“ A wise mentor told me early on in my marketing career that it is very important “to fish where the fish are” — because, of course, that’s where you will catch the most fish with the smallest effort. The same principles apply to marketers. I’ve watched large corporations with leading agencies using award-winning creative and huge advertising budgets chase markets that demographically no longer exist. The best example is Detroit car manufacturers scratching their heads because they can’t figure out why they can’t sell as many cars to Generation X as they did to the boomers. Too bad they didn’t count them.
Kenneth Gronbach, AdAge, The 6 Markets You Need to Know Now – an excellent article on today’s demographics and how to reach them.
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