Demographics: All marketers use them to guide their efforts, whether they’re developing broad strategies or creating specific campaigns. But they’re outdated as a singular proxy to measure and define marketing strategies and performance.
The problem is demographic data is incomplete. Why? Demographics are about groups, not individuals and their unique actions.
No matter how specific your demographic target is—say 30-something women who love coffee and hip-hop music. You won’t know she orders a latte with three shots of espresso from her device every weekday at 8 a.m., only listens to 1990s hip hop while commuting, and turns off push notifications unless they are contextual and catered to giving a quality experience.
