In a world where we are surrounded by digital inclusivity in our lives, we are becoming more reliant on multitasking virtually as well as physically. Over at Laced, we have explored the nature of what this means and how it impacts and influences our daily lives as a business community, people, family life and consumer mindset. Take a look at our insights paper here for more information.
Generation Z is a generation unlike any other; as they mature and start to control rising volumes of spend, it is time to understand what makes them unique, what drives them to act.
There is no question the world has gone digital. This has
greatly impacted consumers’ lives and brought about
dramatic changes in marketing. For women, who still
do the majority of household purchasing in America,
digital communications fulfill unique needs, which in
turn offer marketers more engaging ways to connect
buyers with their brands. So we set out to understand
how marketers can make best use of all that the digital
realm has to offer.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
Generation Z is a generation unlike any other; as they mature and start to control rising volumes of spend, it is time to understand what makes them unique, what drives them to act.
There is no question the world has gone digital. This has
greatly impacted consumers’ lives and brought about
dramatic changes in marketing. For women, who still
do the majority of household purchasing in America,
digital communications fulfill unique needs, which in
turn offer marketers more engaging ways to connect
buyers with their brands. So we set out to understand
how marketers can make best use of all that the digital
realm has to offer.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
Presentation given to MBA students at Boston University School of Management's Internet Marketing class on June 21, 2010. Focus was on how big, established brands can succeed in this new environment of shifting demographics, social technology, and media proliferation.
It’s time for a move to the Middleburbs, where we take refuge in content safe havens and our brand expectations are continuously rising. And with a new generation of tech-obsessed consumers entering adulthood, today’s cultural landscape is changing and creating new opportunities for marketers. Mindshare North America's latest Culture Vulture Trends report is here, unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.
Everything Marketers Need to Know About Generation ZVision Critical
New data on Gen Z attitudes on media consumption, travel, financial services, health care, retail and more. This exclusive report also reveals important differences between Millennials and Generation Z.
The iGeneration: What Marketers Need to Know About Post-MillennialsKevin Alansky
The iGeneration: What Marketers Need to Know About Post-Millennials:
Based on the blog post that I wrote called "I Screen, You Screen, Kids All Scream For All Screens"
Read more: http://www.mediapost.com/publications/article/206859/i-screen-you-screen-kids-all-scream-for-all-scre.html#ixzz2fOeANybW
This presentation explores some of the trends and innovations that are shaping millennial vocabulary, addresses several of the biggest misconceptions about communicating with millennials, and shares tangible tips on how brands and managers can increase their ROI when it comes to their millennial audience.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?Dr. William J. Ward
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
- The digital landscape from a teen's perspective
- Social media facts and figures related to teen media usage
- Five tips to sparking valuable conversations through engaging content
Presentation given to MBA students at Boston University School of Management's Internet Marketing class on June 21, 2010. Focus was on how big, established brands can succeed in this new environment of shifting demographics, social technology, and media proliferation.
It’s time for a move to the Middleburbs, where we take refuge in content safe havens and our brand expectations are continuously rising. And with a new generation of tech-obsessed consumers entering adulthood, today’s cultural landscape is changing and creating new opportunities for marketers. Mindshare North America's latest Culture Vulture Trends report is here, unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.
Everything Marketers Need to Know About Generation ZVision Critical
New data on Gen Z attitudes on media consumption, travel, financial services, health care, retail and more. This exclusive report also reveals important differences between Millennials and Generation Z.
