Do you realize Brad Pitt and Madonna are Baby Boomers? Yep. This report will make you look at Boomers differently. See what your brand can do to reach a generation that is 80 million strong!
Millennials have gotten more attention, but aging baby boomers represent a vast opportunity for marketers at consumer goods and other companies. Based largely on research by ReD Associates, our collaborative paper explores how you can effectively address boomers' changing roles, lifestyle shifts, major purchase patterns, and other behaviors and characteristics.
Marketing to Seniors: 6 Myths vs. RealitiesNextpoint
The text in this SlideShare originally appeared in an orange magazine article titled "Senior Moment," by Rebecca Rolfes. orange is a content marketing magazine published by Imagination, a Chicago-based content marketing agency for thought leaders.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
This is the March 2009 edition of the Luckie-produced Generational News & Views newsletter. It takes a quick topical look into the lives of Baby Boomers, Gen Xers and Gen Y.
OMD set out to understand the rapid
transformations changing the country and its
people through our new study: The Future of China.
We spoke to more than 2,500 people and
uncovered profound insights into their hopes,
fears, and dreams.
Insight You Need to Successfully Market to Tweens and TeensAquent
Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. The lives and minds of this dynamic group are ever-changing, so it's essential to gain a better understanding of our youth today before launching your next youth-oriented product or marketing campaign. Much of Brenda Hurley's time is focused on C&R's youth business, providing research and consulting services to clients through its KidzEyes and TeensEyes Divisions. She was also very involved in this year's launch of YouthBeat, C&R's syndicated report covering the attitudes and behaviors of today’s youth.
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
Millennials have gotten more attention, but aging baby boomers represent a vast opportunity for marketers at consumer goods and other companies. Based largely on research by ReD Associates, our collaborative paper explores how you can effectively address boomers' changing roles, lifestyle shifts, major purchase patterns, and other behaviors and characteristics.
Marketing to Seniors: 6 Myths vs. RealitiesNextpoint
The text in this SlideShare originally appeared in an orange magazine article titled "Senior Moment," by Rebecca Rolfes. orange is a content marketing magazine published by Imagination, a Chicago-based content marketing agency for thought leaders.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
This is the March 2009 edition of the Luckie-produced Generational News & Views newsletter. It takes a quick topical look into the lives of Baby Boomers, Gen Xers and Gen Y.
OMD set out to understand the rapid
transformations changing the country and its
people through our new study: The Future of China.
We spoke to more than 2,500 people and
uncovered profound insights into their hopes,
fears, and dreams.
Insight You Need to Successfully Market to Tweens and TeensAquent
Understanding the youth market is crucial for any company attempting to capture the attention of today's tween and teen consumers. The lives and minds of this dynamic group are ever-changing, so it's essential to gain a better understanding of our youth today before launching your next youth-oriented product or marketing campaign. Much of Brenda Hurley's time is focused on C&R's youth business, providing research and consulting services to clients through its KidzEyes and TeensEyes Divisions. She was also very involved in this year's launch of YouthBeat, C&R's syndicated report covering the attitudes and behaviors of today’s youth.
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
This is a presentation China Youthology did on the preconference ‘US & Global Youth & Youth Marketing’ of Ypulse Mashup 2010 in San Francisco.
With a 20-min speech, we talked about current youth marketing communication messages and how deeper cultural understanding of youth can lead to communication messages that resonate. The presentation is designed to give a big picture for an audience who have not came to China market before. If you care to know more nuances and deeper insights, you can check out: http://www.slideshare.net/chinayouthology/china-youth-trends-and-biz-implications-china-youthology-1361450
Aside from the ‘dreams and desires’ of youth, it is equally important to understand the ‘anxieties and contradictions’. Insights into the macro context is especially critical to understand youth, especially in a fast-changing society.
LHBS continuously tracks changes in people, markets and technology to deliver curated and customised information to different organisations.
With a team of researchers collecting data on a daily basis for the Inspiration-Hub– an internal digital tool to monitor change and deliver relevant insights and inspiration– we would like to share these findings with our readers in a new way.
This presentation includes some of the most inspirational examples we have recently stumbled upon in the areas of marketing, service and product innovation.
