Marketing Beyond Age, Gender, And Demographics
All too often, digital marketers will dissect their marketing strategy along demographic lines such as age, gender or locality. This makes simplistic assumptions that do not take account of the complexity of human behaviour, regardless of characteristics which do not necessarily define us. Such assumptions will ultimately alienate the very people you’re trying to reach.
In this session, Ricardas calls on marketers to start communicating with customers in a more meaningful way: by their interests, their behaviour, their engagement levels and their values. And when ethical considerations are an increasingly important driver of consumer behaviour, we need to understand the values of all people alike.