell; one-sided, tone-deaf, and guaranteed to get ghosted.

Understanding your audience is like good dating: ask questions, listen, and show you care. Skip this, and you'll be single again before you know it. So, how do you become the brand they’ll want to bring home to meet their friends?

In today’s edition, we’ll cover:

• Understanding what audiences love, need, and can’t stand🫀

• Where to find the clues they’re leaving behind🔍

• Turning insights into content they’ll actually care about✨

Let’s dive in.

What Does Audience Understanding Actually Mean?🤔

Think of it this way: You wouldn’t cook for someone without knowing their favorite dish, right? Serving seafood to someone allergic is bound to ruin the evening.

In marketing, knowing your audience means understanding their likes, dislikes, and deal-breakers. It’s about answering:

• What keeps them up at night?

• What makes them smile?

• What solutions are they searching for?

When you know these things, you stop guessing and start truly connecting.

Where Do You Go to Get to Know Them?🔍

• Social Media: Social platforms are like town squares, perfect for digital eavesdropping. See what your audience is sharing, liking, and complaining about.

Example: Netflix knows its audience thrives on humor and binge-worthy content, which is why their Twitter feed is a meme goldmine.

• Customer Conversations: Ask directly. Surveys, polls, or a quick “What do you think?” can uncover golden insights.

Example: Starbucks turned pumpkin spice into a cultural icon because they listened to customer demands year after year.

• Competitors’ Pages: Peek at what your competitors are doing. Who are they targeting, and how? Learn what works (and what doesn’t). But, add your own unique twist, no one likes a copycat.

Example: Burger King keeps a sharp eye on McDonald’s moves, often crafting clever, attention-grabbing campaigns that playfully rival their competitor’s efforts.

How Audience Insights Shape Strategy📊

Marketing without audience insights is like throwing darts blindfolded. You might hit something, but it’s probably not the bullseye.

• Tailored Messaging: You don’t talk to your grandparents the same way you talk to your best friend, right? Audience insights help you find the right tone and message.

Example: Nike nails this by speaking differently to athletes, everyday fitness enthusiasts, and sneakerheads—always matching their tone to what resonates with each group.

• Better Content: Understanding your audience helps you create content they care about, whether it’s a funny meme, a how-to guide, or a heartfelt email.

Example: BuzzFeed nails its content strategy by creating shareable, relatable quizzes, videos, and articles that speak directly to its audience’s interests and sense of humor.

How to Show You “C.A.R.E.”❤️

Because nothing says “I care” like actually caring:

• C – Connect: Engage through social media, surveys, or casual chats.

• A – Analyze: Study behaviors, feedback, and preferences (but don’t overthink it).

• R – Refine: Adjust your messaging and approach based on insights.

• E – Evolve: Your audience changes—your strategy should, too.

The Real Benefits of Knowing Your Audience🎯

Still not convinced? Let’s talk results:

• More Engagement: Like remembering someone’s birthday, when your audience feels seen, they’ll engage more.

• Better Return on Investment: Like shopping for clothes, focus on what your audience needs and loves—stop wasting money on what doesn’t resonate.

• Stronger Loyalty: Like your favorite coffee shop, where they know your order by heart—when your audience feels known and valued, they’ll keep coming back.

Brand Campaign Breakdown: Netflix & Pepsi🍿🥤

Netflix has mastered audience understanding through data, emotional connections, and clever engagement strategies. Here's how:

• Clear Goals: Netflix aims to increase engagement and retention by delivering tailored content that keeps viewers coming back.

• Audience: Their diverse audience spans the globe, from Spanish-speaking viewers enjoying Money Heist to South Korean audiences captivated by Squid Game.

• Engaging Content: Netflix creates content that resonates emotionally—thrilling series like Stranger Things and thought-provoking documentaries like The Menendez Brothers deeply connect with their audience’s interests and values.

• Consistent Branding: Netflix’s brand is built on personalization, offering viewers content that speaks directly to their preferences. They also tap into viral moments, like Wednesday’s TikTok dance, which sparks wide engagement.

• Engagement: Social media plays a key role in Netflix’s strategy, with fans sharing moments from shows, contributing to viral conversations, and driving brand visibility. Netflix also actively engages by responding to followers.

The result? Global hits, high retention, and a reputation for truly understanding its audience.

Pepsi’s 2017 Kendall Jenner ad is a perfect example of audience misjudgment. Here's what went wrong:

• Goal: The ad aimed to associate Pepsi with social justice, but it missed the mark by trivializing serious issues like racial inequality.

• Audience: The campaign misunderstood its audience, failing to recognize that the message would be perceived as tone-deaf, especially by those sensitive to cultural and social issues.

• Content: Rather than creating something that resonated, the ad turned protests into a product pitch, which didn’t align with the values of Pepsi’s core audience.

• Branding: The ad clashed with Pepsi’s image of inclusivity and positivity, damaging the brand’s reputation for social responsibility.

• Engagement: The backlash was immediate and severe, with the ad being pulled within 24 hours, highlighting how poorly audiences reacted to the message.

The result? Alienated audiences, damaged trust, and a costly misstep in cultural awareness.

Marketing Hits & Misses✅❌

Hit: KFC & Burger King — KFC and Burger King stunned everyone with an unexpected partnership, starting with a quirky teaser campaign. Over three days, customers spotted playful mix-ups—KFC buckets at BK, BK cups at KFC, and more. The teaser continued with TV ads showing employees dancing together, building anticipation. The big reveal? The BFF Burger, available at both stores, combining KFC’s crispy chicken with Burger King’s juicy flame-grilled beef, offering a unique twist that perfectly blends the best of both brands.

Miss: Bumble — Bumble’s edgy rebranding campaign featuring a controversial billboard reading, “You know full well celibacy is not the answer,” backfired. The message alienated users by dismissing personal choices like celibacy, leading to backlash, especially on TikTok. Many felt it contradicted Bumble’s values of respect and autonomy, showing how important it is to align messaging with your audience.

Key Insights💡

✅ Engage with your audience like a good listener. Hear them out and respond.

✅ Adapt your messaging to match audience preferences and trends.

✅ Evolve your strategy continuously based on real-time feedback.

And remember:

❌ Don’t rely on one-size-fits-all campaigns.

❌ Don’t ignore cultural context or audience sensitivities.

❌ Don’t stop listening once you’ve had success.

👉Quick Exercise

In one sentence, describe your target audience, their biggest pain point, and how your product or service solves it.

This simple exercise will help you focus your strategy and ensure your message resonates with the right people.

Tip: Section 1 of our Mastering Audience Connection guide provides valuable insights to help you tackle this and other marketing tasks in just a few quick minutes.

Click here to download.

🎬 And that’s a wrap on this edition of The Marketing Pulse! We hope these insights sparked some fresh ideas for your next big campaign!

If you enjoyed it, share the love! Pass it along to friends who could use a little marketing mojo.

Until next time, keep those campaigns fresh, fun, and unforgettable.

P.S. Did you hear about the marketer who went to space? They wanted to launch a new product in a whole new market! 🚀😄