Liquid Audience
Definition: The idea that the trends and habits of consumers are too fluid to be assessed by traditional demographics alone
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There is an increasing amount of devices and apps available to the public these days. This rapid development of technological advancements makes it increasingly difficult to keep up with the fluidity of consumers and track data accurately. Marketing that once relied on age, gender and geographic data is almost obsolete and because of this, brands have worked tirelessly to develop campaigns that can streamline the brand experience across several platforms.
President and CEO of the Interactive Advertising Bureau, Randall Rothenberg, touched on this in his presentation at the Cannes Lion Festival of Creativity with a white paper titled Digital Advertising Audiences: The New “Liquid Consumer” Paradigm. The white paper is an interesting read that highlights how brands can keep these consumers engaged and perfect their user experience!
Is your brand delivering a complete user experience?
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