If a family-friendly vacation brand wanted to reach every American family, it could reliably do so by purchasing a 30-second spot on Mutual of Omaha’s Wild Kingdom on Sunday evenings. The personas were beefed up with psycho-demographics, developed through consumer surveys.Īnd to be fair, these personas delivered good results, because there were few channels to reach consumers back then.
If women, aged 25 to 50, purchased this product from this brand, then other women with similar demographics are likely to exhibit the same behavior. Back in the 1950s, strategists relied on demographic data to build personas because it was both widely available and reliable. Marketing strategy is still created using old (in our field, it’s fair to consider them ancient) methodologies. The people who are responsible for buying media have a great deal of technology and data at their disposal, but what about the marketing strategists, who are responsible for generating personas, campaign ideation and targeting? They have nothing like the level of tools enjoyed by the marketing orchestration team. Clearly, this innovation has been a boon to marketers and publishers, and yet, to a large extent, it represents just one hand clapping, with the entire LUMAscape ecosystem focusing on marketing operations and execution.
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