On “Micro-Precincts” And Marketing
My latest eBrandMarketing post looks at some of John Zogby’s new consumer trends (as per his latest book, The Way We’ll Be) and relates those to the women’s market. Here’s a clip:
Interestingly, if marketing to women is your task, you have likely long been using this sort of granular process to tap the minds and buying habits of your female customers. In fact, “marketing to women” is not what any of you actually do. Rather, marketing to a very specific micro-precinct of people who may tend to be female is.
Any brand that has been using the micro-precinct approach (even without knowing Zogby’s term) has already been putting itself at the center of passionate conversations about the issues/problems its products might be a part of solving. Such brands have realized that when they do what they do, and well, their very unique and interconnected, action-oriented customers will do the rest.
