Activities not audiences. Russell Davies wrote an interesting post about how organizations are thriving upon ‘marketing thinking’ and how digital breaks most of that traditional thinking for good. It’s not about technology, it’s about a change of mind.
“An ‘audience’ is an organisational convenience from a broadcast age. It’s a reasonable way of segmenting the world so you can buy media but as a way of actually talking to people it doesn’t work. Most good advertising gets round it the same way good art does – by using the specific to illuminate the general, but most advertising isn’t good. So you end up with crude panderings like appealing to women by making all men seem like feckless idiots. Or by saying everyone born in a particular decade has a particular way of looking at the world.
The whole point of ‘digital’, the very opportunity of it, is that you don’t have to segment people like this. They segment themselves by looking for the thing they want to do.”