Magazine article Marketing

Identity, Chaos and Targeting

Magazine article Marketing

Identity, Chaos and Targeting

Article excerpt

Targeting is becoming a nightmare for marketers who want to spend their marketing budgets wisely. Long established methods of defining markets such as socio-demographic classifications may be the core of TV research, but the social foundations upon which they're built are shifting, and their relevance increasingly questionable.

Recently many new ways of defining communities have appeared. Gender, religion, race, and sexual orientation have all been proferred as ways of defining peoples' identity.

Now almost each week, new ways of classifying potential target markets are presented. Acorn-style geodemographics was once the rage. Now, for some, the way forward lies in information technology. Get your targeting exactly right by working out exactly who buys your product. Car dealers, for instance, are using the NDL consumer lifestyle database to target potential customers - NDL promises to categorise people by up to 70 different buying/lifestyle attributes.

Others, like Applied Futures are slicing the population in novel ways, putting "tightly knit, clannish working class communities" in the same category as company directors and the traditional professions as "sustenance driven" groups whose overriding motivation is to "hold on to what you've got". …

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