Xoomers // The Not So Micro-GenerationMatt Clayman
Say hello to Xoomers, born between 1956 & 1964, who are breaking the mold for what over 50 looks like. Making up over 38% of the over-50 population, Xoomers are a not so micro-generation you can’t afford to miss. All it takes is 8 slides to learn how to gain marketing tips and insights into this often overlooked, yet vital generation.
Tweens . . . not Kids, not Teenagers - The 'in-between' Age1 HQ
This is my MA Advertising dissertation - The goal of the document is to provide ad agency's, clients, and current/ furture tween brands with a platform to begin their tween campaign. From this you will be able to get a sense of who exactly tweens are, what they do, how they think, and the best methods to reach them. My role in an ad agency is that of an account planner - a position that researches, finds strategies & provides insights. I approached my dissertation from a planner's perspective & really enjoyed the hundreds of hours I spent researching and writing about tweens. I would kindly appreciate any comments and feedback! Thanks - Colleen
Millennials: Who are they? What do they like? And how do they differ from previous generations, especially in terms of digital purchasing expectations and behavior? Find out here.
This E-Book peels back the layers and uncovers fundamental truths about demographics and lifestyle attributes Millennials share universally as well as how they can be segmented into unique groups. Take a closer look and see how wonderfully complex & awesome they are and how you can reach them more effectively.
Millennials are not shy and tell us exactly how they want to receive information and how they want to be targeted. Brands do not necessarily listen and frankly that is unacceptable.
The technology that is available in the marketplace has never made it easier for brands and marketers alike to design personal information streams tailored to the individual. Organizations are struggling to understand what is happening in their world. In past years, brands created campaigns designed for the masses.
Traditionally campaigns were targeted at a specific segment of the population, but that is as far as it went. There was no thought or plan targeting the consumer at the individual marketing level. Millennials count for 2.5 billion people, nearly 35% of the world's population and have undoubtedly ushered baby boomers out of the "buying power" seat with social media as their biggest ally. The estimated millennial spending in 2015 is expected to reach $2.45 trillion globally. All those dollars up for grabs it is no wonder companies are feeling the pressure.
As the whole world is going digital, it is not surprising Millennials or otherwise known as the "Y" Generation have rapidly transformed the way brands interact with the customer. The main focus of organizations is to create marketing strategies that will engage customer behavior through their desired communication channel. The advancement of technology has transformed the way millennials expect brands to accommodate their wants and needs. Millennials want a brand to have socially conscious platforms that are committed to making a difference in the world. Millennials want it all and are not afraid to ask for it. Above all, they want to buy from a company who makes them feel special and values their loyalty.
Millennials are shaking up the way organizations communicate with customers and compelling companies to update their entire business strategies to stay relevant. Organizations that embrace the changes millennials are demanding are seeing an increase in customer acquisitions and retention. A brand that is going to give them the personalized treatment they expect will be laughing at their competitors all the way to the bank.
Brio is an experience sharing platform that delivers meaningful experiences and connections for seniors at or near retirement. Brio came out of Northwestern's Design Innovation Program.
Painel apresentado por Edwin Wong - Vice Presidente de Pesquisa e Insights, Buzzfeed - no Evento ProXXIma 2018.
A Transformação Digital está e estará cada vez mais em todas as partes. Mas um grupo muito especial de cidadãos e consumidores lidera essa revolução: os jovens. Como falar com eles nesse momento em que tudo muda e o marketing das empresas tem que mudar também?
Heroes are known to be bold problem solvers who fight for good. Why then are Millennials known as the “hero” generation? And why does that answer matter to companies?
Millennials are the largest generation yet and are poised to change the world. Increasingly acting as agents of change, they not only expect to succeed at having an impact on the world, but also seek out brands with the same goals in mind.
Millennial expert Todd Metrokin, Vice President and Creative Strategist, Ogilvy & Mather Washington D.C., shares a deeper look at Millennial behaviors and how to market to this “hero” generation.
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
This is a presentation China Youthology did on the preconference ‘US & Global Youth & Youth Marketing’ of Ypulse Mashup 2010 in San Francisco.
