凯度：2024超越偏见 扩大市场影响力研究报告（英文版）（46页）.pdf

1、Break free from stereotypes and boost your marketing effectivenessMEDIA1CONTENTSINTRODUCTION1.BUILDING ACTIONABLE SEGMENTATIONS BEYOND DEMOGRAPHICS2.BREAKING FREE FROM THE LIMITS OF YOUR OWN DATASETS3.BALANCING GLOBAL AND LOCAL PERSPECTIVES4.COUNTERACTING MEDIAASSUMPTIONS5.PRACTICAL CONSIDERATIONS T

2、O DELIVER PEOPLE-BASED OUTCOMESINDUSTRY PERSPECTIVESKEY TAKEAWAYS&IMPLICATIONSHOW KANTAR MEDIA TGI SUPPORTSBUSINESSES22INTRODUCTIONIn our 2022 study Beyond Age,we began tochallenge this outdated approach by building audiences based on values,experiences,and behaviours that transcend generational bia

3、ses.By advocating a nuanced strategy bridging microtargeting and demographic-basedplanning,we showed marketers a path to unlock new opportunities for improved effectiveness.The core concept centres on a people-poweredmarketing approach,which avoids stereotypes,creates brand salience that resonates a

4、crossdiverse markets,and establishes more personalconnections with customers.It is also anethical practice that avoids oversimplifyingaudiences and placing people into apparentlyhomogeneous groups.This new and practical guide goes severalsteps further,enhancing marketing efforts byadopting an advanc

5、ed people-centric approach to segmentation and targeting.Unique insights from TGI,the syndicatedsurvey used in over 40 markets worldwide and a global currency for consumer insight,serve as the foundation for this guide.Additionally,input from Kantar Medias clients and partners worldwide further expl

6、ores the opportunitiesthat lie beyond traditional demographic segmentations.We express sincere gratitude to all the brands,agencies,and media owners who contributed their time and insights.Their valuable input will fuel ongoing discussions and shape the future of targeting in marketing.3Our brains u