New Demographics for the Social Digital Age

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A presentation made by Caroline Baxter at the December meet-up for Brighton Social Media.
Caroline's presentation discusses:
* How ‘Traditional Demographics’ for campaigns are no longer relevant.
* How our peculiar assumptions of generation X must NOT be applied to target generation ‘Y’ and ‘Z’
* Where we can look for demographics of the future.
* What metrics we can integrate into campaigns today, to better target the behaviour of purchasers of the future.

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New Demographics for the Social Digital Age

  1. 1. NEW DEMOGRAPHICSFOR THE SOCIAL DIGITALAGECAROLINE BAXTER
  2. 2. Who Am I? Business Startup Coach Started in Motor Trade Business Management & Consultancy Digital/Online Business Product Launches 2010/11 Social Media Marketing Artist Manager (US) Sage Business Expert
  3. 3. Tonight I want to speak about; How „Traditional Demographics‟ for campaigns are no longer relevant. How our peculiar assumptions of generation X must NOT be applied to target generation „Y‟ and „Z‟ Where we can look for demographics of the future. What metrics we can integrate into campaigns today, to better target the behaviour of purchasers of the future.
  4. 4. Who are Gen X Y Z?
  5. 5. What Assumptions Do We Make? GENERATION X GENERATION Y GENERATION Z•Individualistic •Selective about who •Avid multi-taskers•Technical they listen to •Demand interactivity•Flexible •Not as interested in (touch screens and•Work/life balance TV connectivity to many•Creative •Need to stumble onto things)•Low key your message; •Expect things NOW•Innovative •Traditional marketing •“This isn‟t connected•Flexible less effective to the Internet, huh?” •Low cost, good •Thrill Seekers•Independent and quality, value seekers •Social, collaborativeadaptable •Less loyal to Brands •Not brand loyal•Loyal to Brands
  6. 6. Generation X ,Y, Z 69% Of Gen X & Y Parents are „Friends‟ with their children on social media platforms They share their likes & interests They are shaping and influencing their childrens tastes Generation Y & Z consider email passé Some international universities have stopped distributing email addresses We are moving into the age of touch This not only dictates how we advertise, but where, when & to who The thought process behind campaigns just got a whole lot longer....
  7. 7. So Are Traditional Categories Relavent? I I Me & Me Too! My Pets Coldplay Me Too!Is ThisAge,Income,EthnicityBased? Are We Relevant?
  8. 8. Changing Face Of Announcement...
  9. 9. Pinterest Casts Out Gen X StatsPinterest hasn’t even chosenits business model. How will itmake money?Their data andanalytics onfemalescould beworth billions
  10. 10. Social Media + Clickstream We can now Monitor clickstream by interests Companies are gathering this data – results need to be made readily available Communities are being built around shared tastes & interests Brands and companies need to be targeting „Communities‟ not stereo types Delivering only what is relevant to the end user Targeting consumers when & where they browse
  11. 11. All About Choice Do we really study online communites? Consumers look for entertainment and play Social media give users a choice – they can turn on/off In the age of free media, should we not be targeting our ads towards the new demographics that platforms provide? Search results in Google provide „Personal Web‟ results Spotify - What music do we like? Touch – What tablet do we use? Messaging – what channels to we communicate on?
  12. 12. Interest Based Influence 50% of the world is under 30 1 in 5 couples met online 3 in 5 gay couples met online WHAT DO YOU THINK AFFECTS THEIR CHOICE IN A PARTNER???
  13. 13. Influencing Decisions
  14. 14. Seek Collective Interests For Ads
  15. 15. One Last Statistic I recently saw a 2013 Prediction Based On Current Figures...Social Gamers Will purchase $6 billion in virtual goodsMoviegoers Will purchase only $2.5 billion in real goods Are Traditional Demographics Still Targeted?
  16. 16. THANK YOUNEW DEMOGRAPHICSFOR THE SOCIALDIGITAL AGECAROLINE BAXTER

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