The end of demographics
In the modern marketing era demographics have been used as the marketer’s major tool to target an audience, find out who our users were and predict customers based on age, income, location, education and other nefarious clustering techniques. But this is now coming to an end. Demographics are over.
We don’t need to use an invented tool to find out who our audience is…. We can now know exactly who they are. The connected world gives us permission to interact rather than guess, advertise and hope. We are now moving beyond influence, a little past community and now rapidly approaching the desire economy. Patterns of marketing are changing from demographic and geographic clustering, to interest based desires. Borders and barriers are all being broken.
So what does this mean for anyone trying to create something riveting? Well, it means what we did yesterday probably wont work and we should probably start doing the opposite of what big brands in the mass market era. Here’s a few tips to get your started:
- Just do what you do, and trust that the people who care about that will find you.
- Avoid the two worst words ever created by marketers: Consumer & Target. Replace with Person & Audience.
- And most of all remember a person is never truly defined by where they live, what they earn or their age.