With a 20-min speech, we talked about current youth marketing communication messages and how deeper cultural understanding of youth can lead to communication messages that resonate. The presentation is designed to give a big picture for an audience who have not came to China market before. If you care to know more nuances and deeper insights, you can check out: http://www.slideshare.net/chinayouthology/china-youth-trends-and-biz-implications-china-youthology-1361450
Aside from the ‘dreams and desires’ of youth, it is equally important to understand the ‘anxieties and contradictions’. Insights into the macro context is especially critical to understand youth, especially in a fast-changing society.
LHBS continuously tracks changes in people, markets and technology to deliver curated and customised information to different organisations.
With a team of researchers collecting data on a daily basis for the Inspiration-Hub– an internal digital tool to monitor change and deliver relevant insights and inspiration– we would like to share these findings with our readers in a new way.
This presentation includes some of the most inspirational examples we have recently stumbled upon in the areas of marketing, service and product innovation.
Xoomers // The Not So Micro-GenerationMatt Clayman
Say hello to Xoomers, born between 1956 & 1964, who are breaking the mold for what over 50 looks like. Making up over 38% of the over-50 population, Xoomers are a not so micro-generation you can’t afford to miss. All it takes is 8 slides to learn how to gain marketing tips and insights into this often overlooked, yet vital generation.
Tweens . . . not Kids, not Teenagers - The 'in-between' Age1 HQ
This is my MA Advertising dissertation - The goal of the document is to provide ad agency's, clients, and current/ furture tween brands with a platform to begin their tween campaign. From this you will be able to get a sense of who exactly tweens are, what they do, how they think, and the best methods to reach them. My role in an ad agency is that of an account planner - a position that researches, finds strategies & provides insights. I approached my dissertation from a planner's perspective & really enjoyed the hundreds of hours I spent researching and writing about tweens. I would kindly appreciate any comments and feedback! Thanks - Colleen
Millennials: Who are they? What do they like? And how do they differ from previous generations, especially in terms of digital purchasing expectations and behavior? Find out here.
This E-Book peels back the layers and uncovers fundamental truths about demographics and lifestyle attributes Millennials share universally as well as how they can be segmented into unique groups. Take a closer look and see how wonderfully complex & awesome they are and how you can reach them more effectively.
Millennials are not shy and tell us exactly how they want to receive information and how they want to be targeted. Brands do not necessarily listen and frankly that is unacceptable.
The technology that is available in the marketplace has never made it easier for brands and marketers alike to design personal information streams tailored to the individual. Organizations are struggling to understand what is happening in their world. In past years, brands created campaigns designed for the masses.
Traditionally campaigns were targeted at a specific segment of the population, but that is as far as it went. There was no thought or plan targeting the consumer at the individual marketing level. Millennials count for 2.5 billion people, nearly 35% of the world's population and have undoubtedly ushered baby boomers out of the "buying power" seat with social media as their biggest ally. The estimated millennial spending in 2015 is expected to reach $2.45 trillion globally. All those dollars up for grabs it is no wonder companies are feeling the pressure.
As the whole world is going digital, it is not surprising Millennials or otherwise known as the "Y" Generation have rapidly transformed the way brands interact with the customer. The main focus of organizations is to create marketing strategies that will engage customer behavior through their desired communication channel. The advancement of technology has transformed the way millennials expect brands to accommodate their wants and needs. Millennials want a brand to have socially conscious platforms that are committed to making a difference in the world. Millennials want it all and are not afraid to ask for it. Above all, they want to buy from a company who makes them feel special and values their loyalty.
Millennials are shaking up the way organizations communicate with customers and compelling companies to update their entire business strategies to stay relevant. Organizations that embrace the changes millennials are demanding are seeing an increase in customer acquisitions and retention. A brand that is going to give them the personalized treatment they expect will be laughing at their competitors all the way to the bank.
Brio is an experience sharing platform that delivers meaningful experiences and connections for seniors at or near retirement. Brio came out of Northwestern's Design Innovation Program.
Painel apresentado por Edwin Wong - Vice Presidente de Pesquisa e Insights, Buzzfeed - no Evento ProXXIma 2018.
A Transformação Digital está e estará cada vez mais em todas as partes. Mas um grupo muito especial de cidadãos e consumidores lidera essa revolução: os jovens. Como falar com eles nesse momento em que tudo muda e o marketing das empresas tem que mudar também?
