Focus on targets, not platforms
It's refreshing to write an article about digital marketing that puts target over platform, by which I mean one that reflects the importance of campaign ideas over the delivery form. As an industry, digital marketing has historically had a bias toward thinking about execution first -- to such an extent that much of what passes for advertising and marketing online has no idea in it whatsoever.
Demographic targeting is one of the oldest segmentation approaches, and it's great to be able to report that strong campaigns now exist online, in mobile, in gaming -- and are aimed at the full range of ages. This reflects both the changing demos of the space and the recognition of those changes by most major brands.
In developing this article, I used the following demographic targets to identify examples:
- Gen X
It's an imperfect list, but its breadth does illustrate solid target insights reflected in efforts across our media.
Here then are some examples of demographic targeting across digital.