who needs targetgroups anyway ?
I had an out-of-the-body-AHA-experience this morning. As a marketer, you have always been taught that you need to target your marketing to a targetgroup. In social marketing you focus much more on the single user instead of a “group”, and you don’t target a group anymore, because the chance that you actually are going to shoot and hit this target group is relatively small. If you have to target your marketing, target a lifestyle.
Seriously find out what lifestyle you want to be a part of, and become a part of it. Your product isn’t made for people between 14 and 25, it’s made for people between 14 and 25 that listens to depeche mode and has the ambition of becoming the no. 1 chef in the world. We’re so much more fragmented than a target group. If we think you’re cool and we identify ourselves with you – you got a date, awareness or other of those old school mumbo jumbo marketing words that is becoming more and exstinct as we speak.
Marketing has always stroke me as odd. It still does. It’s getting much much better though =)
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