In traditional marketing, companies succeeded by ‘shouting’ their message very loudly. Whether this ‘shouting’ was delivered via advertising on TV and radio,on billboards and in newspapers, or via direct channels such as direct mail or cold calling, a marketing department’s job was to choose the channels which would capture the most attention of their particular client base.
How To Make Your Marketing Messages Stick
Marketers were always taught to segment their customers based on demography. That is; characteristics such as age, sex, ethnicity, geography etc. There was good reason for this. If you were going to advertise washing powder during a commercial break on television, there was one aspect of the audience’s behaviour that you could absolutely guarantee… they were not buying washing powder. Rather, they were engaged in watching television at the time!