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ADA can target small ‘ nano-segments ’ of people with a message tailored to be specifically relevant for them . The honed nature of this targeted marketing is particularly important , he claims , in terms of driving overall engagement . “ If the messages you ’ re receiving are interesting and not annoying , data is helping to achieve that ultimate goal . That is why ADA believes in a data-centric approach that serves both the consumer ’ s and the marketer ’ s interest .” This result is what Mankovski refers to as the “ holy grail ” of marketing .
Understanding consumers is a task that is becoming easier as the value of data is unlocked further . However , maintaining a strong focus on customers cannot be sacrificed and there is no substitute for carefully researched insights into core demographics . We discuss the ongoing challenge of adequately marketing to millennials and Mankovski is quick to point out that things are rarely simple when it comes to ‘ identifying your audience ’. “ For many companies , millennials are their primary segment , but , even then , there are a lot of sub-segments .” Citing
DECEMBER 2020