It was once believed that knowing your Demographics was a key part of your marketing and advertising strategy. It was assumed that only women would be scanning through fashion magazines, only men would be watching football commercials, and only children would be watching cartoons.
However, this train of thought no longer has relevance in today’s society. In fact, demographics rarely tell the story.
Research done by Think With Google tells us that marketers who still rely on demographics, risk missing out on about 70% potential mobile shoppers.
“Intent beats identity. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help—whether it’s a karate newbie watching an expert do a move on YouTube or a mom looking for the best deal on a pair of sneakers. When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions.”
– Lisa Gevelber, VP, Americas Marketing, Google
According to a mobile search and video behavior analysis by Millward Brown Digital, U.S., 56% of sporting goods purchasers are female, 45% of home improvement searchers are women, and 68% of skin and body care influencers are men.
Understanding Consumer Intent – DC Video Production
One of the best examples of understanding consumer intent is when Home Depot built a content marketing strategy by publishing “how-to-do” videos on YouTube, in order to be more useful and accessible for customers seeking instant answers.
Our team at TriVision Creative also decided to come up with a more effective way to reach and engage our customers by developing YouTube videos, called The Marketing Moment, which are weekly VLOGs offering tips on marketing, market trends, media production and more.
As marketers, we have to become more savvy when it comes to reaching consumers. We have to remember that not all people are the same and not everyone has the same intention at a moment of time. Consumers are no longer passively sitting around waiting for a commercial to come on television. They now have access to advertising literally in the palm of their hands at any time.
That is why brands need to be more reachable, more useful, and come up with more creative ways to solve a problem or fulfill an instant need.
Article Source: Thinkwithgoogle.com