When crafting your business plan or giving it an overhaul, it’s critical to thoroughly understand your target customers. Understanding your target customers’ demographics helps you determine exactly what your products or services will be, and what kind of customer service tactics work best.
Smart marketers know there are many subsets of every group targeted; not every message will work on every person. However, despite consumers’ resistance to stereotyping in media, demographics certainly aren’t becoming obsolete. It’s still useful to get the big-picture view of your target consumers. If you know, for example, your product will be geared toward seniors, then your research will tell you the font on your website should be easy to read, with a white or light-colored background and that it should avoid excessive use of Flash.
As the boundaries between categories begin to blur, and consumers no longer like to be singled out based on income, gender, ethnicity or education, one of the keys to keeping your marketing cutting-edge is customization, and personalization–essentially letting your customer know you think of them as an individual and understand their lifestyle. If you don’t speak to their lifestyle, a customer will tune you out.
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