People Are More Than Just Demographics

I recently subscribed to a Google email newsletter that shares their insights and analytics. This article talks about the limitations of demographics for targeting and consumer problem solving. I couldn't agree more. Demographic tailoring is rooted in generalized conclusions about different segments, male/female or elderly/20-something. In the lives of actual people, behavior will vary based on the individual and their context for that moment in time.

"While demographics will always have a place in the marketing playbook, the brands that understand and respond to intent are better positioned to be there and be useful for all of their potential customers, not just those that fit an age and gender profile."