Why Most Brands Fail at Audience-Centric Marketing - And How Yours Can Succeed  - Key Takeaways

In an increasingly noisy and saturated market, brands often claim to be audience-centric. Yet, a deeper dive into their strategies often reveals a focus on product features and benefits rather than genuine audience understanding. True audience centricity goes beyond lip service — it requires a deliberate, strategic approach rooted in empathy and insight.

“It really only is an insight if it unlocks an opportunity for a brand”

At Knotch’s recent workshop, Kate Barchie (Content Strategy Lead Novartis), Jeremy Diamond (Partner, Chief Strategy Officer Distillery) and Franklin Parrish, Head of Brand, Marketing and Creative Services, Kaiser Permanente shared their expert perspective.  Here are the key takeaways from our discussion:

The Shift from Product-Centric to Audience-Centric

Many marketers are accustomed to touting the features of their products. The problem is that this approach assumes customers will adjust their needs to fit the product, rather than the product fitting into their lives. 

Audience-centric marketing, however, prioritizes understanding the emotional motivators, pain points, and desires of the audience. It’s less about “making your whites whiter” and more about the deeper significance — helping someone feel they’re taking better care of their family.

Jeremy Diamond emphasized that most brands aren't truly audience-centric. They’re often profit-centric, treating the audience as a means to an end. For genuine audience centricity, brands must see their audiences as people with real hopes, dreams, and anxieties.  Or in the immortal words of Bruce Springsteen

"Meet me in a land of hope and dreams"

Insights vs. Information: Digging Deeper

One of the most significant challenges in becoming audience-centric is understanding the difference between information and insight. Many brands mistake surface-level facts — demographics or behaviors — for meaningful insights. True insights answer the deeper “why” behind behaviors.

Diamond pointed out that most companies are drowning in data but lack a true understanding of their audience. Surface-level data like age or income is not enough; the real gold lies in psychographic insights — understanding mindsets, fears, and motivations.

For example, a brand targeting parents might know they value safety. However, the deeper insight may be that their fear isn't just about physical safety but about being perceived as a responsible parent. This distinction shapes content that resonates.

“The closer you can get to the person you are trying to reach, the better”

Relevance in a Saturated Environment

Today's audiences are bombarded with content. To stand out, brands must demonstrate a genuine understanding of their audience. Kate Barchie from Novartis highlighted the need to consider not just the audience’s relationship with the product, but their broader context — how they entertain themselves, solve problems, and make decisions.

If brands can't connect quickly, audiences disengage. Knotch’s research suggests that if content doesn’t deliver value in the first two minutes, audience perception of the brand deteriorates. In this context, audience-centricity is not just an advantage; it’s a necessity.

Balancing Personalization and Brand Consistency

Personalization is a powerful tool for audience-centricity, but it comes with risks. Over-personalization can dilute a brand's identity. Franklin Parish from Kaiser Permanente emphasized that while creating specific value propositions for various segments is necessary, it should never contradict the brand’s overarching promise.

Effective audience-centric marketing balances personalization with brand consistency. Brands should adapt messaging to resonate with specific audiences while ensuring every touchpoint reinforces their core promise.

“Content needs to be relevant, timely, and has to fill a need, whether a stated one or not”

Measuring Audience Centricity

How do you know if you're genuinely audience-centric? The answer lies in your ability to drive meaningful behavioral change that positively impacts both the audience and your business.

“Nothing speaks better than metrics and results”

Metrics like Net Promoter Score (NPS) are effective because they capture the willingness of your audience to recommend your brand — a significant indicator of trust and relevance. High engagement metrics like video completion rates or scroll depth can indicate whether your content resonates.

Action Plan: Becoming More Audience-Centric

1. Develop Deep Insights: Move beyond demographics. Use qualitative research methods like ethnography, in-depth interviews, and behavioral data to uncover the “why” behind behaviors.
2. Map the Audience Journey: Understand each stage of your audience's journey. Identify emotional motivators and pain points, and tailor your messaging accordingly.
3. Build a Strong Brand Core: Define a brand promise rooted in genuine insights. Ensure all content — personalized or broad — reflects this central promise.
4. Personalize Thoughtfully: Use AI to personalize messaging without diluting your core brand. Keep personalizations relevant, consistent, and reflective of your audience's deeper needs.
5. Measure and Optimize: Use tools like NPS, engagement analytics, and conversion pathways to assess effectiveness. Continuously optimize based on data-driven insights.

Conclusion

Becoming audience-centric is a continuous journey, not a one-time effort. By understanding and respecting your audience as real people, you can craft more impactful, relevant marketing that resonates, builds trust, and drives business growth.

Published March 24, 2025