new demographics for the social digital age
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NEW DEMOGRAPHICS FOR THE SOCIAL DIGITAL AGE
CAROLINE BAXTER www.caroline-baxter.com
Who Am I?
Business Start-up Coach First Business Motor Trade Business Management & Consultancy Digital/Online Business Product Launches 2010/11/12 Social Media Marketing Artist Manager (US) Sage Business Expert
What’s in this presentation?
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.
Who are Gen X Y Z?
What Assumptions Do We Make?
•Individualistic•Technical•Flexible•Work/life balance•Creative•Low key•Innovative•Flexible•Independent and adaptable•Loyal to Brands
•Selective about who they listen to•Not as interested in TV•Need to stumble onto your message;•Traditional marketing less effective•Low cost, good quality, value seekers•Less loyal to Brands
GENERATION XGENERATION X GENERATION Y GENERATION Z
•Avid multi-taskers•Demand interactivity (touch screens and connectivity to many things)•Expect things NOW•“This isn’t connected to the Internet, huh?”•Thrill Seekers•Social, collaborative•Not brand loyal
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....
So Are Traditional Categories Relavent?
IColdplay
I My PetsMe Too!
Me Too!&
Me
Is This Age, Income, Ethnicity Based? Are We Relevant?
Changing Face Of Announcement...
Pinterest Casts Out Gen X Stats
Pinterest hasn’t even chosen its business model. How will it make money?Their data and analytics on femalescould be worth billions
Social Media + Clickstream
We can now Monitor click stream 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
All About Choice
Do we really study online communities? 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?
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???
Interests
PassionsLIKES
Dislikes Choices
Hobbies
Influencing Decisions
Seek Collective Interests For Ads
One Last Statistic
I recently saw a 2013 Prediction
Based On Current Figures...
Social Gamers Will purchase $6 billion in virtual goods
Moviegoers Will purchase only $2.5 billion in real goods
Are Traditional Demographics Still Targeted?
NEW DEMOGRAPHICS FOR THE SOCIAL DIGITAL AGE
CAROLINE BAXTER www.caroline-baxter.com
THANK YOU
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