Infographic: Rethinking demographic targeting in brand advertising

Share this article:

Direct marketing is often a demographics-centric science, but a new study from Catalina finds that demographic characteristics are not always strong indicators of a consumers' purchasing behavior. This could possibly be that brand targeting is often missing its mark—or that demographic predictors are simply not as effective for direct marketers as once believed.

To conduct the study, Catalina researchers examined 10 brands that targeted households headed by women ages 25 to 54. They then measured how much of the brands sales actually came from that targeted demographic. Here's what they found:



We know you love infographics. Check out some more Direct Marketing News originals.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Infographics

Email's "Dino"mite Effect on Brand Relationships [Infographic]

Email's "Dino"mite Effect on Brand Relationships [Infographic]

Proof that email isn't a prehistoric channel after all.

Are CMOs the New Mr. Robotos? [Infographic]

Are CMOs the New Mr. Robotos? [Infographic]

Marketers now dedicate a quarter of their budgets to IT spending.

Scaling the Mobile Mountain [Infographic]

Scaling the Mobile Mountain [Infographic]

When it comes to mobile conversions, many retailers can't get off of the bunny hill.