Agile Insights Blog

3 min read

Demographics vs. Psychographics - Here's Why You Need Both.

By Tracy Corry on Aug 30, 2022 2:36:52 PM

When launching a new product or marketing campaign, the first question that must be answered is, “Who is my target audience?” Most brand leaders and marketers use demographics to identify their audience - objective data like gender, age, income, and marital status - and for some brands, this may be enough. A large cosmetics and skincare company for example could simply target women and still do quite well in reaching their buyers. But what if this skincare company wanted to launch a new, luxury vegan-ingredient product line? They would still likely reach their buyers using their current demographic targeting, but would also waste dollars reaching buyers that don’t have a preference for natural products and are not willing to pay a premium for them. Gathering subjective data like values, goals, and attitudes helps narrow down the target audience - and budget - to maximize the efficiency and effectiveness of marketing efforts. 

Continue Reading
2 min read

Goodbye Sales Exec Sarah and Tech Guy Tom? Here’s how you should be building buyer personas today.

By Tracy Corry on Feb 1, 2022 10:05:46 AM

In a world where personalized consumer experiences are not just appreciated but expected, many businesses and organizations are using some form of personalization in their marketing strategies. And when 97% of marketers report a measurable lift from their personalization efforts (Salesforce, 2020), they should be. Personalized marketing is here to stay – especially as the tech-savvy Gen Z generation now makes up 40% of total U.S consumers. But the landscape has changed since the early days of buyer persona building and some argue that these old-school personas built mainly on demographic information are antiquated and useless because they are full of information that has nothing to do with the reasons why people buy your products.

Continue Reading

Featured

Subscribe to Our Blog

Stay up to date with the latest and greatest marketing and content planning tips, tricks, and news.