Monday night, Jessica and I represented TopRank at a Minnesota Interactive Marketing Association (MIMA) Event in Minneapolis.
In the first of a series entitled â€˜Conversations About the Future of Advertisingâ€™, Jan Leth from Ogilvy & Mather gave a presentation entitled â€˜Dada, Data, Alpha and Betaâ€™ in which he highlighted how marketers can take advantage of the digital age.
In particular I found interesting, the idea of momentgraphics versus demographics. Marketing of years past would have concluded that we need to know the age, race, income and interests of each of our prospects.
Momentgraphics focuses on the periods of time in which we need to target prospects. For example, someone searching for the phrase â€˜cold medicine that works in less timeâ€™ is the prime target for a company producing cold medicine. The demographics of that person are irrelevant because we know they are in a â€˜target momentâ€™ making them the target market.