Remember back in Marketing 101 when we learned to slice and dice audiences based on age, gender, location etc? Well, times have changed folks. In today’s digital world, using basic demographics to target customers feels kinda lame. People are more complex than that! To really grab their attention, you’ve gotta get personal and understand audiences on a deeper level.
Why Demographic Targeting is Losing its Cool
Sure, demographics aren’t completely useless. Age and gender do influence people’s interests and needs. But relying only on surface stats is missing out on the full picture.
Consumers are defining themselves in way more colorful, multifaceted ways beyond traditional labels. And with all the unique differences within groups these days, demographic segments feel badly outdated. Teens in 2023 don’t all want the same thing!
People expect brands to appreciate them as individuals with unique priorities and passions, not stats. Connecting requires digging deeper.
The Data to Really Get to Know Your Fans
To go beyond boring ol’ demographics, add psychographic, value-based, interest-based and needs-based data to the mix. This gives a 3D view of real people that allows for better personalization.
Psychographics add insights into personalities, lifestyles and motivations driving consumer behavior. Are your fans introverts or extroverts? Crunchy granola or corporate ladder climbers? This intel helps you speak their language.
Shared values and beliefs are also powerful bonding points. Supporting the causes your customers care about builds trust.
Don’t forget interests! What are their favorite hobbies, topics or fandoms? Use that insight to create relevant content.
And understanding audience needs – functional, emotional, social – enables creating experiences that truly resonate.
Studying your current customers provides invaluable clues to targeting. Look for patterns in what they respond to.
Use Your Powers for Good
Armed with this intel, you can get super surgical tailoring messaging to connect with different groups’ values, interests and aspirations.
For startup founders, share tips on securing funding. For suburban moms, talk carpool struggles. When it feels like you really get people, they listen.
Keep Learning and Optimizing
But don’t get complacent! Audiences evolve so keep studying data to identify new segments and preferences. Give your personas makeovers.
Make it completely one-on-one with customized content for each individual. The future is hyper-personal, and you’re talking to a “segment of one” now.
Demographics shouldn’t be discarded fully. But the winning strategy today combines demographics with psychographics, values, interests and needs data. This unlocks ultra-targeted marketing powers. Get to know your customers as multidimensional humans – then blow their minds with content made just for them!
The views expressed herein are personal and do not reflect the views of any of my clients, partners or employers.