Demographics are misleading - we need to look at segments based on trust and influence!


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Why everything you know about demographics is wrong!


  • Traditional demos aren't dying, but nobody looks at them in quite the same way.
  • The pitch isn't about reaching X number of males at a certain age with an income of $50-100K, it's about leveraging a passionate community.
  • Without the social lens, demographics -- even if you apply targeting technology -- are just amorphous groups.


Personally I find it interesting that with all the data we now have we flip between saying that you are part of this group (classic segmentation and demographics) and you are unique and I can target a sample size of 1.  We are still overlooking the new ways of segmenting: such as Trust and Influence