Heroes are known to be bold problem solvers who fight for good. Why then are Millennials known as the “hero” generation? And why does that answer matter to companies?
Millennials are the largest generation yet and are poised to change the world. Increasingly acting as agents of change, they not only expect to succeed at having an impact on the world, but also seek out brands with the same goals in mind.
Millennial expert Todd Metrokin, Vice President and Creative Strategist, Ogilvy & Mather Washington D.C., shares a deeper look at Millennial behaviors and how to market to this “hero” generation.
Variedades OSDI ofrece una gran variedad de productos en el ramo de papelería y productos para la modistería, brindando un servicio oportuno en la atención del cliente.
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
Created in Adobe InDesign, this press kit encourages potential sponsors to partner with CARE Oklahoma while also exposing their own brand to leaders in the long-term care profession
Baby Boomers: The sweet-spot demographic in the middle of the actionBOOMbox Network
Marketing lessons about talking to the baby boomer audience. Where are they? What are they doing? What do they think? How can you tell them about your products and services?
The post-World War II generation - What baby boomers want knowConversion Fanatics
Why do so many marketers overlook the buying potential of the baby boomers age group, excluding them in favor of the 25-49 cohort? Research shows that this is a habit that marketers need to break.
Gallup delivers analytics and advice to help leaders and organizations solve their most pressing problems. Combining more than 80 years of experience with its global reach, Gallup knows more about the attitudes and behaviors of employees, customers, students and citizens than any other organization in the world.
The 5 keys to engage Millennial thinking - Fintech Americas, Miami October 2015Juan Lopez Salaberry
A fresh perspective on millennial thinking with 5 actionable items you can apply today to increase engagement with the generation that will represent 75% of the worldwide workforce by 2025. Presented at Fintech Americas in Miami.
The Millennials are aged between 18 and 33 and they will earn $200 billion annually starting in 2017. But who are they? What are their attitudes, what do they value? Imagination explores the Millennials in this short presentation. For a longer deck or to discuss a presentation please contact garreth.owen@imagination.com.
A half day event hosted by Smoking Gun MD Rick Guttridge to celebrate the launch of its Marketing To Millennials guide. Three leading experts shared the stage to dissect the millennials label, understand the pressures affecting them at work & what makes them happy and finally a look at how to brands can be relevant and reach this audience. To view speaker videos or download the report, visit https://www.smokinggunpr.co.uk/the-millennial-mindset-event/
Similar to Boomers Aren't Dead Yet: Insights Report October 2013 (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Boomers Aren't Dead Yet: Insights Report October 2013
1.
2. 2
don’t foRget the BooMeRs
TO STAY FRESH AND RELEVANT, MARKETERS OFTEN SEEK THE NEXT
BIGGEST CONSUMER TARGET...
...CULTIVATING RELATIONSHIPS NOW THAT DRIVE TOWARD LONG-TERM BRAND LOYALTY.
The most recent generation to see this attention — and one worthy of focus with their
significant purchasing power and social influence — is the Millennial segment (age
18-34). We wrote about them in our last paper, and agree that they are a massive
generation that is set to change the face of marketing as we know it.
Yet, we CAN’T FORGET THE BABY BOOMERS. These consumers (born 1946-1964) are
the parents of “generational influence” and proved to be one of the most marketingfriendly consumer groups in history. THEIR SIZE AND PURCHASING POWER CARVED
THE PATH UPON WHICH MILLENNIALS NOW WALK, and taught marketers a thing or two
about the value of paying attention to the wants and needs of the people buying their
products and services.
THIS GENERATION IS ALIVE AND WELL, with still critically important “chops” in their share
of purchasing power — THE “SILVER TSUNAMI” that, while it may be slightly different
in the types of products and services in which they are interested, is still impactful and
worthy of continued attention.
In general, there are some misperceptions that exist about Baby Boomers, as well as
some still-strong marketing opportunities that speak to the VALUE THIS GENERATION
STILL HOLDS.
3. 3
BooMeRs hAven’t stopped BooMIng
MYth: Boomers have already lost significant size and spending power and share of the market.
