Roy Haddad : The Death of the Target Audience
Roy Haddad is WPP's Director of MENA and JWT Chairman of MEA
Charlene Li of the Altimedia group predicted that in the future, media will be like air. This is most certainly coming true. Consumers are loyal to an experience, not a promise. So forget looking at the audience as set of stereo-typical demographics. Have you ever seen a woman who is aged "28 -- 40"? No. An individual woman has a particular age, unique interests and personal characteristics.
The system then of mass media, mass production and mass marketing is being replaced by a one-to-one economic system. Mindset targeting is the way forward and the new paradigm is from broadcast to narrow cast to broadcast because the consumer is your new broadcaster.
Uncover the consumer mindset and brands can connect meaningfully with people through the brand experience, which requires relevant content to satisfy the mindset. A positive brand experience anchors a consumer's relationship with the brand.
