"Demand windows create opportunities to drive better targeting and engagement along the path to purchase"

Acerca dos clientes-alvo e da sua caracterização:

"The notion of a typical consumer, one whose gender, age, ethnicity, and zip code can be used to make reasonably accurate assumptions about purchasing behavior, is a thing of the past.
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Many consumer packaged goods (CPG) categories now consist of hundreds of brands, and new niche products launch every week. People can shop at supermarkets, warehouse stores, convenience stores, and a huge array of e-commerce sites. And there are far more ways for marketers to engage with shoppers, including mobile apps and social media.
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Given this complexity, it’s more critical than ever for brands to find consumers in the moment. Doing so requires a more integrated view of what drives choice, one that isn’t tied to one-dimensional demographics or a narrowly defined need. Companies have to combine a deep knowledge of who is shopping, and when, and where, and why, with an understanding of the emotional and functional benefits of their products.
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As you make those connections, you gain insight about specific situations, or demand windows, in which consumers want or need to make a purchase. These windows open and close based on different factors at different times.[Moi ici: Diferentes JBTD]
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Context is everything.
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Demand windows create opportunities to drive better targeting and engagement along the path to purchase by more directly linking brand, consumer, channel, and occasion

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To implement a strategy based on demand windows, start with the following three steps:
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1. Identify your ideal windows. Any given product has a long list of potential demand windows, but only a select few are the right choice for your company. The winnowing process begins with a clear understanding of your company’s own capabilities.
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2. Tailor your sales and marketing approach. A detailed understanding of demand windows allows you to engage consumers in a way that a company using old segmentation approaches cannot.
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3. Innovate to create new products and services. Beyond improving marketing strategies for current products, demand windows can help companies develop new products.
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In a crowded field, demand windows enable companies to find the consumers who are most likely to want or need their brand. Rather than offering quick wins, they can help companies develop a more sustainable source of competitive advantage that will bring growth and profitability."

Aquela tecla de que se calhar não são os clientes-alvo como entidades de per si mas os contextos, as situações em que se encontram, os trabalhos que procuram que conta para trabalhar a procura. Recordar: "it is the situation rather than the customer"

Trechos retirados de "Connecting the Dots from Brand to Demand"