ReAlItY: Boomers number roughly 80 million and exert considerable financial control of the marketplace (and will
continue to do so for years to come).
50
50
BY 2017,
%
BOOMERS ARE SET TO
70 34 15
CURRENTLY, BOOMERS
CONTROL
%
ADULT POPULATION
WILL BE AGED
WHILE THE 18-49
POPULATION IS
EXPECTED TO GROW
12
%
BY 2030, the 50+
OF ALL INCOME.
U.S.
DISPOSABLE
INHERIT
O F T H E U. S.
$
+
POPULATION WILL GROW
%
TRILLION
IN THE NEXT 20 YEARS.
Source: Nielsen and BoomAgers Report, 2012.
4. 4
theY ARen’t who You thInK theY ARe
While much research has been conducted over the years to understand and predict Boomer
behavior, they have proven to be highly adaptable to change. Much of what you might have
thought about Boomers may be inaccurate or dated.
MYth
MAnY BelIeve BooMeRs ARe…
ReAlItY
But In ReAlItY, BooMeRs ARe…
…following traditional pathways to
retirement and looking to settle down.
…bridging the gap between their careers and
retirement with non-traditional activities.
…“set in their ways,” less active
and less open to change.
…seeking new experiences and building new
connections that enrich their lives.
…stingy with their money and losing
significance as consumers.
…influential consumers willing to spend their
hard-earned money on things that matter.
…increasingly out-of-date and
out-of-touch with modern society.
…young-spirited, fighting to stay
current and relevant.
5. 5
new pAthwAY to RetIReMent
tRAdItIonAl lIfe stAges
educAtIon
Previous generations have followed a sequential pathway through
three distinct life stages: education, then work, then retirement.
woRK
BooMeR lIfe stAges
RetIReMent
Boomers have rewritten the traditional path and blurred the lines between life stages. In effect,
they are exercising their freedom of choice, while still remaining committed to their goals.
educAtIon
• “If I stop learning, I stop living.” Many Boomers seek opportunities for continued learning and knowledge,
not only to sharpen skills for their current job, but to set the stage for personal enrichment and pleasure.
• As of 2012, 45% of adults aged 45-64 participated in adult education. MetLife Mature Market White Paper, 2012
woRK
• Financial strains resulting from the Great Recession, their children’s education costs and elderly
parent caregiving, many Boomers are postponing retirement.
• The number of workers over 65 is expected to grow by 80% by 2016. U.S. Bureau of Labor Statistics
RetIReMent
• Boomers are dipping in and out of retirement, mixing later life leisure with ongoing
work life to help themselves financially and stay active and relevant.
• 80% say they will continue working, even upon retirement. Del Webb Survey, 2013
6. 6
gRowIng oldeR
Boomers are changing the face of aging.
It is not about gettIng older, but finding ways to gRow older.
• As the healthiest, happiest, most educated, and most active generation ever to
come into retirement, Boomers are not ready to settle down as they age.
49%
• Instead, having come of age during a period of activism and social reform, they aren’t just
open to change, they are accustomed to it, often seeking ways to elevate their experiences.
• Rather than the traditional move to golf course communities upon retirement,
38%
28%
24%
Boomers are looking for living arrangements that foster active lifestyles.
21%
+ chAngIng geogRAphY: Relocating to cities with vibrant culture, outdoor
activities and social happenings.
14%
1996
2011
+ lIvIng Young: Looking for exciting and healthy activities that promote
physical/mental well-being.
NEW ENTREPRENEURS BY AGE
+ cultIvAtIng new: Building new relationships, experiences and connections to
expand and grow in all areas of their life.
KAUFFMAN INDEX OF ENTREPRENEURIAL ACTIVITY, 2012
Activities that enhance
health and well-being.
59%
Travel.
51%
Age 55-64
• Although many continue to work even after retirement, not all are
Nearing retirement, Boomers plan to focus on:
62%
Age 45-54
Reinvention and
self-discovery.
51%
Spending time
with family.
DEL WEBB SURVEY 2013; TRILOGY LIFESCAPE SURVEY
doing so out of necessity.
+ In 2011, Boomers produced the most new entrepreneurs of any
generation, demonstrating their need for enrichment and
continued learning.
