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BroadVision Marketing Blog

Cohort Marketing--The Next Phase of Target Marketing

Posted by Jaco Grobbelaar on Wed, Jun 06, 2012 @ 03:09 AM

Cohorts play a very important role in the world of marketing. Learn about what cohorts are in relation to marketing with help from an employee recruiter and trainer in this free video clip.

What Are Cohorts in Marketing?-- powered by eHowMoney

Hi, I'm Alexis Guerreros. I'm a business consultant. Today, I'm going to talk to you a little bit about cohorts as far as marketing is concerned. A "cohort" is  a set of "people that are defined by being within the same age group".  I'm sure you've heard the term demographic before. Now demographic could mean anything and be split in any way; whereas a cohort is something  more defined by what experiences the people shared within the group.

For example, the term baby boomer, defines anyone born between 1946 and 1964. Now while that could indicate one demographic or one generation, what you will find is there were actually a "Baby Boomer One" and a "Baby Boomer Two" and those are two different groups or cohorts. The difference comes between those born in the first phase of the baby boomer generation and those born within the second phase.

Positivity of the Baby Boomer One Group

Each of them share a lot of same characteristics. Still,  if you're marketing to them the difference  is the group born within the first phase of the baby boomer experience had the general feeling that life was going to continue to progress and get better. They shared a general understanding of how they would live their lives and marketers sold to their idea that everything was going continue to be rosy. This group were actually able to purchase and spend more than they were saving because they didn't worry, thinking that as time progressthey were going going to get more money.

Negativity of the Second Group

The cohort consisting of the second baby boomer group reactedto life a little differently, although they had along with the first group believed they could buy now and save later. The difference was they became adults at the time of Watergate and Vietnam and those experiences negatively colored their spending view. This group felt that things were getting worse, so they might as well spend now while they could. Their attitude toward paying for the purchases was that they could get different credit cards or loans if they needed them. They were also very fearful that something would happen so they went out and spent while they had the money.

If you are marketing to those different cohorts,  you're probably going to want to create different  kinds of message to the cohort that you're trying to reach.


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This topic was presented to you by Jaco Grobbelaar.

Cohort MarketingJaco Grobbelaar is the owner of BroadVision Marketing. BroadVision Marketing works with business owners to put in place inbound and outbound marketing strategies that consistently secure new clients. The BroadVision Marketing Training Center is located in Petaluma, CA and primarily serves companies in the San Francisco Bay area.

Jaco can be reached at jaco@broadvisionmarketing.com or 707.766.9778 or connect with Jaco on Facebook - www.facebook.com/broadvisionmarketing - and LinkedIn - www.linkedin.com/in/JacoGrobbelaar.


Topics: Cohort marketing, Marketing Syntax

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