Dating someone is very similar to advertising. On a date, you are trying to make a connection with someone and learn the most about him or her so you can put your best foot forward.<\/p>\n
\nAdvertising works the same way. Marketers want to learn the most about their audience so they can create appealing advertising pieces. Marketers also need to know the websites their audience visits, how they search or find your product, and what they are saying about your product. To do this, it\u2019s important to know and understand the intimate knowledge of your audience\u2019s demographics and psychographics.<\/p>\n
\nMany tools exist to help you understand your customers. They range from database appends to social monitoring to primary and secondary research. When used, they provide powerful insight into how your customer thinks, feels and acts, which can be translated into actionable marketing executions for your business.<\/p>\n
\nUsing GfK MRI data, we have profiled five different digital consumers and provided you with their demographics and behaviors. We hope the insight into these digital consumers will help you connect with your customers more effectively for greater return.<\/p>\n
DANIELLE<\/strong><\/strong><\/p>\n
LIFESTYLES<\/strong>
MEDIA <\/strong> LIKELY TOUCHPOINTS<\/strong>
LIFESTYLES
LIKELY TOUCHPOINTS<\/strong>
CHRISTOPHER<\/strong><\/strong><\/p>\n
LIFESTYLES<\/strong> MEDIA<\/strong>
\nMOSAIC USA SEGMENT: <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>Dream Weavers
INCOME:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>$$$$$
LOCATION:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>Topeka, KS
EDUCATION:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>College degree
AGE:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>Middle-aged
FAMILY:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>Married with school-aged children
JOB: <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>White collar information, finance & education
HOME VALUE\/TYPE:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>Size is twice the national average
HOME LOCATION:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>New money subdivision
<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>
\nDEMOGRAPHICS<\/strong>
\nAs a Dream Weaver, Danielle is among well-off families living an affluent, suburban version of the American Dream. She is likely to reside in new-money subdivisions, possess high income, hold a college degree and own a large house valued at more than twice the national average. Her household is likely to be a dual- income household that includes school-aged children. This middle- aged couple typically works as white-collar professionals in the information, finance and education industries.<\/p>\n
\nDanielle and her husband are deeply rooted in their suburban community. They are likely to belong to a church, parents\/teachers association, art associations and business and country clubs. They rank at the top for donating money to charities. With their family, they lead active athletic lives and enjoy swimming, golfing and fitness walking.<\/p>\n
\nWeekends find them on the hunt for family-friendly activities, such as visiting zoos, museums and bowling alleys. When they go shopping, they look for quality merchandise \u2014 no matter the price \u2014 at stores like Ann Taylor, Banana Republic, Lord & Taylor and Bloomingdale\u2019s. These consumers try to keep up with the latest technological trends. To manage their money, they use a financial planner and invest in a variety of savings vehicles for college and retirement.<\/p>\n
\nDanielle enjoys media that relates to her home and family, tuning in to cable networks like HGTV, the Food Network, and E! Entertainment. She reads a number of upscale shelter magazines, such as Architectural Digest, Traditional Home and Bon App\u00e9tit, as well as titles that appeal to her time-pressed, dual-income household, like Real Simple and Working Mother. With her longer- than-average commute, she listens to all news and news talk stations on the radio. Once Danielle sits down in front of a computer, it\u2019s hard to tear her away from surfing the Internet. She is frequently online for email, news, shopping, stock trading and making travel arrangements.<\/p>\n
\nLook At Me Now: To reach Danielle, communicate the strength and quality of your brand. Relationships and customer service are important to her, and face-to-face contact is a real plus. Promote quality and service aspects and award her with a trial offer to help establish confidence in product\/service.<\/p>\n
