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Losing a Generation - A guide to understanding and developing a customer-centric marketing strategy


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There is so much more brands can learn about moving beyond a ‘one-size fits all’ marketing campaign.

Discover how a customer insight marketing strategy will change your game forever.

You’ll discover:
- The myths and realities of key demographic groups
- How to capture your customers’ voice from the crowd
- How to create personalised experiences that will grow your brand

Published in: Marketing
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Losing a Generation - A guide to understanding and developing a customer-centric marketing strategy

  1. 1. 1 2 – Introduction 3 – Defining a Generation Myths and Realities of the five main demographics 38 – Customer Limitations Breaking down to crowd 41 – The Differences The importance of insight 45 – Getting Personal How to use your learnings 48 – How Close is Close? A case study in personalising your brand 51 – Key Takeaways 53 – Let’s Talk
  2. 2. There is so much more brands can learn about moving beyond a ‘one-size fits all’ marketing campaign. Discover how a customer insight marketing strategy will change your game forever. You’ll discover: - The myths and realities of key demographic groups - How to capture your customers’ voice from the crowd - How to create personalised experiences that will grow your brand 2
  3. 3. This Is My Generation, Baby. “ - The Who 3
  4. 4. People try to put us down? Well, they’re probably talking about My Generation. The world as we know it can now be split roughly into five stereotypical age-categories and we sure do have an opinion on each. Take a walk through our guide to the Generations and the myths that surround each of them. 4
  5. 5. Silent Generation Born 1945 and before 13% of the population (approx. 8.5m) Source: ONS 5
  6. 6. “They’re all just grumpy grandparents.”6
  7. 7. Happiness increases with age. Despite being painted as the doom and gloom generation, our grandparents are loving life, scoring a whopping 66.7% on the Happiness Score Source: Prosper Insights and Analytics 7
  8. 8. “Set in their ways.” 8
  9. 9. of people over the age of 65 use the internet regularly and the majority (88%) use email The way we consume media has evolved dramatically during the 21st century, but that doesn’t mean the Silent Generation are refusing to change Source: Pew Research Centre 9
  10. 10. Baby Boomer Born 1946 to 1964 23% of the population (approx. 14.8m) Source: ONS 10
  11. 11. “Lead inactive lives.” 11
  12. 12. The next generation of travellers 34%of Baby Boomers are motivated to travel internationally to tick something off their bucket list and experience something more life-changing. This is significantly more than the 19% of Millennials who have the same motivation. Source: AARP Research 12
  13. 13. “Digital Dinosaurs.” 13
  14. 14. They might not be early-adopters but Baby Boomers should never be described as living in the Jurassic era 77%of Baby Boomers between the ages of 50 and 64 describe their smartphone as “freedom” Source: Pew Research Centre¸ 14
  15. 15. “Unsocial Media Users.” 15
  16. 16. Baby Boomers are 19% more likely to share content compared to any other generation, reinforcing the notion that Facebook’s demographic is trending slightly older. The Rise of the Over- Sharing Parents Source: Digital Trends¸ 16
  17. 17. Generation X Born 1965 to 1976 20% of the population (approx. 13m) Source: ONS 17
  18. 18. “Cynical middle child.” 18
  19. 19. Source: E-Marketer They grew up in an era of turmoil, repression and divorced parents, as well as being sandwiched between the loud Boomers and shouty millennials. However, that does not mean brands should forget about them. X-ers can also be incredible brand loyal. In fact, 40% will stick with a brand once they know what they like. 19
  20. 20. “Uninterested.” 20
  21. 21. They’re actually prime for targeting – Generation X consume media across, blending the online and offline worlds. 48% still listen to the radio, 62% still read the newspaper but 60% are also active daily smartphone users. Source: Forrester Research 21
  22. 22. “Wants to be ignored.” 22
  23. 23. Despite being known as the Latch-key kids, X-ers refuse to sit back and be unheard with the majority taking to social media to speak out. 95% have a page on Facebook, 35% have LinkedIn profiles, and 25% regularly post to Twitter. Source: Forrester Research 23
  24. 24. Millennial Born 1977 to 1995 21% of the population (approx. 13.8m) Source: ONS 24
  25. 25. They’re lazy snowflakes. “ ” 25
  26. 26. They may take an easier route than other generations but that doesn’t mean they sit back. of millennials say that competition is “what gets them up in the morning” compared with 50% of Baby Boomers 59% Source: The Economist 26
  27. 27. An overwhelming sense of self- entitlement. “ ” 27
  28. 28. Why not flip this sense of entitlement on its head? of Millennials say a sense of purpose was the main reason why they chose to work for a certain company 60% Source: Deloitte 28
  29. 29. Selfish narcissists who only care about themselves. “ ” 29
  30. 30. Yes, their goals are to be successful and will often stop at nothing to get there but that doesn’t mean they disregard their peers. of Millennials read other people’s opinions before they purchase and 84% are influenced by user- generated content before they make decisions. 73% Source: Bazaar Voice 30
  31. 31. Gen Z Born 1996 and later 22% of the population (approx. 14.5m) Source: ONS 31
  32. 32. They all have short attention spans. “ ” 32
