The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

The twenty-first century has seen massive developments in the science of targeting, providing an array of new consumer insights and a wealth of marketing opportunities for brands. There is now a clear science behind this: why targeting is influenced by the latest thinking in behavioural economics; how targeting is dramatically improved though addressable media; and precisely what content we need to use when targeting in a democratised and fragmented media landscape.

Thanks to our ability to track along the consumer journey, we now know exactly when to target people with personalised messages relating to their needs at each stage of the journey in order to maximise sales conversion. This means more and more marketing communications are performance-based. And importantly, the financial turmoil of the past decade, increased life expectancy and a host of cultural shifts have changed the attitudes to brands and relative spending behaviours of the different consumer segments.