Marketing Beyond Demographics: Insights from K:Bos
I recently attended the K:Bos conference with Klaviyo, and the sessions were full of bold ideas about where marketing is headed. Below are some of the most powerful takeaways — and why they matter for any brand looking to grow in today’s culture-first, AI-driven landscape.
Marketing Is Observation, Not Demographics
One of my favorite speakers at the event was Omar Johnson, AI Thought Leader and former Head of Marketing for Beats headphones. Many of these notes and key takeaways are from his session “AI’s Next Wave”. He posited that traditional demographics - age, gender, income - only tell part of the story. Real marketing power comes from understanding behavior. Why people use products, how they signal identity, and where they form community matters more than static labels.
Think about headphones. They’re not just for listening to music:
Noise blockers (boyfriend, train, office chatter).
Fashion accessories.
Identity statements (athletes, colleges).
“Best gift ever.”
A way to block out the world (22% of women wear them with no sound).
When we shift focus from “who” people are to “what” they do and why, we unlock more meaningful and creative ways to connect.
Shared Interests Win
The next wave of marketing isn’t about pushing messages - it’s about aligning with shared interests. Nike listens to athletes, not just consumers. Communities form around pride, identity, and culture.
The lesson? Marketing 3.0 is about shared belonging. The brands that win are the ones that bridge gaps between people, not just sell to them.
Culture, Confidence, and Creativity
Great marketing mirrors culture. It’s authentic, confident, and often risky. Playing it safe is actually the bigger risk - blending in means disappearing.
Entertainment > Marketing: No one wants to follow a brand, but people will share entertaining or inspiring stories.
Creativity is a muscle: Test small bets to find the big wins.
Humor + Culture: Comedy and commentary make campaigns cheaper, faster, and more shareable.
AI as a Bridge, Not a Barrier
AI isn’t just about speed — it’s about using data to get closer to customers. Think segmentation that predicts next-best products, personalized experiences across channels, and customer hubs that unify every interaction.
When used well, AI helps you:
Minimize drop-offs in the funnel.
Build smarter loyalty programs.
Deliver relevant product recommendations.
Create personal, human-feeling marketing at scale.
Black Friday & Cyber Monday: A Test of Strategy
The countdown to BFCM is on — and the competition is fierce. A few key lessons stood out:
47% of sales come from existing customers. Loyalty pays off.
Acquisition costs are 5x higher than retention.
Omnichannel matters: 77% of consumers shop across 3–4 channels.
AI shopping assistants are on the rise (54% of consumers plan to use them).
Offer strategies that go beyond the typical “sitewide discount”:
Daily product drops.
Bundles and tiered savings.
Gift-with-purchase.
Mystery deals to drive traffic.
VIP exclusives and early access.
The goal? Build momentum, not just a single sales spike.
People Buy From People
The human side of marketing still rules:
SMS selfies and voice notes in DMs feel personal.
IRL meetups and community groups deepen loyalty.
Gifting is a powerful purchase driver.
The thread across everything: authentic connection. Customers want to belong, be entertained, and feel seen.
Key Takeaways
Stop over-indexing on demographics. Focus on behavior.
Build around shared interests. Culture drives connection.
Entertain and inspire. Risk is safer than blending in.
Use AI to personalize. Bring customers closer, not push them away.
Plan for loyalty. Your existing customers are your best growth channel.
Marketing has always been about people. Now, more than ever, it’s about showing up authentically, building cultural relevance, and creating something worth sharing.
