Demographic based marketing has ruled the roost for many years. Companies have traditionally marketed products and services towards certain groups of people based on age, gender, and so forth. However, according to the recently released Communication Trends Report from Hotwire PR, 2016 will be the year that successful companies start to change their approach and focus more heavily on the values, passions, and motivations of their customers rather than on arbitrary categories like age. There are many clear reasons for the shift from demographic vs. intent based marketing. Read on to learn more about how you can shift your marketing campaign into high-gear.
Who cares about age?
As the saying goes, age is just a number. Categorizing people by age or other demographic categories for the purpose of marketing a product is quickly becoming obsolete. Current cultural norms dictate that you’re never too old to learn a new skill, begin using technology, or pick up an exciting hobby. Likewise, you’re never too young to go back to your roots and learn about old-school traditions. A person who wants a new cell phone or to learn about cooking could just as likely be a teenager or a senior citizen. All of this means that trying to market a product to the most appropriate age group is essentially futile. When it comes to demographic vs. intent based marketing, intent is the clear winner. The best path forward is to determine how your product appeals to the things that make your customer tick. What do they love? What entertains them? How does your product fit those values? Tapping into the topics and ideas that your audience cares about most will allow you to connect with...
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...a demographic vs. intent based marketing campaign approach, understanding all of these elements will be critical.
The changing dynamics surrounding demographic vs. intent based marketing will continue to be impactful for marketing campaigns in 2016 and beyond. Some parting advice is to consider approaching marketing as a publisher rather than as an advertiser. Identify the values, passions, and real world concerns of your target audience and utilize relevant content and platforms to show how your company identifies with those values. The most successful marketing strategies will show potential customers that your company understands their needs and can help make their lives a little better. As current culture embraces diversity and discards outdated labels, demographics like age, gender, and race will be less helpful than tapping into the intent of the consumer.
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