“While translating a target audience simply into a demographic may have been suitable in an offline world, their true effectiveness in the digital world is limited at best. Because the digital world thinks audience first, not media first. Grouping online audiences by demo produces very narrow targets that do not necessarily represent a brand’s most productive audience. Dropping targeting altogether is equally likely to produce waste. Instead, the answer lies in a productive middle ground between mass reach and segmentation targeting, where more productive audience models can be built based on Behaviors, Emotions and Moments. BEM targeting can identify consumers moving into a consideration phase and speak to them directly with relevant messages. The results can be dramatic. Brand preference and purchase intent lift can nearly double when compared to traditional demographic targeting.” – Ad Age Continue reading “Targeting Can No Longer Rely On Rigid Demographic Profiles”
Author: Sibel Trice
Sibel TriceDirector of Digital Insights
Sibel has more than a decade’s hands on experience in digital media strategy, planning and measurement across a range of disciplines including display, programmatic, mobile, social, digital video, search, native and branded content, cross platform integrations, custom partnerships and sponsorships. Sibel started her career in media planning in NYC at OMD working on the Johnson & Johnson skincare accounts. Although she began her journey in traditional media, her love of data and interest in the growing digital space moved her quickly to the digital team. With ties to both disciplines, she was instrumental in integrating digital and traditional media programs and testing different emerging media platforms. For the following few years, Sibel worked at T-3 building digital media strategies on JP Morgan Chase, Marriott Hotels and MSN. She was influential in building T-3’s digital media teams in the New York office and started the Search department for the company. Since then, Sibel worked with several large agencies in NYC, leading digital brand strategy and measurement for major brands such as Welch’s, Arm & Hammer, Oxiclean, Trojan, First Response, Nair, Spinbrush, Kohl’s, Bausch + Lomb and Sony.
Prior to her media career, Sibel worked as the marketing manager at Arkadas, the Authorized Replicator of Microsoft Software in Turkey. There she directed marketing activities across cultures in more than 20 countries in Europe, Middle East and North Africa. Sibel grew up in Ankara, Turkey and graduated with a B.S. in Economics at Middle East Technical University. She moved to New York in 2001 to pursue her MBA (in Marketing) and graduated Beta Gamma Sigma from Baruch College (Zicklin School of Business). A leap of faith brought her family to Pittsburgh a year ago where they plan to raise their growing twins, accepting they will be die-hard Steelers fans.