The iGeneration: What Marketers Need to Know About Post-MillennialsKevin Alansky
The iGeneration: What Marketers Need to Know About Post-Millennials:
Based on the blog post that I wrote called "I Screen, You Screen, Kids All Scream For All Screens"
Read more: http://www.mediapost.com/publications/article/206859/i-screen-you-screen-kids-all-scream-for-all-scre.html#ixzz2fOeANybW
This presentation explores some of the trends and innovations that are shaping millennial vocabulary, addresses several of the biggest misconceptions about communicating with millennials, and shares tangible tips on how brands and managers can increase their ROI when it comes to their millennial audience.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?Dr. William J. Ward
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
- The digital landscape from a teen's perspective
- Social media facts and figures related to teen media usage
- Five tips to sparking valuable conversations through engaging content
Consumers of Tomorrow - Insights and Observations About Generation Z★ Duong Vo ★
Examines Generation Z and the defining traits and trends of the age group. Provides insight into the implications for companies trying to target this unique generation of consumers
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
The Retail Rebels - Who Will Conquer the Connected ConsumerPaula Levy
Just like last year’s fashions and the latest iPhone, Millennials are
being replaced by the latest and greatest batch of consumers, Generation
Z (also known as The Founders). They are Gen Y’s younger
siblings who were born between 1995 and 2009. While Millennials
continue to be an important market for many retailers and brands,
a new purchasing powerhouse should demand your attention. The
oldest members of Gen Z are still teenagers, but they already wield a
buying power of $44 billion and command the highest influence on
family purchases in history. In fact, 93% of Gen Z parents surveyed
said their children influence family spending and household purchases,
according to the Deep Focus’ 2015 Cassandra Report Gen Z
and this continues through 2016. They also make up nearly 26% of
the population giving us more than enough reasons to start paying
attention.
Just like with Millennials, retailers need to discover how to genuinely
connect with GenZ to build trust and loyalty. But beware - it’s been
said that GenZ can’t stand living in the Millennial shadow. To secure
the favor of the up-and-coming generation of consumers, you
have to know what makes them tick. Of course, figuring this step out
requires an understanding of what Generation Z values and where
they spend their time.
What has emerged to date? Retail rentals or sharing - these new
consumers are becoming increasingly used to the idea of a “sharing
economy” – tapping into Uber for rides, Airbnb for places to stay or
Rent the Runway for outfits. Retailers need this type of disruptive
thinking, a digital business transformation to execute, and change
management to adopt behaviors for this new breed of consumers.
Even if GenZ isn’t your current target audience today, they will be
tomorrow and now is the time to grab their attention, so get ready!
The top four areas Gen Z currently have the most concern, per another study, are education, jobs and unemployment, prejudice and racism, and the environment
LHBS Insight & Inspiration Snapshot
This presentation includes some of the most interesting insights about emerging & shifting consumer behavior and inspiration in the area of marketing, product and service innovation.
All signs come straight out of our Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized insights and inspiration to your organization.
LHBS is an unconventional strategy firm that helps clients better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups.
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Resea...Influence Central
Millennials – the group of young, up-and-coming Americans in their post college 20s to early 30s – now represent the next rising generation, rapidly increasing in consumer power and influence. Yet despite this, Millennials remain among the least understood consumer sectors. To gain more in-depth insight into this group of consumers, Influence Central embarked on a groundbreaking study of 1,100 American Millennial Women. Our study focused on Millennials’ purchase path both online and offline, how their deep connections with family and friends impact the choices in their lives, and the effect of various types of media on their day-to-day decisions. The research findings paint a picture of a generation with a strong sense of self, influenced by family and peers alike, and steeped in the mosaic of the world around them.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth
The Age of the Digital Multitaskers
1. THE DIGITAL
MULTITASKERS
Generation X : The definition of digital
multitaskers, juggling their family, professional
and social lives, all at the click of a button
2. • As glued to their phones as younger generations, Gen X are quickly changing the nature of work.
• Wedged between the Baby Boomers and the Millennial generation, Gen X have been likened to the
‘middle child’. They have had a front-row seat to witnessing the technological revolution from the rise
of computers to the internet and mobile phone use.
• Spending the most time shopping online, this generation grew up playing video games and uses social
media like there’s no tomorrow.
