You Think You Know, But You Have No Idea
I have an identical twin sister named Anne. We are exactly the same age, live near each other, and work in similar occupations. We even bought our cars around the same time. According to the old rules of demographics, we should get similar marketing communications. But, she shops online much less frequently, and while I'm active on Myspace and LinkedIn, she doesn't have time for online communities. She can't live without her DVR, while I don't mind the commercial breaks in between TV shows. And she downloads her music from iTunes, while I'll visit a CD store to buy an album.
That's the type of information that marketers can use to really connect individually with Anne and me (in different ways). Today's lead 1to1 Weekly story brings up the idea that demographics aren't as important to marketers as they once were. What do you think? Are demographics are as important today as they were in the past?
