Saturday, January 23, 2010

What is Demographically Correct Marketing?

Marketing by demographic is an effective way to reach the right audience for your product or service and create a targeted marketing campaign. Demographic marketing will include multiple forms of media like social media (Facebook, Twitter, TikTok, Google, etc.), text messaging (SMS), print, Linear TV, and perhaps the highest return on investment when mixed with OTT (Over-the-Top streaming media), CTV (Connected TV), or Radio.

Granular demographic data is paramount

Before we delve into the candy box of ideas, you should first understand and clearly define the specific demographic groups (ethnicity, gender, political beliefs, age, region, morals, etc.) to intend to address and essential for successful marketing efforts, because no message will appeal to everyone.  When you have a clear belief of who is most likely to find your brand appealing, only then should you start tailoring your marketing message, as well as your marketing medium.

Different demographic groups respond to different types of messages

Children, youths, tweens, teens, and seniors will respond differently to a TikTok (short-form video hosting allows users to watch, create, and share 15-second videos shot on cellphones) ad.  Primarily because many seniors do not strive for continuous "stimulation" like a teen which is key to brain development. Not to mention the language, slang, and desires are often completely different.  What the teen considers cool, the senior may see as a distraction.  In fact, a senior may not even access the TikTok app or even have a mobile phone, whereas the latter will have a TikTok t-shirt and the app on their Apple or Android home screen.  

For example, Google Trends shows that the search term "teen" is clearly more popular than "teenager" as a search term in the United States. 

Interest over time on Google Trends for teen, teenager - United States

Interest over time on Google Trends for teen, teenager - United States

Avoiding social and cultural stereotypes, and paying close attention to body language and idiomatic language quirks will help you prevent unwitting insults, missteps, and or mistranslations.

Choose prominent mediums for marketing messages

If you've clearly broken down your demographic and the message you want to distribute, the next step is knowing which media you need to use. I mentioned TikTok earlier, however, it's certainly not the medium of choice for everyone.

"Teens and young adults get most of their information online, so Internet advertising is a smart way to reach them. If you offer a product that appeals to an intellectual audience, you are more likely to reach them by sponsoring public radio than by advertising on a pop music station."

– Devra Gartenstein, AZ Central

Hootsuite reports that Facebook aka Meta has 2.82 billion daily active users, so understanding Facebook demographics is key to creating successful marketing messages.  Obviously, each of those active users is not worth spending your marketing budget most effectively, so it's extremely important that you purchase advertising through the types of media that your target market uses.

Send a clear message about your business with confidence

Using demographics to tailor your marketing messages has the advantage of understanding and appealing to your target customers, however like most things in life, it is not without its limitations. If you sell a product with a potentially broad appeal but limit your marketing message to attract a single demographic, you may alienate other potential customers.

Oevae has 20+ years of offering creative marketing services filled with satisfied clients. That's because Oevae can highlight the unique differences and qualities your brand brings to the market in ways that resonate with consumers' desires. Enhance your brand image, equip your staff, and launch your business with more efficiency and effectiveness.

Make a brand difference.™