LookingConfident's  Instablog

....."The truth is that demographic information has always been merely a proxy for what marketers really need: actionable knowledge on who are the best consumers to target based on what they actually want and have a likelihood to buy.......... And until now, we've never had the means of gathering and synthesizing such detailed data that can enable one-to-one marketing on this scale.

Which is why things will never be the same again."

From: Is interest-based targeting replacing demographic targeting as the new model?

Interest based targeting (I feel), is under-pinned by a user's search intent. And in a previous instapost I point out that it was Looksmart's Benoit Vatere who had explained - - that marketers who target within the Co's global marketplace are at an advantage when he advised, that:

"We follow users showing search intent" : bit.ly/JJ62iO

Four great replies that include the following comments from those who contributed to the above-linked dmnews.com article.

Andrew Bailey, chairman at Proximity North America, 14 years of marketing experience

......"There are two main reasons why this paradigm shift is coming. First, interest-based targeting, akin to psychographic and behavioral profiling, is simply more effective than demographics at determining what consumers really want. It allows marketers to view consumers as they truly are: multidimensional individuals with many varied idiosyncratic affinities"

******

Michael Benedek, president and CEO of Datonics, more than 15 years of marketing experience

.................."Consumers want to and deserve to see advertisements that are relevant to their individual needs, and are more likely to respond positively to such an ad and ultimately buy the product. ......Leveraging demographic data as a complement to the essential interest-based targeting data out there will help marketers achieve this worthy objective."

******

Gary Reisman, principal and founder of NewMediaMetrics, more than 25 years of marketing experience

"Just look at Google searches, where people "pull" to them anything in the world of interest to them."

"I ask: When was the last time you saw an 18-to-49-year-old? Or even two 25-year-olds who are identical in their needs and interests?

.......You can have an 18-year-old sitting next to a 45-year-old both listening to "The Stones" on their iPods because they both like classic rock. Marketing is about a mind-set, not about an age."

******

Liz Deutch, EVP, global director, customer engagement at Draftfcb, 25 years of marketing experience

...."Demographics may still help marketers who want to cast somewhat of a wide net, but marketers who want to drill down further will likely shift their focus to interest-based targeting."

******

In closing, it is of interest that Telstra has hired Proximity boss Adam Good as director of digital media and content, I feel.

Proximity - A network with 67 offices, in 50+ countries and over 2,500 staff. - proximityworld.com/#!&pageid=4&id=44

LC

Disclosure: Long LOOK

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