\nWork Hard, Play Hard: It is also important to highlight if your offer is new or cutting edge. Launch new products and services to catch Danielle\u2019s attention. Reward her as an early adopter for being the first to take advantage, as this will help your communication peak her interest. Showcase cutting edge technology and premium high value offers. <\/p>\n
\nJORGE & ANA<\/strong><\/strong><\/p>\n
\nMOSAIC USA SEGMENT: <\/strong><\/strong><\/strong><\/strong>Nuevo Hispanic Families
INCOME:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong>$$
LOCATION:<\/strong> <\/strong><\/strong><\/strong><\/strong>New York
EDUCATION:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong>No college
AGE:<\/strong> <\/strong><\/strong><\/strong><\/strong>Mid 30s
FAMILY:<\/strong> <\/strong><\/strong><\/strong><\/strong><\/strong>Large family with children of different ages
JOB: <\/strong><\/strong><\/strong><\/strong>Construction laborer\/retail clerk
HOME VALUE\/TYPE:<\/strong> <\/strong><\/strong><\/strong><\/strong>Low-rise apartment
HOME LOCATION:<\/strong> <\/strong><\/strong><\/strong>Working class with clusters of young Hispanic families
\nDEMOGRAPHICS<\/strong>
\nJorge and Ana live among a cluster of young Hispanic family households living in a working-class neighborhood of New York. In their mid- 30s, Jorge and Ana have a large family with children of various ages in a comfortable low-rise apartment. Neither have a college education, but they earn a lower-middle income \u2014 Jorge working as a construction laborer, and Ana as a retail clerk. They frequently express the hope that they\u2019ll be trading up soon to better jobs and bigger homes.<\/p>\n
<\/strong>With their modest educations and salaries, Jorge and Ana pursue an economical lifestyle. They lack the discretionary income for many leisure activities or vacation travel because they support family members. They\u2019re avid fans of outdoor sports, especially soccer, basketball and baseball. As a family, they are frequent shoppers who like to browse stores patronizing retailers that sell athletic attire, such as Nike, Finish Line and Footlocker. Jorge likes to claim that they can afford to buy designer clothes; Ana chooses to shop at specialty stores where she can converse with knowledgeable clerks. Both want to stand out in a crowd, but will concede they need more money to look the part. They don\u2019t own a car, but utilize public transportation to get around.<\/p>\n
\nMEDIA<\/strong>
\nWhat they may lack in money, Jorge and Ana more than make up for in their passion for various media. They watch network and cable television, listen to the radio and read newspapers. Their favorite cable channels feature family-friendly fare: Disney, Nickelodeon and Cartoon Network. They often tune in to Spanish and Mexican music stations at home, and read several Spanish oriented magazines \u2014 Hispanic Magazine, Urban Latino and Latina Style \u2014 in addition to several English language titles on fashion and gaming. Their Internet activity is low, which can be linked to a low propensity to own desktop and laptop computers.<\/p>\n
\nIt\u2019s All In the Name: For Ana, the use of celebrity endorsements and testimonials to emphasize image and style is a sure eye-catcher. For Jorge, logos and popular icons get noticed. Discounts and gifts with a logo on them are welcomed by both.<\/p>\n
\nGo with the Flow: To reach this couple, explain how your product or service has already been tried, tested and proven a winner. Low risk and mainstream popularity support the legitimacy and worth of your offer.<\/p>\n
\nMOSAIC USA SEGMENT: <\/strong><\/strong><\/strong><\/strong><\/strong>Affluent Urban Professionals
INCOME:<\/strong> <\/strong><\/strong><\/strong>$$$$$$
LOCATION:<\/strong> <\/strong><\/strong><\/strong>Chicago
EDUCATION:<\/strong> <\/strong><\/strong><\/strong>College Degree
AGE:<\/strong> <\/strong><\/strong><\/strong>Late 20s
FAMILY:<\/strong> <\/strong><\/strong><\/strong>Single
JOB: <\/strong><\/strong><\/strong>Executive
HOME VALUE\/TYPE:<\/strong> <\/strong><\/strong><\/strong>Chic high-rise
HOME LOCATION:<\/strong> <\/strong><\/strong><\/strong>Owned apartment that’s twice the national average<\/p>\n
\nDEMOGRAPHICS
<\/strong><\/strong>The yuppies of the last decade may have grown up, but their lifestyle lives on. Christopher is a wealthy single living in a chic high-rise neighborhood of Chicago, owning an apartment valued at twice the national average. In his late twenties, Christopher holds a college degree and works as an executive. He has yet to settle down and start a family, providing him with plenty of discretionary cash to indulge in a fashionable lifestyle. Christopher has a cultured sensibility and, not owning a car, he relies on taxis and subways to hop from his apartment to work to various entertainment venues.<\/p>\n
