The Trouble with Targeting
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While traditional marketing has focused on detailed demographic segmentation, this approach is now outdated and flawed. People are multi-faceted and naturally assemble in fluid "culture clusters" based on shared values, interests, and passions, not rigid labels. An effective target segmentation for the future should view people through the lens of their fluid culture clusters rather than canned demographics. This allows brands to connect with consumers based on what really matters to them - what they like and how they see themselves.
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This document discusses theories of consumer needs and how advertisers appeal to those needs. It summarizes Maslow's hierarchy of needs and how advertisers seek to tap into consumers' physiological, safety, love, esteem, and self-actualization needs. It then outlines 15 common lines of appeal used in advertising, such as affiliation, nurturing, achievement, prominence, and escape. Finally, it analyzes persuasive techniques in advertising including humor, repetition, stereotypes, intertextual references, music, and signs conveyed through camera positioning, lighting, and image composition.
Rivet director of youth engagement
Rivet is a nonprofit that partners with brands, NGOs, and influencers to fund youth-led social change projects. They have raised $1.6 million in seed funding. The organization is hiring a Director of Youth Engagement to design and cultivate a global community of young people, ensure youth voices are represented in decisions, and keep Rivet connected to youth culture trends. The role involves community building, advocacy, and strategy development to make Rivet truly youth-centered. Candidates should be aligned with Rivet's values of equity, trust, and belonging and have a strong connection to youth culture.
Chnagingworkplaces
The document discusses the importance of cultural awareness and cross-cultural communication in multicultural workplaces. It notes that cultural awareness helps teams identify differences that could cause issues if not addressed, and provides some tips for building cultural awareness including learning about other cultures, treating people as individuals rather than stereotypes, implementing cultural knowledge, avoiding assumptions, and actively listening. It emphasizes that cross-cultural communication skills are essential for organizations operating in a global economy.
Chnagingworkplaces
The document discusses the importance of cultural awareness and cross-cultural communication in multicultural workplaces. It notes that cultural awareness is crucial for maximizing the potential of multicultural teams by helping identify differences and areas that need attention. Some tips provided for cultural awareness include building cultural knowledge, treating people as individuals, implementing cultural knowledge, withholding assumptions, avoiding blame, and actively listening. Cross-cultural communication briefings on cultural dos and don'ts can help avoid mistakes and generate respect and understanding between different cultures.
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Social media has become the new global currency through its ability to foster dialogue over monologue, build communities instead of just campaigns, and influence local markets rather than operating only on a global scale. By creating new forms of democracy, changing traditional media, and giving individuals influence over others, social currency on social media platforms can be used to generate returns through relationships and word-of-mouth rather than just traditional returns on investment.
Social Media Lo Ha Cambiado Todo
Este documento describe cómo las redes sociales han cambiado el marketing, el branding y el servicio al cliente. Ha cambiado el marketing de un monólogo a un diálogo interactivo creando comunidades en lugar de campañas. También ha cambiado el branding al involucrar a los consumidores y buscar innovación a través de crowdsourcing. Finalmente, las redes sociales han cambiado el servicio al cliente creando una economía de boca en boca que es sincera, presente y humana.
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How Consumers Use Technology And Its Impact On Their Lives
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With Regards
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The Trouble with Targeting
- 1. the trouble with targeting Target segmentation through the lens of culture
- 2. Traditional marketing has taught us to know your audience. Over the past 50 odd years, marketers have taken this to heart and have gotten really smart on the topic. A simple demographic segment is a thing of the past. Today, brand managers and strategic planners layer in psychographics and media consumption patterns; they create complex personas and give them catchy names like, Savvy Susan or Techy Trendsetters.
- 3. While this humanization of target segments is cute and can help marketers get into character when concepting campaigns, its premise is inherently flawed and grossly outdated. Paramount Pictures (2000))
- 4. generalizations & stereotypes aren’t a healthy way to connect with peoples’ cultures.
- 5. millennials (especially) pride themselves in their authenticity and individuality, and reject the mere concept of labels.
- 6. We might have a lot of things in common with someone and just one thing in common with someone else, but it doesn’t make those ties any tighter or weaker. But humans do connect and grow in patterns. People are naturally attracted to – and congregate with – like-minded individuals. They come together around shared passions.
- 7. assemble in culture clusters In our everyday life, we naturally
- 8. And to clarify any confusion, the word culture is not to mean simply an ethnic characteristic but includes shared values, rituals, interests or passions. Whether we realize it or not, we aggregate, bond and build meaningful connections with others around culture
- 9. In any given time, we can form part of multiple culture clusters; even part of several that would otherwise seem at odds with each other. We are all multi-faceted, complex beings. Why don’t marketers see this and take note?
- 10. fluid culture clusters not canned demos The target segmentation of tomorrow can and should be approached using
- 11. By crafting campaigns and marketing initiatives around culture, brands can start focusing on what really matters to consumers themselves… what they like, how they see the world and how they see themselves.
- 12. let’s embrace culture as our lens and our compass Let’s not just imagine a world without labels and without boundaries,
- 13. Copyright © 2015 The Axis Agency. All rights reserved. The materials and information contained in this presentation are the property of The Axis Agency. The use, distribution and/or reproduction without the written permission of The Axis Agency is prohibited.