Dear Webster's,

I have a new word that I would like to submit for consideration. I will get to that in a minute.

If you search Demographic Targeting, you get page after page of definitions like this one from the Barron's Marketing Dictionary :

Population or consumer statistics regarding socioeconomic factors such as age, income, sex, occupation, education, family size, and the like. Advertisers often define their target market in terms of demographics; thus, demographics are a very important aspect of media planning in matching the media with the market. Each demographic category is broken down (by the various research companies) according to its characteristics.

This kind of targeting is all well and good and has it's place, but all of the scientific targeting in the world means ABSOLUTELY NOTHING if you don't communicate with a persuasive message that helps you accomplish your goals as a business.

I mean in reality, decisions are not made in a vacuum and if someone outside this target demographic wants your product or service, would you take their money? Of course you would.

But if your message is weak, you won't have to worry. No one in any demographic will try to buy from you.

So, to help, I am leading the fight for making Wordographic Targeting the new standard for advertising and marketing planning. Here is my initial definition for the next edition of the dictionary :

Wordographic Targeting is insuring that messages are salient and/or persuasive to potential consumers that may cross many socioeconomic factors such as age, income, sex, occupation, education, family size, etc. Wordographics insure that consumers are responding to a message that will help the advertiser accomplish their goal(s). Advertisers are often misled by traditional media planning to define their target market in terms of demographics. While much harder to measure and execute, wordographics are the most important aspect of any media planning because it matches the marketing / advertising message with the advertiser's needs and allows for real measurability in the success or failure of advertising / marketing plans. 

How is YOUR wordographic targeting?