Market to a mind-set

 I’m 60, an early adopter of marketing analytics in the 70’s. Demographics, U&A, and product positioning research all hooked into mass marketing media, the foundation of our mass market, consumer led social revolution.

Now all that is irrelevant, or almost.

Marketing now is about engaging with an individual, and groups of individuals with a common mind-set, weather they be social butterflies from the eastern suburbs of Sydney, or driving a truck in the Kimberley’s.

Their demographics do not matter any more, what matters is their mind set, and increasingly we can communicate to a mind set with the tools of the web 2.0.

This just makes marketing harder and more accountable, as creativity and innovative thinking now trumps budget dollars, and mass reach every time, and you can measure the return from every dollar spent.

It also makes it more rewarding for those who embrace the challenge.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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One Response to Market to a mind-set

  1. Pingback: Mass advertising to direct response. | StrategyAudit

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