Target Markets of Zoom and Skype

Zoom and Skype are one of giant apps that offer a service of virtual communication one-to-one or group meetings. The platforms became one of the most demanded ones recently, related to the Covid-19 Pandemic emergence. People launched to have online meetings, conferences, and professional and career events via zoom or skype. The platforms showed about 70 percent growth during the pandemic that definitely affected their revenue streams considerably. However, there is a question of why those people chose zoom or skype and denied other means of online communication. The targeting strategies of the companies will give decent explanations for this question.

Let’s dive deeper in the marketing campaign example that worked well for Skype.

#TheThingsWeCanDo campaign was about Skype’s offering opportunities that make for its customers. The company takes into consideration the fact that there are other means of communications besides Skype, like FaceTime and WhatsApp, that’s why it intensively makes campaigns to increase its numbers of users. Mainly, the focus is on making Skype a platform that is mostly utilized in every aspect of life.

For example, one can follow their pat leaving home, due to Skype. Another one can nimbly connect with a friend or an acquaintance as a simple means of calling.  The company has created means for easing people’s life through the structure and functions it serves. Thus, there are tons of #TheThingsWeCanDo with the aid of Skype.

Now, let’s move to the communications strategy of Skype.

To do so, we are going to discuss its slogan.

As we already know Skype is a source for virtual communications. People from all over the world have online meetings, study cases, etc. where they need a reliable friend to help. Users usually have a little disturbance before starting their conversation, exam, whatever is important to them. Skype, as a trustworthy friend, conveys empathy and support not only by dedicating its powerful tools but also with their slogan before one starts the virtual communication.

It says “Take a deep breath” before you start the conversation. It helps when you are concerned or worried about something important to you. Thus, the slogan of Skype is another tool to support and assist users.

Firstly let’s discuss the segmentation strategy of Skype.

This commercial example will assist to make a conclusion.

The video starts with a scene of a man who seems to be a serious professional in his field of work. He enters the office of company and commences the discussion with co-workers. They mainly discuss the new opportunities that technology gives them. It is not only a new chance but also something that easies people’s life, mainly in the professional sphere. Changes that Skype suggests to experience accepts and overcomes challenges that were obstacles at some time. They value and pursue newness and sophistication in all fields of their lives. This is what Skype preaches to experience and possess.

The explanation of the advertisement example of Skype puts forth several points that matter to its target segment. The primary one is an inspiration to more welfare and comfortability. The next one is the passion to achieve career advancement utilizing the latest innovative tools and devices. The last but not least, standing at the front in every aspect of life, is the core mission of this segment. Thus, the features discussed above resemble about Revitalizers.

Who are Revitalizers and what do we know about them?

Values and Beliefs

Revitalizers are very ambitious at work. They like changes and challenges to explore and pass them. The target segment cares much about their outfit and health. They relate it with the social recognition that is more than essentiality to them. They always try to keep their worth and vitality among the company they work, family, and friends. However, traditional values and customs are not about them. They seldom follow rules and socially accepted thoughts that contradicts their own ones.

Revitalizers are self-oriented. They are used do things that are from their comfort zone and efficiency. As they have adventurous and challenging personalities they like to have fun and enjoy every moment of their life. Friends and close ones always surround them as they like to spend their leisure time going to the cinema, theater, cafes, and pubs. The most crucial point for them is to be well-groomed and cared for. Frequent visits to beauty centers are a must in their daily routine.

Shopping Attitudes

Revitalizers are from the first brand adopters. They are loyal to a few premium brands. This is because they are reluctant to pay much for expensive products from luxury brands however they pay much attention to the fame of a good. To be seen as a purchaser of a premium brand item matters their social recognition.

In any case, the target segment is quantity driven and prefers quantity over quality. They usually look for discounts or special offers to purchase what they think does not worth so much. However, they are not good at compiling money and are used to squander it spontaneously.

Other Interesting Facts

• The target segment is interested in gossips about stars and are willing to watch TV shows where they are discussed.
• They are neither interested in social economic, political or akin to topics, nor daily news.
• Enjoy short-term relationships with partners and from their very point it is not a must to be faithful in relationships.

16 Personalities (Which one is for your business?)

Zoom and Skype connect people from around the world and give them a common platform for simplified communication.

Their businesses provided a clear solution to communicating in distance, and that is the reason behind their success.

However, we must not ignore the fact that they designed their products based on a thorough analysis of the segment they are targeting. In this case, it is the Revitalizers segment. 

Revitalizers think much about their health and appearance. They try to consume healthy food and live a healthy lifestyle by working out and jogging.

