Characteristics and cause
Yesterday, I listened to Clayton Christensen sharing a theory on consumer marketing. In most markets, there is still a tendency to segment the market by demographics. This means assuming groups of people who would buy your product.
Take this profile of a 45 year-old man for example.
- Married with 3 kids
- Asian American heritage
- Lives in an affluent neighborhood in the city-center
A business newspaper, say New York Times would consider this man to be a potential subscriber. He may not.
His characteristics may not cause him to subscribe to NYT though he may have some propensity to do so.
In the same vein, Pokemon-Go may not target this man in its advertising. But I have seen a 40-plus-year-old man frantically swiping at his iPhone, throwing pokeballs trying to catch a Lapras. Whatever his motivation, you can be sure this is a man with spending power to buy coins in-app.
The point is, marketeers should re-think demographic targeting and consider other aspects such as behavioral targeting.