Do You Rely on Demographics?
Do you strictly rely on demographics to reach your consumers? If so, Google says you are missing more than 70% of potential mobile shoppers.
For the past several decades, marketers have relied strictly on demographics using rankers and ratings. Today, we have to look beyond those numbers. Is consumer intent more powerful than demographics? I think so.
Mobile users today are consumers like we’ve never seen before. They want information now and they use their phones to find that information. Mobile consumers are still loyal, but their need for immediate information trumps loyalty. When marketing to these mobile consumers, businesses have to be there for them from the beginning. Let’s face it, times are a changing! We can’t treat, for example, the 45-64 demo like we used to. In the 80’s, this demographic included the Golden Girls! (well, all except Sofia!) Today, Courtney Cox, Sandra Bullock, and Demi Moore fall into this demographic. 50 is the new 40 and this demographic is doing things it has never done before.
Today, businesses need to offer their product to people who want to use it, regardless of what demographic they’re in. Don’t get me wrong, demographics are still important, but they’re not the end-all be-all of buying ads. In a recent study, Google said they have found that 40% of baby products purchased online were bought from households without children. If you were marketing baby products, would you focus on people without children in their homes? If you did focus your marketing efforts on households only with children, you would have missed out on 40% of potential buyers. So, why did 40% of baby product purchases come from those without children in the home? Grandparents, aunts, uncles, and friends buy stuff too! I think this is a perfect example for businesses to understand why they can’t focus all of their marketing efforts to their primary demographic.
So, what have we learned? Businesses need to be there for their potential customers from the beginning. Once the introduction has been made, you need to offer useful information to them immediately. To see more examples on being where your potential customers are, check out the infographics below.