The shift from solely demographic marketing (which explains who your buyer is) to include psychographic marketing (which explains why they buy) has paved way to a more heavily influenced consumer.
If consumer behavior is looked at as a funnel, destination is the first deciding factor, then the room was the last buy. All digital channels are the influencers, swirling around the consumer. Only understanding the demographics of a consumer is not enough. Engaging in their digital sandbox with a consistent effort will funnel your asset to the top. It remains easy to set it and forget it when it comes to many digital platforms; however, as in a sandbox, “your” consumer is playing with many digital influencers.