opinion
Over 50 years ago the National Readership Survey (NRS) first created its 'social grade' system, grouping together readers of newspapers and other publications, based on the occupation of the chief income earner in each household. The resulting method of categorisation has gone on to become a widely used tool in the advertising and marketing world.
But whilst the full set of classifications can segment consumers into rough groups based on occupation, the general and well used 'ABC1' description is merely shorthand for any and every consumer who fits into the social band of 'middle class'. In a marketing environment where targeting is key it seems strange that such a sweeping classification, which includes millions of consumers, should be so frequently used when it comes to list profiles.
As someone who has been working in the list industry for over 20 years, I know my way around the lists available in the market. Perhaps at the start of my career, when analytical capabilities were not as advanced as those we enjoy today, ABC1 was a helpful way of prefixing the content of a list, guaranteeing at least some level of quality based on class.
In today's list market however, things are very different. Analytics, data collection and quality have come on ten fold in the last few years, and every list that's offered to the open market should be presented with a much richer and more accurate socio-demographic picture of the types of consumers it offers.
But too many still default to using ABC1 when they either don't know the source and content of the list in enough detail, or when they're simply trying to deflect attention from poor quality data. Is it any wonder that clients are more reticent to invest in a list that on face value, they know very little about?
Perhaps the list industry needs to challenge itself to stop using outdated cluster classification methods and instead embrace the wealth of powerful profiling tools available. Surely increased accuracy and dissemination of information benefits all parties?
The list owner sees an uplift in sales as a result of the list being tested for campaigns potentially not previously considered. The broker has a more concrete/informed rationale when proposing a list and the client should see better results as a result of a closer match with their existing customer base. Ultimately, the consumer should receive a more relevant communication.
We are marketing in the 21st century, so isn't it about time we started using 21st tools and terminology?
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