An Audience For Your Product: Fully Customized

I often daydream about strangers (let me explain!).  Simply in my day-to-day during my commute, taking a stroll for a cup of coffee, or merely at my leisure wherever I may be, the curiosity of what contributes to type of car someone drives, the selection of adornments across its bumper, or the intent of their personal style is something that continually intrigues me.  I wonder at individuality.  Styles may follow trends but they’re still personally tailored with an individual’s charm.  From the preparation of a Starbucks order –scribbled ever so uniquely along the side, to the custom NIKEiD kicks with a matching iPhone case, I’m intrigued by the way consumption is customized to best represent one’s individuality. It’s a mark of one’s lifestyle. Daydreaming aside (as creepy as that may be), I’ve realized this originality is no longer limited to the consumer.

Google’s Affinity Audiences now allows businesses to enhance themselves with select consumer groups specific to their purpose. Depending on a particular product, a marketing initiative tailored to a particular season, or the peculiarity of select consumers, businesses can now select and customize an audience. Much like a distinctive consumer lifestyle, Affinity Audiences serves as a corporate wardrobe essentially, creating the possibility for a business to personify their organization with an audience that best resembles its brand (or sub-brands).

Similar to the individuality that consumers uniquely express, companies can now tactfully connect and develop a trademark character via the consumers in which they market. Rather than only the customer identifying themselves with the products they consume, companies can now further define themselves through the customized market(s) in which they do business.

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8 Responses to An Audience For Your Product: Fully Customized

  1. Corinne says:

    Based on your post, it appears that Google is taken all the work out of market research with this new product of theirs.To clarify, Affinity Audiences is branding for the company or are they a group of people who help the company brand itself? In any case, Google only knows how to win (Google Glass issues aside).

  2. Gail says:

    I wish I knew precisely how this product works. According to the website, “It gives you the flexibility to reach exactly the audience you’re looking for, because you decide who to reach,” but is that not what marketing MBAs do — search for the appropriate audience for a product placement, or a product promotion? Is the only difference Big Data, in other words? What about the people who do not use social media, at all? Do they not get aggregated into this system?

  3. Nick Kubik says:

    What an interesting product. Seems to be a tool that was developed for businesses that can’t afford either the time or the expense of hiring a marketing or research firm to examine and define consumer markets. At least that’s how I took it, Corinne and Gail. It is most likely a great, basic tool, but may never be at the level or understanding of a true research group.

  4. Claire Petras says:

    Nick, I agree with you, that this is a targeted, segmented solution service. The trick with fickle customers that have short attention spans and a wealth of information at their fingertips may be in turning the audience insights into viable analytics. This sounds like a great tool for small or new businesses but can’t entirely eliminate human analysis.

  5. Jillian says:

    I have never heard of this before, so thank you very much for bringing this to the forefront for us! 🙂 It’s amazing to see how far marketing has come and has continually changed. I now wonder how our marketing strategies and tactics will change with the introduction of Affinity Audiences?

  6. lin744 says:

    In marketing, we’re always learning about shaping our brand and marketing communications toward our target audiences, who choose to connect with us. It’s interesting that with Affinity Audiences that the company actually gets to choose exactly who it wants to target while shaping its brand accordingly. It reflects the power and impact of a niche market. However, it makes me wonder what happens if the demographic chosen is not interested the company- what if the formula does not work?

  7. Graham says:

    Hey Theo, The made to order audience is intriguing but there’s another benefit here: campaign efficiency. You may have noticed that targeting a group based on their interest actually limits how many people are being reached by the ad. Just like other filters like geography, age, or income would target a particular segment of the population, so too would interest based targeting limit the size of the group being reached. In short, the benefit I’m pointing out here is that funds aren’t being spent reaching those who may not share an interest with your brand. Sure we’re reaching fewer folks but those hit with the ads are much more likely to buy – and golly those business execs love to see conversion rates climb.

    Excellent work!