The traditional methods of marketing to the “normal population” are changing. This is because there is no such thing as the “normal population” anymore. We have proved time and again that outbound marketing in isolation does not work. This becomes clearer as we learn more about how everyone differs, how they want to learn about different things and buy in different ways.
It is therefore necessary to develop a more targeted approach that enables you to customise the information (“content”) that you share with these different people. Digital provides us a method by which we are able to customise this information, and almost have a 1-to-1 relationship with each individual in our target audience groups.
In order to get it right we need to embrace big data so that we can see and utilise trends in these widely varying populations and develop personalised content for our target audiences.