You only have to read two pages into Tim Manner’s newest book Relevance to read that, “Demographics Are Dead.”
If you’re like me, this was a somewhat jarring declaration. After all isn’t knowing your customers the foundation of any successful marketing plan?
But then again, how well do you really know consumers when you spend all your time trolling demographic statistics? Chances are not much more than vagaries such as age, gender, ethnicity, along with a few averages in categories like income.
Demographics worked well in the age of splatter-gun marketing to the masses. At least then demographics made the random messaging a little less random. If new a majority of your brands’ customers were white women ages 25-35, then you could be sure to reach majority of women that fit that profile in between the weekly soap operas.
But as we all know, mass-blast advertising isn’t quite as effective as it once was, and now demographics just aren’t making the cut. Consumers want brands that they can relate to and brands that relate to them–brands founded on core, unchanging principles, beliefs and values–and not on ever changing campaigns and taglines, tweaked to fit perceived changes in demographics.
To quote Tim again,
Relevant brands often find their focus within a key demographic group but do not base their strategies solely on issues of age, gender, ethnicity, or income.
Demographics aren’t totally extinct…yet. And sure, there are times when these facts and figures can be helpful. But if you expect to survive in the new age of brands, a much closer picture of consumers is required, or even better, a relationship.
Very interesting topic. I have a technology consulting business and I know you are referring to physical products here, I see ways this information can be helpful for services as well. Thanks for bringing this insightful information to our attention. Eric.
Yes!… demographics are not dead…
In certain way they are useful for some brands which are more based in belonging values than in self-expression ones…
Also, and considering biographical tribes (based in self-expression values and behaviours), demographics are useful to find another tribe members (not adecuatelly introduced but members at the end)… e.g.: Harry Potter’s fans share more values than kids in the same classroom… however, for company purpose, you’ll need the demographics’
And it’s also a true… they are not enough!
Branding is tough. You’d like to think that your brilliant idea will target exactly the group you want, but then realize you might not want such a specific brand. You want to be broad enough to entice everyone, but unique enough to draw the target group. Demographics definitely are not enough.
Cristian,
Nope demographics aren’t dead…yet. We both agree on that.
But when you say, “useful to find another tribe members” are you talking about targeted campaigns, mailings, etc?
Amber,
You’re right. Branding can be tough. You don’t want to paint yourself into a hole, but you want to be specific enough to maximize relevance.
I tend to believe that there is more risk in being too broad and relevant to no one, than there is in being too focused and relevant to a minority. And gaining a niche core group of fans in the beginning can lead to bigger audiences in the future.
Hi Chris!
Actually I’m a little more ambicious… If the company share values with a tribe (wherever they are) probably they will have similar behaviours… so if the company understand that, they will talk the same language… Easy to do, easy to achieve results (but with some problems with the traditional communication channels that are segmented by different things than behaviours)
Also, if you are thinking (for example) of internacionalizing your brand, it would be more easy if you go to a place where people values and behaviours are closer to the ones which are the foudation of the company’s call to action idea… E.g.: I was working with a company in Spain that was willing to export to Latin America (language advantage), and we discover that it would have been better to export to Poland… Fianlly, they did both efforts… and were successful in Poland!
Also, you can follow this pattern to targeted campaigns… Hiwever, as a framework, strategically you can go deepest!
I learn more and more about the power of branding every day. The best advice I read in addition to this great post, is to treat your brand in an evangelical fashion. Make people love your brand so much that they feel good about telling others about it. They are willing to spread the word because it is self rewarding.
‘Yo check out my new Nikes.’ That kind of thing.
Peter,
That’s it! Grow your brand to be something that people want to share and makes them feel good doing it.
Thanks for weighing in!
It’s true that demographics in the traditional (historical) sense may be close to a thing of the past. In the age of Google, tags, and related searches, it is much easier (and more effective) to market to people based on their interests than their age, gender, and race.
Homemaker Barbi (Danelle Ice)
I don’t think demographics are dead. I use direct mail and of course rely on statistics about people!