\nLIFESTYLES
<\/strong><\/strong><\/strong>Christopher enjoys a trendy lifestyle. His activities vary but include tennis, skiing and clubbing with friends. He also likes to attend art gallery and museum openings. He is conscious of appearances and his health, and is a member of a health club to take yoga, jog and lift weights. Since he likes to stand out in a crowd, he shops for clothes and trendy furnishings at stores like Banana Republic, Williams-Sonoma and Crate & Barrel. Christopher is an early adopter of new technology, with the latest laptops, PDAs, MP3 players and digital camcorders. A seasoned traveler, he likes to take cruises and trips to domestic and international destinations.<\/p>\n
\nMEDIA
<\/strong><\/strong>Christopher is obsessed with staying abreast of the latest developments in popular culture. He watches entertainment news on broadcast TV and catches the late night shows hosted by Leno and Letterman. On cable, he\u2019s a fan of the movies and music programming on A&E, E! Entertainment and Bravo. On the radio, Christopher tunes in to news talk shows and, occasionally, stations that play classical music. He\u2019s not a big print fan and does not read magazines, but he does read the Sunday paper \u2014 specifically the TV and entertainment sections. Where Christopher really excels is online, and he turns to the Internet for a variety of services including email, travel, downloading music, watching streaming video and dating sites. <\/p>\n
\nLIKELY TOUCHPOINTS
<\/strong><\/strong>No Time Like the Present: Make it easy for Christopher to reply; discounts, rebates, coupons and incentives must be immediate. Present him with multiple benefits, including if the opportunity can elevate status or privileges.<\/p>\n
\nWork Hard, Play Hard: If your offer is new or cutting edge, tell Christopher about it; launching new products and services will catch his attention. Reward him as an early adopter for being the first to take advantage, as this will help your communication peak his interest. Showcase cutting edge technology and premium high value offers. <\/p>\n
\nARCHIE<\/p>\n
\nMOSAIC USA SEGMENT: <\/strong><\/strong>Steadfast Conservatives
INCOME:<\/strong> <\/strong>$$$
LOCATION:<\/strong> <\/strong>Sarasota, Florida
EDUCATION:<\/strong> <\/strong>High School
AGE:<\/strong> <\/strong>Late 60s
FAMILY:<\/strong> <\/strong>Empty Nester
JOB: <\/strong><\/strong><\/strong>Manufacturing
HOME VALUE\/TYPE:<\/strong> <\/strong>Owns home
HOME LOCATION:<\/strong> <\/strong>Midscale urban neighborhood<\/p>\n
\nDEMOGRAPHICS<\/strong>
\nAs a member of a quietly aging cluster, Archie is a married older male living in a midscale urban neighborhood of Florida. Archie is high school-educated and comfortable being part of the middle class. Archie and his wife are empty- nesters. Archie\u2019s seniority gives him benefits in the workplace, allowing him to earn a middle class income at a skilled manufacturing job. His income goes far, allowing him and his wife to own their older homes and multiple cars.<\/p>\n
\nArchie lives up to his old-fashioned reputation. He thinks the stock market is too risky, computers and the Internet too confusing, and takes preventive medicine before any sign of illness. Archie considers aerobic exercise as too strenuous, preferring to spend his leisure time fishing or woodworking. For a social life, Archie and his wife attend activities sponsored by a fraternal order or church group. As consumers, they\u2019re likely to be brand loyal when they shop at favorite stores like J.C. Penney for clothes, Dick\u2019s Sporting Goods for outdoor gear, and Jo-Ann Fabrics and Crafts for needlecrafts. To further protect their established lifestyles, Archie has a variety of insurance products \u2014 covering health, life, car and home \u2014 though they are all low-value policies.<\/p>\n
\nArchie is a fan of traditional media, including print, TV and radio. He likes to get his news from a daily paper or the nightly newscasts on network TV. He considers television as a primary source of entertainment in his life; he and his wife watch sitcoms, reality shows, daytime soaps and religious programs. They enjoy reading magazines that appeal to their do-it-yourself sensibilities, including popular titles such as Family Handyman, Better Homes & Gardens and Country Living. Their radio tastes include a mix of big band, classic rock, country and golden oldies.