“Our target audience is ‘millennial moms,'” the CMO at a major CPG brand might tell their agency team. Yet, in today’s age of digital personalization, generalized media targeting and standard demographic descriptors don’t work like they used to. Smart planning is about honing in on consumers who are most likely to be receptive to your messaging, while still maintaining scale.
So we’re going to let you in on a little secret—a faux pas that the CMO in our hypothetical scenario is guilty of: No two moms are alike, and the biggest mistake brands make is clumping them all together. Focusing solely on the “millennial mom,” for example, isn’t a surefire way to authentically connect with all millennial moms, because each mother behaves differently.
