Digital Chameleon Blog
Do you know who you're selling?
Wednesday, July 07, 2010
Do you know your audience?
If you’re selling a cross-platform brand, can you articulate the
differences between your online/offline audiences? Are they different
people? How many of them consume all of your products v. simply via one
channel? How do they use the different channels? Do the demographics
skew differently for your online v. print Entertainment sections? Have
you gone beyond demographics online to understand the psychographics
(or at least the interests and behaviours) of your audience?
If you can’t answer these questions, it’s time for a meeting with the research department. Only by understanding how the various pieces of your brand puzzle work will you be able to determine the most interesting, innovative and appropriate solutions for advertisers.
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