  33. 33. 64%are more likely than other generations to trust somewhat or completely the content on mobile apps from brands, as well as text messages from brands. They grew up with knowledge at their fingertips but that doesn’t mean they won’t listen, you just need to be succinct. Create engaging online content and you’re winning. Source: Grail Research 33
  34. 34. Well, they’re all just the same these days. “ ” 34
  35. 35. Their digital footprint does not mean they’re all the same. They are more likely to demand diversity than any other age group. are the first truly global community of thinkers and have come of age during a time of same-sex marriages and female leaders are at the forefront of the conversation. Generation Z 35
  36. 36. They only do things to show off. “ ” 36
  37. 37. 77%of Z-ers say they use Snapchat daily, compared to 76% using Instagram and 66% using Facebook daily. Their older brother and sister may be addicted to posting selfies for the world to see, but this group are part of the private social media era. Source: SCG 37
  38. 38. There’s a Limit to Your Love. “ - James Blake 38
  39. 39. But how does a new understanding of the generations help? The warning for all brands is that every person can be categorised. Lumped together by their age. Limited by a perception in the media. - Ludwig Wittgenstein The limits of my language are the limits of my world. “ ”39
  40. 40. But we all know the truth. Everyone is different. Every crowd is filled with individual voices of varying opinions, values and strength. If a brand limits its understanding of its audience, it limits the potential to grow. The way to develop a brand’s strategy is to debunk the internal myths you have about the “customer” and start learning their language. 40
  41. 41. Getting to Know You, Getting to Know All About You. “ - Julie Andrews41
  42. 42. The majority are assuming you want something, right? Arrogantly suggesting you need what it’s offering. How many brands do you think truly understand what you want as a customer? But what if you were asked what you want? Then they would offered exactly what you needed…42
  43. 43. … and you’d be more tempted to buy. To spend more of your hard-earned cash on something that fulfilled an actual requirement. Understanding a customer’s needs isn’t as difficult as you may think. 43
  44. 44. Having a customer insight approach should be at the forefront of your marketing strategy if you want to succeed in this consumer-savvy world we now live in. Focus on the customer. Learn what they need. And tailor your approach to the individual instead of trying to shout the loudest. Learn more about creating a customer-centric marketing strategy. 44
  45. 45. In Case You Don’t Find What You’re Looking For “ - Demi Lovato 45
  46. 46. It used to be that a personalised “Hi Name” in your inbox was enough to impress a customer. Now, in a world of savvy consumers across multiple platforms, your customer can and will demand more. After learning more about your customer and how you can customise your messaging to have multi-layer appeal, you now need to look at how you can create intimacy on top of your identification. 46
  47. 47. Do you have the same experience on your website for every customer? How do you store then utilise your data? What about your social outreach? And cross-channel messaging? If you don’t know the answer to these questions then stop and think about how important your customer is to your marketing strategy. Now learn more about how personalisation can evolve your marketing. 47
  48. 48. (They Long to Be) Close to You. “ - The Carpenters 48
  49. 49. The global coffee giant has moved beyond just serving you a morning cup of Arabica beans. They’re also serving up intimate brand experiences by the venti-load. Starbucks. Where Personalisation Works. "Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time." 49
  50. 50. How have they tailored your experience to strengthen the brand? - Scrawling your name on every cup of Joe you consume - Offering special discounts on your favourite drink – as long as you sign up for their reward card - Developing an app that knows your drink and also suggests the perfect food serving to go with it You might not be Starbucks number one fan but they certainly make you feel special when you walk through the door. Starbucks getting to know you… 50
  51. 51. Although We've Come To The End Of The Road “ - Boyz II Men 51
  52. 52. Customers grow a brand. Ultimately, you can spend millions on a multiplatform marketing campaign but if you lose sight of what your customer wants, then you will lose out on future engagement and fail the longevity of your brand. Focus on the end-user now and they will grow your brand in the future. This saves you money, expands your reach and creates lifetime affiliates which is the best marketing you can ever achieve. Every generation has their thing, don’t let it define them. A lot of brands fall victim to stereotyping their audience and playing to the myths that surround them. Gen X-ers may have a reputation for being hard to target but that doesn’t mean you should ignore them. Nor does it mean you have to adopt a stereotypical “youth’ voice just to reach out to Millennials. Gain a deeper understanding of your customer and establish an authentic tone of voice. Your customer will thank you for it. No two customers are the same. Equally, you shouldn’t treat all of your customers the same. The digital world is evolving which is enabling brands to personalise their customer journey so it’s unique to them. The more you adapt to the customer, the more personal their interaction with your brand and the more emotionally connected they will feel. 52
  53. 53. The experience your customer has with your brand is Loaded Hype’s specialism. We listen. We learn. You grow. Let’s talk // @loadedhype