It’s the easy part: ask yourself about the target Product Management of a campaign and limit it to age. An online beauty campaign that focuses on following stereotypes such as targeting a young and female profile can leave out two-thirds of potential buyers. This example from Kantar Media’s TGI (Target Group Index) and its report ” Beyond Stereotypes ” confirms how segmenting by demographic criteria alone can limit the effectiveness of the campaign. The central concept of the report is based on a people-based marketing approach, which avoids stereotypes , creates brand relevance and establishes more personal connections with customers, avoiding simplifying the target with homogeneous groups.
These attitudes can range from interest in Product Management
To elaborate on the example, although young women tend to top industry data buy more cosmetics. There are other attitudinal and behavioral characteristics that transcend demographics and actually have a greater affinity with the target audience. These attitudes can range from interest in searching for fashion and beauty content online, to interviews and stories of celebrities. In Spain, for example, 31% of consumers bought makeup , cosmetics, skin care products or perfumes/aftershave online in the last month, and of these only 24 % are.
Alone is no longer enough
Women aged 16 to 34 , at contrary to what common sense suggests. This makes us see that the CN Leads remaining 76% are outside this demographic group. Hence the importance of moving away from stereotypes. While demographic data will continue to be. Important in determining the objective of a campaign. Relying on it alone is no longer enough. In fact, by delving deeper into the behaviors and attitudes that truly. Shape media audiences and influence their consumption decisions. Marketers can create more effective strategies. To reach their desired audiences.
