Having an in-depth understanding of your target audience is critical to your marketing success. Take baby boomers for example. Many marketers make the mistake of classifying baby boomers — North America’s most affluent and prevalent purchasers — as a homogenized group possessing one set of characteristics – and many attempt to “reach” this target audience by demographics alone. But did you know that there are 13 target audience segments of baby boomers, each possessing a unique set of psychographics?
While the terms “psychographics” and “lifestyle” are often used interchangeably, psychographics specifically refer to a person’s hopes, needs, fears, beliefs, opinions and actions, all of which shape the choices they make. Sub-groups of baby boomers have different collective psychographics – or motives to purchase. A message that appeals to one group can easily repel another.
Knowing who these groups are, and what messages appeal to them, puts successful marketing in a whole new light. Imagine how this principle applies to your target audience and imagine the possibilities among other age groups. Get in the know with Epic.