Family and traditional values are not that important for them, so they sacrifice their time with family to achieve better status at work. They prefer enjoying life in the circle of friends and do not think about the future. 

Besides offering products that represent great value for customers, Zoom and Skype have succeeded in developing a segmentation strategy which serves their businesses at best.

Targeting Revitalizers is a trick up their sleeves, and it worked perfectly in combination with all the other business aspects. Our e-book 16 Personalities will open a whole new world of marketing strategy․

Check out the wide range of buyer personas, and make sure your business chooses the right target.

Let’s start to explore the marketing strategies conducted by Zoom Inc.

Here are several key factors that contributed to its advancement and spread.

The foremost reason that warmed the hearts of consumers is the fact of easiness. One can utilize Zoom sessions without having a background knowledge about using methods of apps or computer devices. It has more than simple functions that effortlessly guides the users to the final point. Thus, smooth navigation of the platform allures customers to opt for Zoom.

Furthermore, one can join the meetings with different means. The gadgets does not matter because it is available through laptops, mobile phones, tablets, etc. It is available in every operation system, like Apple iOS, Microsoft Windows, Android, Linux, etc. Thus, one can simply download the app and enjoy by in the aid of every means.

Another interesting point that attracts the consumers more is its free subscription and use. It permits a 40 minutes virtual meeting with up to 100 people. Even though the free version of Zoom is limited it suggests affordable premium prices for unlimited meetings with a huge score of participants. This opportunity is definitely a perfect way to conduct online frequent assemblies.

Now, it’s time to discuss communications strategy of Zoom Video Telecommunication Inc.

Zoom Inc. proposes its customers the best of opportunities in improving customer satisfaction and experience in online platform.  One can record the meetings or interactions via Zoom, share the screen, mute and unmute yourself and other participants, make separate room discussions, receive a notification about the meeting, make quick invites, etc.

It is a priority for the company to maintain the privacy and security of the universities, companies, hospitals, and other nationwide users. The information outflow is at the minimum level in this platform. Being a trustworthy partner in the professional sphere is the core secret to their success. Zoom Inc. provides every convenience to its customers and supports them to have more a productiveness in terms of their studying and working basis, which is proven by its slogan saying “Elevate Every Encounter.”

Now let’s start to explore the target markets of Zoom Inc.

To do so, let’s watch the commercial example.

The Head of Collaboration and Unified Communications from National Australia Bank tells about the obstacles that they could have if there were not Zoom. It constantly helps them to organize and manage the affiliations they have to complete.

It not only supported them in overcoming difficulties but also made their must-to-do jobs more balanced and easier.

After watching the video, it abandons several impressions related to their characteristic features. On the one hand, the man seems to be a progressively and deeply dedicated to work an employee, who likes to have everything on an arranged row.

On the other hand, his curiosity to more of a productiveness and efficiency by virtue of Zoom is apparent. These explanation of the type of segment, leaves us with the only choice of Balancers.

Who are Balancers and what do we know about them?

Values and Beliefs

Balancers are open-minded, ambitious, and intelligent people who never cease to seek new opportunities and more of what they have. It is more than vital to them to have a knowledgeable background in every facet.

They always keep learning, self-developing and actualizing. Changes and challenges are from their favorites list. They are open to accept and overcome them as they consider the difficulties not as simply hardships but a new source for acquiring new experience and knowledge.

They like everything to be balanced and well-arranged. They seldom appear in chaotic situations because the way to surpass them is well-known by Balancers. They have high sense of responsibility towards his job, career, family and friends. Even though time management is quite difficult for them because it is always insufficient, they try to keep in touch with all of their surroundings.

Shopping Preferences

Balancers pay much attention to advertisements and new offers. They are of the early adopters of new products or brands. Paying high is not a hesitation for the target segment because they are ready to pay much for a quality product. It seems they are quality-driven when it is about quantity or quality dilemma.

Balancers are also brand-loyal. They opt for brands not for their premium status but for own comfortability and suit.  They never buy a product because of its popularity or trendiness but only if they truly need the item.

Other Interesting Facts

• Balancers do not like big occasions but a beer drinking with old friends is a perfect way to spend evening time.
• The target segment usually lives in urban areas because of their job however they enjoy frequent visits outside of a city to more of rural ones.
• They are concerned about social, economic, and political issues and regularly follow news and read reports about them.
• Self-development has no pause in Balancer’s life because they are thirst for knowledge and try to acquire more of it from books, intellectual programs, and other possible spheres.

To sum up, we discussed the marketing, targeting, and communications strategies that companies of Skype and Zoom exert. We hope the article was an opportunity for you to efficiently find out the answers of questions you had before. For more similar posts, check out the main page of our Website.

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