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Shifting demographics

Recently I read that traditional marketing demographics are narrowing.

Traditionally, TV, radio etc needed broad categories to work with and it suited marketers to keep us sorted according to such categories (eg male or female, age 18 – 35 or 35 – 60).

However,  social media is more interactive so can target people according to interests and tastes rather than assuming majority of x group has those tastes. For instance, instead of targeting all women aged 18 – 35 you can specifically target people who like cooking for friends.

It is an interesting thought and makes marketing both easier and harder, I think. For one thing, you can get very specific about your audience and approach that smaller group – in this case, a smaller group will have a higher response rate as they are already interested. However, it may take more effort to know who your demographic is (it is easier to assume men over the age of 30 than to categorise men over 30 with trade qualifications who like fishing for example!)

How well defined is your target demographic? Do you specifically target that group every time your business communicates with the public?

One Response to Shifting demographics

  • Susan Oakes says:

    Hi Tash,

    Years ago it used to cost a lot of money when we did segmentation studies to find out more regarding our customers lifestyle, media interests etc. Demographics as you pointed out was one of the metrics we used for TV. I don’t think age is so important as it is to find out how they think, feel and behave.

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