Comments on: Distributed Branding Online: Extending Your Brand Outside of Your Home Site http://www.irfankamal.com/social-media/distributed-branding-online-extending-your-brand-outside-of-your-home-site/37 Digital marketing strategy and tactics - social media, new product/service launch, digital thinking and more Mon, 06 Sep 2010 09:08:31 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Jonathan Trenn http://www.irfankamal.com/social-media/distributed-branding-online-extending-your-brand-outside-of-your-home-site/37/comment-page-1#comment-14 Jonathan Trenn Wed, 09 Jul 2008 13:41:16 +0000 http://www.irfankamal.com/?p=37#comment-14 While I think this is, in many ways, legitimate, the criteria they use - age ranges - is illegitimate. Maybe young teens is fine. Maybe some others. But it doesn't take into account factors that weigh heavy enough to make much of this info meaningless. Married vs. single is one. Have children vs. having no children. Attitudes, leisure time, financial priorities are quite different for both. A 30 year old suburban mother/father of two is likely to be quite different from that of a single, childless urban based hipster, regardless of gender. And that 30 year old suburban mother of two may have more in common with a 42 mother of two. These companies break down demographics poorly. The web, being so decentralized, now has bred a whole new framework for this microtargeting. Maybe it 's not based on strict individualism, but it's closer. While I think this is, in many ways, legitimate, the criteria they use - age ranges - is illegitimate. Maybe young teens is fine. Maybe some others.

But it doesn’t take into account factors that weigh heavy enough to make much of this info meaningless. Married vs. single is one. Have children vs. having no children. Attitudes, leisure time, financial priorities are quite different for both.

A 30 year old suburban mother/father of two is likely to be quite different from that of a single, childless urban based hipster, regardless of gender. And that 30 year old suburban mother of two may have more in common with a 42 mother of two.

These companies break down demographics poorly. The web, being so decentralized, now has bred a whole new framework for this microtargeting. Maybe it ’s not based on strict individualism, but it’s closer.

]]>