Greg Sterling says, “Facebook’s rich demographic and interest-based data have made it a powerful marketing platform and the major challenger to Google. But without mentioning Facebook by name, Google argues in a new “Think with Google” post that “consumer intent is more powerful than demographics” as a targeting methodology, especially in mobile.

Citing survey data from Millward Brown and other third party research, Google argues, “marketers who rely only on demographics to reach consumers risk missing more than 70 percent of potential mobile shoppers.” This is because demographics and audience targeting typically operate as a proxy for intent, according to Google, and don’t provide actual insight into what consumers are interested in right now: intent filled “micro moments.”“.

Google: Demographics Not As Good As Intent (Search) For Mobile Targeting

Marketing Land

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