Physical distance matters not. Digital tribes rule the roost. And KPMG International has put together a white paper that examines the need for marketers to target customers in a completely different way. Segmenting customers by demographics, geography and income levels is a blunt instrument in the digital economy. It’s no longer about a global versus local. It’s now about digital tribes and these tribes are more likely to form around areas of interest than geography. So is the existing marketing Holy Grail of a deep one-to-one brand connection with consumers outdated?
FCB has launched its first campaign for Massey University in a bid to attract students for first semester next year and it’s incorporated bold imagery and inspirational words to get its message across.