Is your target an age or a lifestyle
Got an email that linked me through to this piece in the Jack Myers business report, an interview with Grandparents.com CEO (and former Yahoo exec.) Jerry Shereshewsky. It brings up the key things that advertisers can often forget when it comes to understanding their audience, especially as they fragment, as they get media from multiple sources.
- First of all, it’s unlikely that your audience is like you. Even if you’re the right age and payscale, there will be multiple varieties and attitudes found.
- You can rarely target just an age demographic. You have to think lifestyle and attitude to segment the audience, providing appropriate marketing and advertising for each.
Of course, the article focuses on the fact that advertisers miss the 50+ demographic, who are often the one with the most disposable income and the most time.
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POSTED IN: Engaging the Customer, Marketing in General
1 opinion for Is your target an age or a lifestyle
Chris Applegate
Jul 3, 2008 at 9:12 am
I think online, age is increasingly becoming irrelevant, as are many of the traditional segments and categories we use. People hook into brands in a huge variety of ways, and as books like Chris Anderson’s Long Tail show, we no longer have to divert our resources into just the biggest ones.
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