A typical campaign brief is based on age-group, gender, marital status, income, occupation etc. Now, imagine a 50-year old man. He’s an insurance consultant by profession, a photographer by choice. When he’s not at work, he’s busy taking photos of places, people, products etc. While he’s a hardcore workaholic, he’s also concerned about fitness. So, he ensures he plays couple of hours of squash a week. From a brand perspective, what part of the target audience do you think he fits into? With so many interests and hobbies, he clearly cannot be confined to just one category. So, which brands do you think are marketing to him? While there could be many, surprisingly, there isn’t even one.
Audiences these days are far more segmented than just demographically. It’s unfair to classify people based on demographics. While it may have worked for print and TV, digitally it often leads to wastage of ad budgets, almost 80% of the time. If marketers think that only women love to shop, men love sports and kids love chocolates, they’re wrong. 55% of fashion-related video content consumers are surprisingly men while 40% sports-related content consumers are women. If advertisers limit themselves to demographic targeting, they will in turn also be limiting their scope of reaching out to a wider audience. Instead, they should target audiences based on their intent and behavior, likes or dislikes, tastes and preferences. This allows advertisers to reach out to the right segment at the right time with the right product.
From the above example, you will see how both are male, born in 1948, but are two completely different people. This shows that demo-targeting may not always showcase the right product to the right person. Hence, with technology taking intent to another level, it’s time to leave demographic targeting behind and welcome behavioral targeting with open arms.