Comments on: Needs Based Digital Marketing http://www.insightbuzz.com/2008/02/06/needs-based-digital-marketing/ Paul M. Banas on Consumer Insights, Marketing Research, and the Digital Media Landscape Tue, 26 Apr 2011 06:46:03 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Paul M. Banas http://www.insightbuzz.com/2008/02/06/needs-based-digital-marketing/comment-page-1/#comment-100 Paul M. Banas Thu, 07 Feb 2008 19:13:53 +0000 http://www.insightbuzz.com/2008/02/06/needs-based-digital-marketing/#comment-100 @Robin Very good point on living in Alaska. With almost 20 inches of snow yesterday on top of the previous 60, I'd also add Wisconsin to that list! I realize I may have oversimplified a bit, but I've seen so much weight put on the defining characteristics of demographics at the expense true consumer behavior and needs, especially in the area of media buying, that I'm happy that search marketers are finally coming around as well. This is especially advantageous for search, where consumer intent is being captured constantly by Google and other search engines. Thanks also for the great AdAge link. PMB @Robin
Very good point on living in Alaska. With almost 20 inches of snow yesterday on top of the previous 60, I’d also add Wisconsin to that list!

I realize I may have oversimplified a bit, but I’ve seen so much weight put on the defining characteristics of demographics at the expense true consumer behavior and needs, especially in the area of media buying, that I’m happy that search marketers are finally coming around as well.

This is especially advantageous for search, where consumer intent is being captured constantly by Google and other search engines.

Thanks also for the great AdAge link.

PMB

]]> By: Robin http://www.insightbuzz.com/2008/02/06/needs-based-digital-marketing/comment-page-1/#comment-99 Robin Thu, 07 Feb 2008 14:31:00 +0000 http://www.insightbuzz.com/2008/02/06/needs-based-digital-marketing/#comment-99 I agree that focusing on time is important. Looking at this from a slightly different angle, a recent AdAge article talks about the need to look at interplay of consumer's time and risk in marketing: http://adage.com/cmostrategy/article?article_id=123443 While I agree that we don't by things only because of our demographics, characteristics like gender, age, geography still dictate many of our needs. (If I live in Alaska, I'm probably going to buy a warm winter coat). I agree that focusing on time is important. Looking at this from a slightly different angle, a recent AdAge article talks about the need to look at interplay of consumer’s time and risk in marketing:
http://adage.com/cmostrategy/article?article_id=123443

While I agree that we don’t by things only because of our demographics, characteristics like gender, age, geography still dictate many of our needs. (If I live in Alaska, I’m probably going to buy a warm winter coat).

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