A brand’s audience isn’t defined by demographic labels, it’s defined by what they need, feel, and what drives them.
Values, motivations and emotional states may be better predictors of consumer behavior and how people make decisions than demographics alone (age, gender, income, zip, etc.). When you tap into the motivation that shapes what people do, you will both reach and connect with them. Following are three ways to align your media plan with your audience:
1. Go Beyond Demographic Research
Start by looking outside the demographic box:
- Lean into social listening and psychographic segmentation, which focuses on the emotional and/or functional facets that drive people to make decisions.
- Practice ethnography – a qualitative method where researchers immerse themselves in the daily lives of their subjects to learn about their thoughts and behaviors¹.
2. Define Your Audience
Target content and/or behaviors that reflect your client’s needs:
- Focus on need-states, a powerful tool that uncovers deeper consumer insights and drives innovation².
- Keep these perspectives across all media platforms – strategy, creative, planning – to guide a plan that truly connects.
3. Measure Resonance, Not Just Reach
Don’t stop at impressions and metrics:
- Look at relevance, sentiment, emotional connection, and shared intent.
- Be mindful of how the target group you’re reaching actually behaves, not just who saw your ad.
A brand’s audience isn’t defined by demographic labels, it’s defined by what they need, feel, and what drives them. When you combine those insights with authentic lived experience and a media buy aligned to real motivations, you don’t just reach people, you make an impact.
Source: Media Post-The Marketing Insider, reported by Caitlyn Banowsky; ¹Nulab.com; ²AllThingsInsights.com