• Gen X are high earners, despite being a relatively small cohort
• Although they are just as connected to their phones, and spend more time on social media than
younger generation, mobile-first content specific to this generation is lacking
• The extent of their social media use is about staying connected, less than self promotion
• Definition of the Netflix binger, almost half of Gen X never watch traditional TV, choosing to watch on
mobile apps and soaking up YouTube content like never before
• Difference in age doesn’t translate into their digital habits when it come to Gen X and Millennials
• Mobile-first content is high in demand and should be top priority when it comes to Gen X
SUMMARY
4. Gen X tend to be the heart, voice, ears and eyes of the family and therefore need to
be constantly and immediately accessible. With family, professional and social lives
to keep tracks of, these digital multitaskers are also juggling at least three types of
communications at once; texts, email and calls, and that’s not including Facebook,
Instagram and Twitter.
Gen X are on a par with Millenials when it comes to social media engagement. The
only difference; they use Facebook more frequently in order to stay in touch with
family and friends. Being in constant contact with a mobile device means that online
streaming has never been easier, especially for Gen X’s as they binge watch series as
much as younger cohorts, most frequently on their daily commute.
This shift in hyper-digital consumption could be favourable for brands. Gen X now
blends digital savviness with relatively high levels of disposable incomes, equaling a
dream scenario for providers of media and entertainment solutions.
.
G E N E R A T I O N X
6. With baby boomers only just getting used to holding a mouse in their hand, as they
surfed the so called ‘web’, Gen Xers embraced this technology without even batting
an eyelid. This cohort are old enough to remember time before the internet but are
also young enough to adapt quickly to the ever-changing technological landscape.
With this comes the extensive use of the global, neverending library and the love of
searching, with the ability to search far and wide for the information that they, not
just want, but need before they make a purchase. Although driven by underlying
skepticism towards marketers, they are willing to spend the time seeking the best
deals they can find.
G L O B A L S E A R C H E R S
8. Although the finger is always being pointed at Millenials for being phone addicts, Gen X are just as
devoted. 97% of Millennials own a smartphone, with Gen X right behind at 96%. Gen X are also more
likely to use their phones at the dinner table than Millennials, spending more time on every device;
phone, computer, tablet. Although this may be the case, the exchange in which they are engaged in is
more likely to be family-related as oppose to a chat with friends.
Generation X have evolved to be the central node in their family unit and all messages travel through
them. This level of multitasking is the point that pulls up Gen X’s smartphone engagement. An
average, a user checks their Whatsapp over 30 times a day and a huge 55 billion messages sent
worldwide per day.
Brands are catching onto this rise in smartphone use by this generation. They are starting to
cater towards this digitally savvy generation by designing and creating apps specifically for them.
Although this rise in smartphone use is mainly for family connectivity rather than pure addiction, this
generation still demonstrates strong ties in multitasking digital behaviour. The heavy reliance that
Gen X have with their smartphones is something that brands are becoming more aware of. We can
expect to see a shift in brand strategies to ensure they stay connected to this generation.
D I G I T A L L Y S A V V Y
10. • Gen Xers spend almost seven hours a week on social media, compared with 6
hours for Millennials.
Similarly to text and email, Gen Xers have a slightly different approach to the use
of social media then that of Millennials. They use various platforms for connection
rather than self promotion, along with keeping up-to-date with friends and family
who live further away. Due to the constant connectivity that Generation X have with
their smartphones, social media has become a large part of not only their lives but
also their relationships. With users feeling closer to their spouse or partner due to
the continual exchanges throughout the day.
Facebook is the go-to social media platform for Gen X, with a 70% user rate and the
same rings true for Twitter, however less than half are active accounts. This high
percentage on Gen Xers translates into a decreased number using Instagram on a
regular basis. Generation X might be less visual on social media but this turns their
attention to day-to-day news and engaging with brands, making them more likely to
purchase items from brands they follow. This generation are a buying power force
with over 68% making buying decisions based on review.
