Are Demographics Dead? How Data is Driving Better Marketing
Posted: Thu Dec 26, 2024 7:03 am
Once upon a time demographics were demographics. You had your baby boomers, you had your young professionals, you had your over 50s and you had the youth market. Those days are now well and truly gone. No more guesswork, no more flaky customer personas based on intuition, online data is helping to build a truly insightful picture of who your customers are and how to target them. Welcome to the brave new dawn of psychographics.
The idea of very broad demographic groups is flawed in more vk database ways than we have space to detail here. But one key issue is that they simply don’t exist. 600,000 young professionals between 23-27 don’t all behave and buy in the same way. If this was true before, it is even truer now. With the rise of technology, we are all free to find our own sub-genres, explore our own niches and transcend those rough, unfit-for-purpose stereotypes of marketing’s yesteryear. Trends take off and get forgotten faster than ever before, which means that a one-size-fits-all approach simply wastes your marketing budget.
Fortunately, data is now driving better marketing, helping us to pinpoint the perfect target market and provide advertising which works, very specifically for them. Instead of a female, 20-something renter working in publishing, we now have a 24 year old woman with a girlfriend, living in Glasgow, university educated in Edinburgh, spending around £300 online per month with a highly active social media presence, earning £22,000 as an assistant editor – and more. So where does all this data come from?
The idea of very broad demographic groups is flawed in more vk database ways than we have space to detail here. But one key issue is that they simply don’t exist. 600,000 young professionals between 23-27 don’t all behave and buy in the same way. If this was true before, it is even truer now. With the rise of technology, we are all free to find our own sub-genres, explore our own niches and transcend those rough, unfit-for-purpose stereotypes of marketing’s yesteryear. Trends take off and get forgotten faster than ever before, which means that a one-size-fits-all approach simply wastes your marketing budget.
Fortunately, data is now driving better marketing, helping us to pinpoint the perfect target market and provide advertising which works, very specifically for them. Instead of a female, 20-something renter working in publishing, we now have a 24 year old woman with a girlfriend, living in Glasgow, university educated in Edinburgh, spending around £300 online per month with a highly active social media presence, earning £22,000 as an assistant editor – and more. So where does all this data come from?