Do you know your digital product is struggling in the market due to not focusing on Third Tribe of Audiences?
You must be thinking what the hell is this “Third Tribe of Audience”! How are they even be associated with any Digital Product’s success in the market?
Before delving deeper to know more about “Third Tribe” & its associated details, at first let’s have a look at what type of Digital Product I am talking about?
Any Web/ Mobile based application which solves a specific purpose is an example of a Digital Product/ Service. That may by HealthCare Solution Portal or a Bill Payment App on your Smartphone.
Now when you are bringing a new kind of product in the market which will require some behavioural change of the audiences, you need to have a proper strategy in place.
Otherwise, you will never be able to make the product/ service a roaring success in the market. Now the question is what kind of strategic change is required?
A change in the Audience analysis pattern! You have to analyse audiences from a bit different point of view. That’s where the term Third Tribe comes in. So who are those Third Tribe of Audiences?
Always remember whenever you will start analysing the audience demographics for your Digital Product’s market, segregate the entire targeted user base in three segments.
Know, Don’t Know & Don’t Want To Know! From audience’s behavioral pattern.
Now let’s find out what this segmentation is all about. On what basis I am suggesting this new way of categorization?
#1. The “Know” Segment
Targeted users who are already Tech/ Online Savvy, they fall in this category. Because making them aware of a new platform or educate them will not be so tough.
Those who are experienced in using these kinds of similar products/ platforms previously. Those who have a very well-rounded knowledge & capacity of picking up a new technology faster.
#2. The “Don’t Know” Segment
Users who haven’t used this kind of platform before but have interest and swift in using all modern & emerging platforms.
Educating them & growing interest among them will not be too tough because they have a natural interest.
#3. The “Don’t Want To Know” Segment
Audiences belong from this segment are the most problematic ones & convincing them is really challenging.
Because they are not open-minded to accept changes. They believe/ are habituated of doing something in a certain way, now breaking their protocol will be very hard.
You may try 100 times but they will constantly tell you that they are happy in the current way of doing a certain thing. They don’t want to get accustomed of doing that same thing in a different way.
They always ask why this new Digital Platform? Until & unless they are forced of doing anything using that.
They fall under the most dangerous segment of audiences, the “Don’t Want To Know” segment.
From the segmentation done above, you must have got an idea of why I was telling you to focus on the “Third Tribe Of Audiences”.
Because after launching a digital product in the market, educating your target audiences about that, is the most essential step.
Otherwise how they will even get interested of using the product? You have to intrigue that interest factor among your users (prospected).
Now in this process convincing, the Third segment becomes the toughest one. Because they are a bit rigid kind of. If you can’t offer anything really delighting, making them understood is real tough, Boss.
So convincing those audiences is your top priority. If you can bring them onboard then no one will be able to stop the growth & reach of your product.
So while you are strategizing the branding/ marketing route map, keep this essential behavioural segmentation in mind.