NEW DEMOGRAPHICS FOR THE SOCIAL DIGITAL AGE
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The presentation discusses the inadequacies of traditional demographic models in targeting modern generations, specifically Gen X, Y, and Z, highlighting the need for new metrics in marketing campaigns. It emphasizes the influence of social media interactions and shared interests among these generations, as well as the shift towards an age of touch and personalization in advertising. Additionally, it suggests that companies should focus on communities rather than stereotypes to effectively engage with consumers, particularly in the rapidly evolving digital landscape.
NEW DEMOGRAPHICS FOR THE SOCIAL DIGITAL AGE
- 1. NEW DEMOGRAPHICS FOR THE SOCIAL DIGITAL AGE CAROLINE BAXTER www.caroline-baxter.com
- 2. 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
- 3. 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.
- 4. Who are Gen X Y Z?
- 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, collaborative adaptable •Less loyal to Brands •Not brand loyal •Loyal to Brands
- 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. So Are Traditional Categories Relavent? I I Me & Me Too! Coldplay Me My Pets Too! Is This Age, Income, Ethnicity Based? Are We Relevant?
- 8. Changing Face Of Announcement...
- 9. Pinterest Casts Out Gen X Stats Pinterest hasn’t even chosen its business model. How will it make money? Their data and analytics on females could be worth billions
- 10. 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
- 11. 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?
- 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???
- 14. Seek Collective Interests For Ads
- 15. 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?
- 16. THANK YOU NEW DEMOGRAPHICS FOR THE SOCIAL DIGITAL AGE CAROLINE BAXTER www.caroline-baxter.com