Demographics or behaviour, which targeting option would you pick?

Netflix is a prime example of how any online marketeer should start thinking. They continuously imporve their product to make it more personalised, thus offering each individual a better performance. One thing which caught my eye in this article on Netflix’ personalisation is their complete lack of focus on demographics.

Netflix used to place an emphasis on collecting these types of biographical details about its users, but it eventually decided the data wasn’t particularly useful. “It really doesn’t matter if you are a 60-year-old woman or a 20-year-old man because a 20-year-old man can watch Say Yes To The Dress and a 60-year-old woman could watch Hellboy,” Todd Yellin, VP of product innovation at Netflix, told Mashable in an interview this week.

Intention, behaviour and momentum are all much better indicators of customers’ behaviours and needs. Think about that when you’re still buying ads in the 25-35 age bracket.

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