W H E R E ’ S T H E W I F I
12. For Gen X, consuming digital content is a top priority. The desire to watch high-quality, original
content, along with the privilege of watching it wherever and whenever has been the force
behind the increase in the consumption. Each week about 60% of Gen X stream movies, 55%
stream TV shows and 80% confess to binge-watching TV shows
Gen X are seeking more from digital content and look for different ways to consume it, that is
fresh and fun. They also lead all generations in the amount of time they spend playing games
on their smartphones, with nearly half playing video games at least once a week. As Gen Xers
phone addiction is not dissimilar to that of younger cohorts, brands are now starting to turn
their attention to mobile-first content tailored towards Gen X.
The rise in the consumption of digital formats and streaming has lead to a decrease in the
watching of traditional TV, with Gen Xers picking up traits of younger consumers in the adoption
of streaming services, smartphone and binge-watching. Both Gen X and Millennials name
‘Games of Thrones’ their favorite TV. Both cohorts also find new shows via word of mouth, 63%
watch shows based on recommendations from family and friends
For those in the traditional TV industry, the consequences may be crucial due to this gradual
behavioral move towards increased streaming habits.
N E T F L I X A N D . . .
14. As well as having a slightly unhealthy obsession with streaming from Netflix, Gen
Xers are also looking for opportunity to learn, grow and improve though their online
watching habits.. With nearly 73% of Gen Xers tuning into YouTube to watch videos
within these 5 categories; home repair and improvement; cooking; technology use
and repair; arts and crafts; and beauty and personal care. This has the potential to
unlock an abundance of opportunities for small businesses to position themselves
in front of the Gen X consumer. In general, viewers watch online videos because
they want to learn something new. Contrary to general TV viewings, how-to videos
are typically watched in response to a specific need or problem, or wanting to know
more about a product before purchase. This forms a niche for brands to reach
those who have or are wanting to purchase their products. So, by aligning this type
of how-to content, brands can target their advertising towards Gen X and there DIY
curious minds.
H O W - T O
16. These days, it is common knowledge that picturing everyday life can make you a million on
Instagram; and this doesn’t just apply to the established celebrity. The numbers of the ‘Ordinary
Instagrammer’ is ever growing, however there tends to be two kinds; those that share extreme
travel photos, the other; sharing everyday family life with brutal honesty. This Gen X cohort were
quick to jump onto this ever growing trend and more recently; the dads. The growing band
of ‘Instadads’ use social media to post real-life snaps of their broods. Although they are now
stars in their own right now, they were once branded as the ‘Instagram Widowers’ witnessing
their wives become social media sensations. However, these Gen X Instadads have been taking
a stand, wanting a piece of the action, by taking it on step further and redefining fatherhood.
Sometimes, with the unfair assumption that when dad is looking after the kids he is ‘babysitting’,
these dads having taken to sharing their experiences and sharing their fathering skills with the
rest of the world.
Just two examples;
With over 860k followers, Simon Hooper (@Father of Daughters) posts life as an outnumbered
man in a manic household of 6; being father to four girls. Matt Farquharson (@Pappa_Pukka),
has a following of 42.1k and is father to two girls. This new ‘dadding community’ is ever growing,
with more men finding the balance between work and home.
I N S T A D A D S
18. • For brands, understanding and getting to grips with the not so dissimilar cohorts that
are Millennials and Gen X, could result in a pivotal movement. Incorporating Gen X into
Millennial consumer strategies in innovative ways that make them feel inclusive as oppose to
a ‘late to the party’ add on.
• Future mobile-first campaigns need to be simultaneously targeting the two generations
instead of pinpointing Millennials as the key players in digital multitaskers.
• In order to keep Gen X streamers future consumers of traditional TV, TV providers need to
raise the stakes when considering new and creative ideas that are mobile-friendly.
• There is no doubt that there will be an increase in the number of brands who are wanting to
a piece of the action when it comes to how-to videos on YouTube
• The number of Instagram users is always on the rise. The increase in the number of dads
wanting to share their own ways of parenting on Instagram.
K E Y T A K E A W A Y S