+ 51% plan to avoid boredom and maintain a sense of purpose by
working. 46% say they “like to work.” Del Webb Survey 2013
7. 7
old MeAns gold
While Boomers face financial constraints, their ability and willingness to spend money has not been reduced,
but is simply more pragmatic and discerning toward what matters most.
pRActIcAl decIsIons
dRIve choIce of RetAIleRs
foR BooMeRs - 60% MoRe
thAn MIllennIAls.
MILLENNIALS
BOOMERS
• Unlike their parents, BooMeRs gRew up In A post-wAR peRIod of optIMIsM And
50%
Affluence, resulting in deep-seated “consumerist” values that persist today.
80%
• However, having faced a variety of fortunes and misfortunes in their lives, they demonstrate
pRActIcAlItY and sAvvIness in their decision-making.
Source: The Brodeur Partners’ Retail Relevance 2012 Study.
• While MARKeteRs ARe depRIoRItIzIng the potentIAl of thIs geneRAtIon As
“consuMeRs,” the reality is that they must keep fighting for their attention.
• Contrary to popular belief, Boomers are no MoRe oR less BRAnd loYAl oR pRIceconscIous thAn otheR geneRAtIons.
• However, to cultivate a relationship with them, Boomers expect to Be RewARded foR
theIR coMMItMent to brands.
BOOMERS REPRESENT…
62 80
%
AUTO SALES
%
LUXURY TRAVEL
J.D. POWER AND ASSOCIATES’ AUTO OFFLINE
MEDIA REPORT, WINTER 2012 NIELSEN AND
BOOMAGERS REPORT, 2012.
BOOMERS PURCHASE
CLOSE TO
50
%
of All cpg
pRoducts, But
less thAn 5 of Ad dollARs ARe tARgeted to theM.
%
Source: Nielsen and BoomAgers Report, 2012.
• As their children finally move out of the house and they move into later life, BooMeRs ARe looKIng foRwARd to spendIng theIR
hARd-eARned MoneY on theMselves.
• Over 2/3 plan to spend more time on their hobbies post-retirement.
• In particular, they are attracted by activities and brands that are updated versions of pRoducts theY gRew up wIth — enabling them
to tap into the happy emotional times of their youth.
9. 9
how do we engAge BooMeRs?
MotIvAtoRs
iNDepeNDeNce •
coNstaNt stiMulatioN •
tHirst for KNowleDGe •
connectIon oppoRtunItIes
• eNaBliNG a BalaNceD life
• coNtiNueD learNiNG
• Variety
New experieNces •
social coNNectioNs •
pHysical/MeNtal eNricHMeNt •
• eleVateD Quality of experieNces
• eNGaGeMeNt
• creatiVity outlets
practicality + iNDulGeNce •
atteNtioN aND wooiNG •
appreciatioN for loyalty •
• NostalGia
• exclusiVe offeriNGs aND cHoice
• rewarDs
respect aND Value •
releVaNce •
coNNectiVity •
• acKNowleDGeMeNt
• realisM
• youNG-as-you-act iNclusiVity
10. 10
Commitment to BOOMER Relevance
APPLIED MOTIVATORS / CONNECTION
3New/Quality of Experiences
3Young-As-You-Act Inclusivity
3Connectivity
3Respect and Relevance
toyota avalon
toyota venza
• In 2011, Toyota launched a campaign for Venza, which satirized
• Toyota recently launched a new Avalon campaign targeting
misconceptions about Boomers’ tech incompetence and boring
younger Boomers, in an attempt to lower the average Avalon
lifestyle.
owners’ age from 67.
• Toyota was effective in celebrating the outgoing and active nature
of Boomers, in contrast with younger consumers’ tech obsession.
• Success was achieved, with over 70% of Venzas sold to Boomers.
• The “Let’s Go Places” tagline encouraged Boomers to try new
experiences.
• The campaign utilized optimized messaging for tablets and
mobile devices, knowing that boomers are tech-savvy.
Source: toyota.com/venza
Source: pure9studios.com
11. 11
innovation FOR boomers
• Heineken utilizes its Ideas Brewery to crowdsource innovation. The April 2013 “Challenge” asked consumers around the world to
APPLIED MOTIVATORS / CONNECTION
3Variety/Thirst for Knowledge
3Exclusive Offerings
3Physical/
provide ideas for a new beer concept targeted at people age 60+ that would fit their lifestyle wants and needs.
