Ditching the old, embracing the real in audience profiling.
In the ever-evolving landscape of marketing, we can’t forget how important it is to actually connect with our audience. So it’s about time the ‘traditional’ way of figuring out who’s who, based on demographics and psychographics, got a makeover. In this deep dive, let's chat about why the usual methods are falling short and discover a game-changing approach that focuses on what people genuinely want, need, and struggle with.
The old way: Demographics and psychographics
Historically, and currently, a lot of marketers sort their audience into boxes using demographics and psychographics. By this we mean things like age, gender, interests and values. While this gives a basic idea of who’s who in your audience, it leaves a lot on the table when it comes to really understanding what pushes people to behave the way they do.
Why the old way sucks:
Lost in translation: The old-school approach gives us marketers no direction. Knowing someone's age or gender doesn’t exactly point the way to creating content that actually spoke to them. It lacked the detail needed to provide actionable insights.
One size fits none: Sorting people into age or interest groups often resulted in bland, one-size-fits-all marketing. Sure, people might be different ages or into various things, but they could still share the same wants, needs, or struggles. The traditional method, unfortunately, tended to miss these universal threads, leading to missed opportunities for targeted engagement.
The new way: A deeper dive into wants, needs, and pain points
Now, we're talking about really getting to know what makes people tick. It's not just about where they fall on a demographic chart—it's about understanding what they want, what they need, and what keeps them up at night. Basically, what are the reasons they’re looking to buy.
Benefits of the new way:
Storytelling made easy: Focusing on genuine desires and challenges lets marketers tell stories that actually hit home. You’re pretty much letting the script write itself, making it a breeze to create content that truly connects with your audience.
Real connections: Digging into what really matters to your audience builds connections that feel authentic. Getting a deeper understanding of your customers allows you to create a brand that people can relate to on a personal level.
Targeting what matters: Forget about generic data—this new approach lets marketers aim straight for shared challenges. It makes sure your marketing is not only relevant, but is more likely to hit the mark at every touch point and resonate with your audience.
So, how does this work in practice?
Think about those water bottles that remind you to drink throughout the day. It tackles the universal need to stay hydrated, something that people of all ages, genders, incomes share. Whether you’re at university, or working 60 hour weeks, forgetting to gulp enough water is a shared struggle. While traditional profiling might push for strategies focused on each individual buyer, the new way sees the bigger picture and crafts a campaign that resonates with everyone.
In marketing, staying relevant means embracing new approaches. And shifting from the limitations of traditional methods of audience profiling to a focus on wants, needs, and pain points is vital. This isn't just about creating snappy campaigns; it's about building connections that last. Understanding what really drives your audience positions your brand as the best solution in today's diverse market. As we move forward, the power of real audience understanding will be the driving force behind marketing success.
Need some help with your audience research? Reach out for a chat about how I could help.