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 ]
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News Corp. said it is evaluating options for its News America Marketing business that could include a sale, which would leave the publisher of the Wall Street Journal and New York Post more purely focused on media while removing what’s been a troubled unit. The review of News America, which... Continue reading at Advertising Age
[ Advertising Age | 2019-06-18 20:05:16 UTC ]
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Big media players like Unilever and Procter & Gamble Co. have been talking plenty about making media more responsible. Now they’re getting more people to talk. The marketers are launching the Global Alliance for Responsible Media alongside 14 other global advertisers, the five leading agency... Continue reading at Advertising Age
[ Advertising Age | 2019-06-18 04:01:00 UTC ]
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At the 2019 Cannes Lions festival, the Netflix star and best-selling author charmed the ad industry, while P&G launched a new initiative it says will improve your life. For 66 years, the advertising industry has gathered in the South of France to make deals, get inspired by work from around... Continue reading at Fast Company
[ Fast Company | 2019-06-17 16:30:37 UTC ]
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Speakers at The Bookseller's Marketing and Publicity Conference 2019 share how they maintain work-life balance and keep themselves sane when the pressure gets high. Continue reading at The Bookseller
[ The Bookseller | 2019-06-16 18:11:22 UTC ]
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Ocean Vuong reads from his stunning debut novel, On Earth We’re Briefly Gorgeous. Continue reading at Slate
[ Slate | 2019-06-14 12:00:01 UTC ]
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In a new venture in assisted self-publishing in political books, RealClearPolitics and Gotham Ghostwriters are working with 'hybrid' publisher Amplify. The post New Imprint RealClearBooks Aims ‘To Disrupt’ the Political Market With Self-Publishing appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-06-13 05:50:40 UTC ]
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Called a 'Diversity Report,' a new study looks at the status of translated literature various book markets, with emphasis on Austria and Slovenia. The post New Report Looks at Translated Literature in Some World Markets appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-06-11 05:30:05 UTC ]
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A new study suggests that Fortnite has more in common with Facebook than Call of Duty, with the massively popular game emerging as a new kind of social network for a key demographic of younger consumers that brands covet. “Unlike other platforms and services, Fortnite uniquely combines benefits... Continue reading at Advertising Age
[ Advertising Age | 2019-06-10 14:30:00 UTC ]
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In an upbeat report, the German book market is seen as having grown last year for the first time since 2012–by 300,000 buyers–with its financial performance leveling out. The post Börsenverein Report: German Book Market Seen to Stabilize and Expand in 2018 appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-06-07 03:21:53 UTC ]
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Currently, Nielsen Book tracks books sales data in one African country, but Andre Breedt says there are plans to expand sales tracking across the continent. The post Quantifying Markets: Nielsen’s Andre Breedt on Industry Research in Africa appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-06-05 05:30:03 UTC ]
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With her singular surname, it’s no surprise that bestselling crime writer Karin Slaughter ('The Last Widow', Morrow, Aug.) was destined to write about crime. Slaughter laughs and says, “It was either that or become a serial killer.” Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-05-30 04:00:00 UTC ]
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The new ad units, which are both video and interactive, require a minimum spend of $20,000. The post Conde Nast launches new ad program for performance marketers appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-05-23 04:01:28 UTC ]
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Last week was an interesting one for me. Not only because I attended two very different conferences in two cities, but because of the theme I saw play out between each conference and in the days following. First was The Social Shake-Up, a sister brand of Folio:’s for social media practitioners.... Continue reading at Folio Magazine
[ Folio Magazine | 2019-05-16 16:54:43 UTC ]
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A day after winning two British Book Awards for Novel of the Year and the overall Book of the Year, Sally Rooney has claimed her first Mass Market Fiction number one. Continue reading at The Bookseller
[ The Bookseller | 2019-05-15 00:00:00 UTC ]
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Indoor cycling company Peloton pedaled into some legal trouble in March—to the tune of $150 million—when the brand was sued for trademark infringement by a group of music publishers representing the likes of Lady Gaga and Bruno Mars. For Peloton, which has made a name for itself by selling a... Continue reading at Advertising Age
[ Advertising Age | 2019-05-15 00:00:00 UTC ]
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On Thursday, May 30, from 3:30 to 4:30 p.m., join Penguin Random House in the Librarians' Lounge (Booth 557) for a meet and greet with some of the publishers' hottest authors. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-05-14 04:00:00 UTC ]
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Open Road has evolved into a leading marketing platform, boosting sales and discoverability for its publishing partners. (Sponsored) Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-05-10 04:00:00 UTC ]
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After tasking former History Press m.d. Tim Davies to lead its expansion in the UK, Westchester Publishing Services has signed up a number of clients from this side of the Atlantic. Continue reading at The Bookseller
[ The Bookseller | 2019-05-04 00:00:00 UTC ]
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Credited by some to a growing post-Soviet interest in authoritative information, the Russian book business reportedly sees substantial gains for nonfiction. The post Nonfiction Sales Growth in the Russian Book Market Expected to Continue This Year appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-05-01 00:00:00 UTC ]
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There’s an old truism in the ad business that you can get people to remember an ad by showing something outrageous. David Ogilvy likened it to showing a gorilla in a jock strap. But these days, unless you’re selling jock straps for gorillas, it is unlikely that people will remember your brand.... Continue reading at Advertising Age
[ Advertising Age | 2019-05-01 00:00:00 UTC ]
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