• This brand demonstrated keen insight on the mindset of this target via the categories in which ideas had to flow to qualify for the
$10,000 prize.
+ Quality experiences
+ Learning and re-discovery
+ More time for social activities
• The winning idea was “Fahrenheit 60+,” a series of new tastes/brews with a unique story behind each within the Heineken brand.
Mental Enrichment
3New/Quality Experiences
Source: ideasbrewery.com
12. 12
connectIng: nutRItIon And nostAlgIA
• Declining category sales (fewer children and Millennials who sit down for cereal at breakfast) is driving cereal manufacturers to find
ways to make their products relevant again in expanded ways with adults. Specifically with Boomers who are still engaged with this
product for breakfast and as a snack.
ApplIed MotIvAtoRs / connectIon
3RewARds
3nostAlgIA
3BAlAnced lIfe
3connectIvItY
• Specific brand actions are leveraging trends among Boomers — happy nostalgic memories and increasing interest in health and
nutrition.
+ Lucky Charms is a brand “built” on Late Boomers (introduced in 1964), and with still-remaining value from a nostalgic
standpoint to this generation. New communication that helps adults remember “how good of a cereal it is” are resulting in
increased sales and growth in usage by adult audiences, including Boomers.
— “We know that adults have always loved Lucky Charms and by reconnecting them with the brand, we have reignited
their love of one of their favorite things from childhood.” (Carla Vernon, General Mills’ Marketing Director for Lucky
Charms.)
+ Kellogg’s is introducing multiple products with nutrition-based innovation, including:
Raisin Brand Omega-3 and Special K MultiGrain. Its Kashi brand will roll out a new Heart
to Heart product with flax and omega 3.
• These brands are attempting to stay relevant and evolve with consumer wants/needs.
Source: uncyclopedia.wikia.com/wiki/File:Lucky_charms.jpg
13. 13
pItfAlls of IgnoRIng BooMeR InsIghts
• In April 2013, Amazon launched its 50+ Active & Healthy Living store, a hub for Boomers to shop for health, beauty and
ApplIed MotIvAtoRs / connectIon
3
pRActIcAlItY And vARIetY
3
AcKnowledgeMent
ReAlIsM
Young-As-You-Act InclusIvItY
entertainment products.
• Items grouped on the site are likely accurate in their practicality for this audience, and the site does, in fact, contain items for both young
and old consumers, such as health/exercise, technology and travel.
• However, it also is “loudly visible” in what could be perceived as “products for the elderly,” i.e., mobility, incontinence, wrinkle creams,
hair coloring.
• Amazon has received significant negative feedback from those who feel the brand is generalizing the “needs” of the 50+ age group.
• The concept has legs, and depending on Amazon’s success with this idea, other retailers may follow suit. However, based on comments
from the retail industry and consumers across multiple independent resources, additional work is needed to better align the concept
with the reality of this consumer segment.
Source: betanews.com/2013/04/15/amazons-over-50-store-makes-me-puke/
14. 14
If nothIng else, Know thIs…
• In the mad dash to engage with Millennials, DON’T FORGET ABOUT
BOOMERS — they are an important consumer group.
• Opportunities for products/services and engagement exist with this
generation that go far beyond a narrowed focus on “gray hairs.”
• They represent A LARGE POPULATION BASE THAT HAS TREMENDOUS
SPENDING POWER.
• To be successful, marketers must understand their emotionally-charged
motivators, and implement actions that will relevantly connect and
cultivate loyalty. This means:
– DON’T STEREOTYPE this generation and the products and services
they need.
– Don’t use IMAGERY AND COMMUNICATIONS CHANNELS that are
not in touch with the reality of this consumer base.
– Remember their YOUTHFUL MINDSET, which helps them feel and
stay “young” longer.
– Respect their value and acknowledge their practical and
DISCERNING DECISION-MAKING EXPERIENCES.
– Engage with them in ways that REWARD THEM WITH CHOICES,
inclusivity, creativity outlets and new/elevated experiences that enhance
their lives.