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 ]
News tagged with:
#digital video
#major factor
#retain control
#social networks
#watch shows
#management consultant
#digital content
Almost 200 people attended the first official Conduit event, as host Deborah Frances-White spoke of how soon the industry’s top jobs will “routinely” be taken by women as this generation smashes the glass ceiling. Continue reading at The Bookseller
[ The Bookseller | 2019-04-26 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#top jobs
#glass ceiling
Sharjah in the United Arab Emirates (UAE) will be the market focus for The London Book Fair 2020 (LBF), organisers have revealed. Continue reading at The Bookseller
[ The Bookseller | 2019-04-25 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#market focus
In an announcement made at Sharjah Publishing City this morning (April 25), Sharjah has been named the 2020 London Book Fair Market Focus. The post Sharjah Is Announced London Book Fair’s Market Focus 2020 appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-04-25 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#post sharjah
Gen Z can create personal brands faster and more effectively than any generation that’s come before them. If you represent a brand or agency, that should give you pause for thought. Gen Z will make up 40 percent of all consumers by 2020. As this generation of digital natives has been building... Continue reading at Advertising Age
[ Advertising Age | 2019-04-15 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#making room
#digital experience
#digital experiences
The Audio Publishers Association, Bookrepublic, and Bologna Children's Book Fair have begun surveying various audiobook markets. The post Books Heard ‘Round the World: A New Survey of International Audiobook Markets appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-04-11 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#bologna children
#book fair
Talking with the Russian Book Union's Leonid Palko, we learn that the three-point shape of the national book market appears to be shifting, and publishers are looking to adapt. The post Interview: Leonid Palko of the Russian Book Union on ‘Distinctive Market Trends’ appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-04-10 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#post interview
Rabbi Tirzah Firestone, a psychotherapist, explores how Jews, and others, can use the inherited memories of horrors to heal themselves and the world in ‘Wounds Into Wisdom.’ Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-04-08 00:00:00 UTC ]
More news stories like this |
Springer Nature has published its first machine-generated title, a chemistry book offering an overview of the latest research in the rapidly growing field of lithium-ion batteries. Continue reading at The Bookseller
[ The Bookseller | 2019-04-05 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#springer nature
#latest research
From controlling the temperature in our homes and offices to helping drive our cars, automation is changing our everyday lives. This shift is transforming the way that we do business as well, and has been a game changer in the way that publishers approach marketing. By tapping into marketing... Continue reading at Folio Magazine
[ Folio Magazine | 2019-03-29 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#helping drive
#game changer
#multiple platforms
#media landscape
#embrace technology
[caption id="attachment_153707" align="alignright" width="290"] Creative from "Merrell Magic," a custom-content campaign by AIM's Catapult Creative Labs and Backpacker magazine.[/caption] Requiring deeper insights and data, broader access to audiences and agency-like services from publishers,... Continue reading at Folio Magazine
[ Folio Magazine | 2019-03-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#email newsletters
Movie-driven science fiction tops China's bestseller lists in February, and we have news on the fast rise of 'paid-for content' in China. The post China Bestsellers for February: ‘Paid-For Content’ in the Chinese Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-03-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#china bestsellers
#chinese market
#bestseller lists
Google News Initiative, the search-engine giant's program to work with publishers in the media industry, teamed up with newspaper publisher McClatchy on an initiative to bring local news coverage to three small and midsized communities in the U.S. that are currently lacking local sources of news... Continue reading at AdWeek
[ AdWeek | 2019-03-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#media industry
The oft-quoted numbers remain as compelling as ever: 370 million people under the age of 18, an additional 17.5 million babies born annually, and at least 600 active publishers in the children’s book industry. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-03-15 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#chinese children
#book market
#book industry
Rapper develops his #Merky Books publishing imprint with the New writers’ prize for unpublished authors under 30 Less than a year after taking his first step into publishing with the launch of #Merky Books, the grime artist Stormzy has unveiled the New writers’ prize for authors under 30, to... Continue reading at The Guardian
[ The Guardian | 2019-03-13 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#unpublished authors
#record label
#music festival
#lena dunham
##merky books
Self publishing in the Christian market is a viable option for authors seeking control and profits, and the books are gaining ground with readers. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-03-13 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#christian market
#viable option
#gaining ground
With many arguments around Open Access in academia framed in an adversarial manner, Stephen Lotinga gives a voice to the benefits it can bring. Continue reading at The Bookseller
[ The Bookseller | 2019-03-13 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#open access
#stephen lotinga
A packed Irish Book Trade Conference in Dublin cheered the industry’s growth over the past year with figures showing volume and value of sales increased by around 6.5% in 2018, according to Nielsen Bookscan figures. Continue reading at The Bookseller
[ The Bookseller | 2019-03-12 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#sales increased
Not just books: Laura Prinsloo, who chairs Jakarta's National Book Committee, says Market Focus Indonesia will stress 'everything from film, games, animation and apps, to character, entertainment, and intellectual property.' The post London Book Fair’s Market Focus Indonesia: Creative Industries... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-03-08 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#creative industries
#intellectual property
US-based independent publisher Barefoot Books is hoping to expand its position in the UK market through a new sales partnership with Abrams & Chronicle Books. Continue reading at The Bookseller
[ The Bookseller | 2019-02-26 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#uk market
#sales partnership