What are some of the differences between demographic and psychographic marketing?
Marketing by demographics: • Represents a way to deliver a product-led message economically to a clearly. identifiable audience – normally by conventional advertising. • Is usually more mass-market driven i.e. one communication is devised to reach the entire audience in the belief that they are all essentially very similar. • It is simpler to devise the communication message and tool and to implement. • Is suited to marketing of everyday well-known and accepted products where the message is related to price or simple feature differences. Marketing by psychographics: • Involves much more targeting and finessing of messages and communication tools in order to tap into a variety of specific beliefs. • Usually entails using a range of PR related tools – publicity, events, sponsorship and WoM – that relate to the beliefs of and needs of women. • Is usually more appropriate when the marketer needs to change attitudes and beliefs and/or convince the target audience of a new product, service o
