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Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
Meeting Gen C Who are they and what do they need?
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Meeting Gen C Who are they and what do they need?

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Digital technology has changed the way people consume digital media; anyone can produce content: can be a moviemaker, a blogger or a musician. GenC: the consumers who produce and share their own …

Digital technology has changed the way people consume digital media; anyone can produce content: can be a moviemaker, a blogger or a musician. GenC: the consumers who produce and share their own content. They mix their own music, edit their own videos, and post their photos and comments on the web. What does GenC mean to digital media producers? How do you proactively interact and engage with GenC? This panel discussion will provide an overview of GenC and will also examine the impacts (or not) that digitally minded people have on different industries.

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  • 1. www.jakepearce.com – breakthrough strategy
  • 2. www.jakepearce.com – breakthrough strategy
  • 3. Myth Busting
    • C = Young
    • C = Digital Driver
    • C = “The internet”
    www.jakepearce.com – breakthrough strategy
  • 4. 1. Y oung|Demographic
    • B’mers 43-60
    • X 61-81
    • Y 82- 02
    • Z 03-
    www.jakepearce.com – breakthrough strategy
  • 5. Gen C in a word www.jakepearce.com – breakthrough strategy 1. P sychographic C
  • 6. 1. P ’graphic | D igital Influencers www.jakepearce.com – breakthrough strategy 10% Source : Citizen Marketer – Huba & McConnel 2003
  • 7. 1. Y oung |A ll going Native !
      • Gen X – most likely to bank, shop on line
      • Boomers most likely to book travel on line
      • Silent Generation (64-72 years old ) up there with Gen Y on e-mail
      • Biggest increase in internet use since 2005 is in the 70-75 age group
    • Pew “Generations on line in 2009” http://pewresearch.org/pubs/1093/generations-online
    www.jakepearce.com – breakthrough strategy
  • 8. 1. A ll going Native Now Future Madness
    • Estimated 60% will put US content on-line (next 4 years)
    • By 2012 it is estimated half of all advertising will be personalised on your mobile
    • By 2040 it is estimated half of all leisure time will be spent in Second Life equivalents
    • Tencent has 300 million users and produces nothing – except digital icons – sales 1.8billion US
    www.jakepearce.com – breakthrough strategy Source : IBM, McKinsey, Technorati and Bridge Ellis
  • 9. 2. D oing |Digital Driver www.jakepearce.com – breakthrough strategy
  • 10. 2. B eing |Overloaded leads to CONTROL www.jakepearce.com – breakthrough strategy
  • 11. 2. C = Control www.jakepearce.com – breakthrough strategy control
  • 12. 3. So what? Wrong focus Messaging vs Connection www.jakepearce.com – breakthrough strategy
  • 13. 3. S o what? WOM drives digital and marketing doesn’t ‘get it’/overlooks it www.jakepearce.com – breakthrough strategy WOM = 80% Digital = 20%
  • 14. 3. So what? The rise of Referral Marketing www.jakepearce.com – breakthrough strategy GEN C “ talk more than they type”
  • 15. Myth Busting
    • C = Ageless
    • C = Control
    • C = Referral Marketing
    www.jakepearce.com – breakthrough strategy

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