Whats the importance of consumer demographic & lifestyle information in targeting digital savvy consumers?
Targeting customers get more bang for the advertising dollar. If you can get the advertising to the people more likely to be interested in the product you want to sell you get a better return in the advertising investment. You probably will waste your ad money if you put a skateboard commercial in front of a group of senior citizens. But putting a cell phone ad in front of a young group, say 10 to 30 years old, should be a good investment as this group is much more likely to be interested in this product. This is why the saturday morning cartoons on TV are full of toy and candy ads. The demographic watching TV on saturday morning is much more likely to respond to these ads. So while your question is specific about digital savvy consumers, it works for any product. Target the proven demographic that is more likely to buy the product for a better ROI in your advertising dollars.
