The old model was long, linear, and often laborious. Most marketing campaigns began with a Planner who would attempt to crawl inside the mind of the target— usually a composite of both demographics and psychographics wrapped up in a descriptive moniker: “Soccer Moms”, “Hard Hats”, “Urban Strivers”… as but a few examples. After peering into the soul of the target, planners would then write a brief for the kind of messaging required to connect most profoundly with the intended audience.
App clutter is a real thing. Recent studies by Nielsen and Forrester highlight that while Americans have a large number of apps on their phones (26+ according to Nielsen), we use a comparatively small number (5 non-native apps). The rest? Destined for the trash bins of our digital lives. What characterizes the ones we use most? Utility and Engagement.