Demographics is a subject often quoted but seldom really grasped. I’ve been providing demographic input for B2B and B2C clients for over a decade. Those who understand and buy-in to its value get solid customer knowledge they use to target real customers with their wants and needs, to build marketing and/or sales activity that delivers. Those who don’t buy-in to it can’t see more than the figures and a customers a customer right? Well, no, that’s the point.

With social marketing and almost immediate customer contact and response, there is a  view that demographic knowledge and profiling is less relevant than it used to be. I think the reverse. Knowing what presses the customers’ button so to speak is more crucial. Being able to have that immediate interactive dialogue with a customer, or potential customer is priceless. Knowing their likely habits and preferences and behaviour will enable you to make that dialogue more relevant and valuable, and more rewarding to your business.