For marketers, age is a straightforward way to gain insight into your audience. It’s a cornerstone of segmenting, or categorizing, customers into different groups. But some companies aren’t effective at targeting different audience age groups. When they make sweeping generalizations about age groups in their advertising, they get hit with a consumer backlash that can be damaging to their brand. Context for generational marketing You can have marketing strategies for different generations, but there are two significant caveats to keep in mind: Generational marketing should be done in alignment with other marketing aspects, and you need to avoid clichés and stereotypes about age groups. The first step is to understand the role of generational marketing. Unfortunately, there’s often no easy way to define how age pertains to your industry and business. You need to take the time to learn more about your audience and shopper preferences. It’s critical to gather the right data to determine how age is relevant to your brand. The other thing to remember is how easy it can be to generalize. For instance, millennials are often thought of as selfish, while seniors are portrayed as frail and unaware. It’s also a bad idea to engage in inauthentic attempts at fitting in. According to Generation Z marketer Gisella Tan in Medium, trying out social humor or using generational terms such as “lit” to describe a product to the youngest generation will fail unless the brand already has... Continue reading at 'Advertising Age'
[ Advertising Age | 2020-04-14 14:00:00 UTC ]
Over the next two weeks, some of the biggest Internet companies and publishers will showcase their original programming in an annual attempt to attract advertising dollars. The events, taking place in New York under the banner of the Digital Content ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-04-27 00:00:00 UTC ]
More news stories like this
The first PW coverage of the India-based digital solutions industry, which was then widely known as “content services,” coincided with the launch of Twitter and Google’s acquisition of a 22-month-old startup called Android Inc. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-04-24 00:00:00 UTC ]
More news stories like this
In a new venture targeting girls ages 6-12, DC Comics is teaming with Random House, Mattel and Lego to release a multifaceted line of print and digital content and merchandise based on its female superheroes. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-04-23 00:00:00 UTC ]
More news stories like this
App-install ads continue to be a lucrative business for Facebook and Twitter, and now Google wants a bigger piece of the market. Today Google is rolling out two new tools aimed at making it easier for marketers to plug mobile apps. The first change is that advertisers can extend AdMob... Continue reading at AdWeek
[ AdWeek | 2015-03-31 00:00:00 UTC ]
More news stories like this
Music to the ears of people who buy and sell print ads: Martin Sorrell, the chief executive officer at WPP, says newspapers and magazines might not be getting the credit they deserve.According to a report in the Times of London, Mr. Sorrell told an audience this week at a Broadcasting Press... Continue reading at Advertising Age
[ Advertising Age | 2015-03-28 00:00:00 UTC ]
More news stories like this
Vox Media -- the digital publisher behind sites like The Verge, SB Nation and Vox.com -- has opened a department in Los Angeles aimed at making more digital video and, possibly, traditional TV.As Vox Creative Director Chad Mumm told The Hollywood Reporter about the new Vox... Continue reading at Advertising Age
[ Advertising Age | 2015-03-12 00:00:00 UTC ]
More news stories like this
Facing pressure from advertisers, dozens of media companies are reevaluating where display ads appear on their web and mobile sites to ensure visitors can actually see them. And it's become a key element for publishers looking to redesign their sites."A significant portion of the publishers we... Continue reading at Advertising Age
[ Advertising Age | 2015-03-09 00:00:00 UTC ]
More news stories like this
For many bricks-and-mortar bookstores, 2014 was a banner year, helped by the overall improvement in the sale of print books. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-01-23 00:00:00 UTC ]
More news stories like this
The Google Play Store is joining in on the cyber week sale madness, offering some tempting deals on a variety of digital content.Click over to the Play Store to scroll through everything that is up for grabs. Some of the best deals are on entertainment, with Academy Award winner Her available... Continue reading at PC World
[ PC World | 2014-11-27 00:00:00 UTC ]
More news stories like this
Just weeks after the Financial Times said it would begin selling digital ads based on the time for which they're exposed to readers, a new survey shows other digital publishers are growing bullish about the tactic. The survey, from Digital Content Next, found that 80% of "premium" publishers are... Continue reading at Advertising Age
[ Advertising Age | 2014-10-23 00:00:00 UTC ]
More news stories like this
As book publishing transitions from a largely print-based industry to one that produces both print and digital content, many publishers are restructuring their operations. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-10-03 00:00:00 UTC ]
More news stories like this
If "Gossip Girl" premiered today, it would be a digital-video series, according to Dawn Ostroff, former president of entertainment at The CW Television Network, which aired the teenage melodrama for six seasons starting in 2007.Speaking at the Interactive Advertising Bureau's annual conference... Continue reading at Advertising Age
[ Advertising Age | 2014-09-30 00:00:00 UTC ]
More news stories like this
The organization formerly known as the Online Publishers Association (OPA) has announced a new name, Digital Content Next, a rebrand that signals a renewed focus on defining and confronting critical, big picture issues that its members face when crea ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2014-09-22 00:00:00 UTC ]
More news stories like this
Personal magazine company Flipboard is rolling out a trial program incorporating video ads into its users’ news streams beginning today. The program launches with eight notable brands: Jack Daniels, Gucci, Chrysler, Lufthansa, Conrad Hotels & Resorts, Principal Financial Group, Woodford... Continue reading at AdWeek
[ AdWeek | 2014-09-15 00:00:00 UTC ]
More news stories like this
HarperCollins has started using Digimarc Corp.’s watermarking system for ebooks to provide an extra layer of security to the sale of HC’s digital content. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-09-15 00:00:00 UTC ]
More news stories like this
Technology can be daunting for users of a certain age, but Intel and AARP are offering help with a simple-to-use tablet.The RealPad tablet is aimed at users who are 50 and older, the age range for AARP membership, and shy of technology. Simplicity is key: The tablet provides quick access to... Continue reading at PC World
[ PC World | 2014-09-04 00:00:00 UTC ]
More news stories like this
Media giant to create two companies, one of which will focus on broadcasting and digital content and the other on publishingGannett, the publisher of USA Today, is to take full ownership of the auto website Cars.com and spin off its publishing assets into a publicly traded company as it focuses... Continue reading at The Guardian
[ The Guardian | 2014-08-05 00:00:00 UTC ]
More news stories like this
The newer, flatter design puts Kindle, Fire, and Prime categories front and center.Amazon has unveiled a new homepage design to select users, placing a new emphasis on the retail giant's biggest brands: the Kindle ebook platform, its Fire lineup of tablets and smartphones, and the Prime... Continue reading at Fast Company
[ Fast Company | 2014-07-30 00:00:00 UTC ]
More news stories like this
You’d be forgiven for thinking Amazon CEO Jeff Bezos wants to compete with other phone makers with his company’s new Fire smartphone. But forget the multiple cameras and pretty 3-D-like effects, the device is really about selling more stuff.The Fire comes with close ties to Amazon’s online... Continue reading at PC World
[ PC World | 2014-06-19 00:00:00 UTC ]
More news stories like this
Fortune and Money magazines each rolled out their own websites Sunday, ending a long partnership with CNNMoney.com under which their digital content had been subsumed in the larger site.The collaboration is coming to an end because the magazines' and CNN's family is splitting up: Time Warner is... Continue reading at Advertising Age
[ Advertising Age | 2014-06-01 00:00:00 UTC ]
More news stories like this