Using demographics as part of a broader approach to behavioural segmentation and targeting remains a valuable activity for many marketers and brands.
The rise of the digital age and big data means marketers have access to behavioural data that can be used to target individual consumers and change segmentation models in real time, but demographics still dominate media buying.
Research reveals that those aged 50 and over feel excluded by brands and misrepresented in advertising and with stats showing that a third of the population are 50 plus, is this a missed opportunity for brands?
Giffgaff brought forward the launch of an ad campaign it was planning to run later in the year as it looked to “put something positive out in the world” amid the coronavirus outbreak.
Brands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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