Consumer Intent vs. Demographics -- Guess who wins


"I think we're having fun. I think our customers really like our products. And we're always trying to do better," said Steve Jobs.

Okay, maybe not the nicest man, but he sure as hell understood the value of innovation in the marketplace and he knew how to sell it.

What’s my point? You can create a product, even a worthy one, but unless you deliver that product to the decision maker, it’s all for not.

It’s called intent.

Google wrote in an article that it’s not about demographics anymore, and those marketers who believe so are damned.

Here is what they said:

“For years, we as marketers have been using demographics as a proxy for people who might be interested in our products. But our research shows that marketers who try to reach their audience solely on demographics risk missing more than 70% of potential mobile shoppers. Why? Because demographics don't help us understand what we really need to know—consumer intent—what consumers are looking for in an exact moment or where they are looking to find it.

Intent beats identity. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help—whether it's a karate newbie watching an expert do a move on YouTube or a mom looking for the best deal on a pair of sneakers. When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions. We call these intent-filled moments, micro-moments. And they're the best opportunity marketers have to connect with people at the exact moment they are looking for something.
Understanding consumer intent and meeting their needs in the moment are the keys to winning more hearts, minds, and dollars.”

Let’s just say I’m not going to argue with Google. To read the rest of the article go here.

In any event, consumer intent is what I do, or at least it’s what I try to do. I try and devise a way for people in the marketplace to see and react to an ad based on their biases and preferences, not their demographics.

Intent drives everything I try to do. From Facebook targeting to third-party behavior platforms, my targeting reaches people because we focus on what their interests are, not what how old they are.

Anyway, if you want to more about consumer intent and how it can change your marketing, hit me up here. I’d be more than happy to walk you through it!