To build an audience, start with the individual

Kurt Hawks

Explains how to reach the right individuals, while handling other issues such as fragmentation across devices and the limitations of cookies.

The death of demographics

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

In the 60-plus years since segmentation was first introduced as a marketing tactic, it's become abundantly clear that consumers want relevant content. Today, we talk about reaching the right consumers instead of audience segments, as technology enables us to be even more precise and focus our efforts on individuals with personalised messaging.

As marketers, we know the importance of a single view of each consumer. What's more, we know strong consumer profiles build strong audiences. But...

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