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Monday, March 11 • 9:30am - 10:30am
Death by Demographics: Killing Off Your Ad Budgets

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George W. Bush & Steven Tyler. Honey Boo Boo & Suri Cruise. What do these pairs of people have in common? Absolutely nothing. But for some reason, marketers continue to aim cookie-cutter marketing at them based on the outdated concept that people who share similar demographic traits must want the same products and services. Makes perfect sense, right? Of course every 40-yr old mom likes hazelnut coffee - send them all the same promo! What's really mystifying is that, with the amount of purchase-data available today, marketers are still throwing away millions each year doing just that. Whether it's mobile, social, online, tv or print, purchase-behavior is the key to truly getting the right message in front of the right person. If you know that "Martha-Mom-of-3" just bought 5 lbs of Hazelnut coffee, that's when it makes sense to target her with an ad for creamer, filters... and maybe a muscle relaxer. Put demographic targeting where it belongs, 6-feet-under, and long live purchase-data! Sponsored by Catalina.
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Bonin Bough

Vice President of Global Media and Consumer EngagementMondelez International

Joe Magnacca

Chief Executive OfficerRadioShack
avatar for Todd Morris

Todd Morris

Exec VP Mobile & MktgCATALINATodd Morris heads Catalina’s innovation and leadership in the mobile commerce and mobile media space, helping retailers and brands engage the two-thirds-and-growing share of U.S. shoppers who embrace mobile technology to improve shopping convenience... Read More →
avatar for Ann Zimmerman

Ann Zimmerman

Staff ReporterThe Wall Street Journal

Monday March 11, 2013 9:30am - 10:30am CDT
Austin Convention Center, Room 12AB

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