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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Figures from OpenBook's 'Reading X' conference show that promising growth for the market, including a big uptick in online book sales in 2017. The post OpenBook Managing Director Cites 14.55 Percent Growth in Chinese Book Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2018-01-31 00:00:00 UTC ]
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With figures from OpenBook's 'Reading X' conference earlier this month, we learn that online book sales in China grew 28.82 percent in 2017, year over year, and brick-and-mortar bookstores were seen to erase the previous year's modest losses. The post China’s Bestsellers for 2017: OpenBook Cites... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2018-01-31 00:00:00 UTC ]
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Lounge Books founder Sam Missingham, formerly digital project manager at HarperCollins, is launching a book marketing service for authors called Lounge Marketing. Continue reading at The Bookseller
[ The Bookseller | 2018-01-30 00:00:00 UTC ]
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A few years ago BuzzFeed Inc. posted a picture of a cocktail dress online and asked readers what colors they saw.The photo triggered a raging debate about colors and racked up millions of views for the online publisher. But one question gnawed at BuzzFeed's bosses: how the picture went viral in... Continue reading at Advertising Age
[ Advertising Age | 2018-01-26 00:00:00 UTC ]
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'Governments need to be convinced that the scourge of piracy is a problem for them and for their countries’ evolving economies," IPA's José Borghino tells the Arab Publishers Association's conference in Tunisia. The post At the Tunis Conference: On Piracy and the Myth of ‘Free Content’ appeared... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2018-01-24 00:00:00 UTC ]
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When I took to Slack a couple weeks back and asked Ad Age Executive Editor Nat Ives the question posed in this column's headline, he started typing without missing a beat: "Lemme see ... social (media) climbers ... VYPs (very young professionals) ... bowl cuts ... glue sniffers ... Benjamin... Continue reading at Advertising Age
[ Advertising Age | 2018-01-24 00:00:00 UTC ]
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Several international participants in next week's Children's Books Salon–produced by Frankfurter Buchmesse New York and Publishing Perspectives–speak to us about the children's book sector in their respective markets today. The post Children’s Books Salon Participants’ Insights Into Markets in... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2018-01-19 00:00:00 UTC ]
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As Facebook decides to favor content from friends and family over publishers' posts, agency buyers are telling clients to focus on influencer content. The post ‘Awesome dynamic’: Influencer marketing gets a boost with Facebook changes appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-01-17 00:00:00 UTC ]
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Rafat Ali is co-founder and CEO of the travel site Skift, which covers the business side of the travel industry. In publishing circles, he's also known as an astute and pointed observer of digital media. For this interview, he dons both hats. We also touch on his time growing up in India, where... Continue reading at Advertising Age
[ Advertising Age | 2018-01-11 00:00:00 UTC ]
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Europe's major markets - the UK, Germany, France, Spain and Italy - all experienced growth in turnover in 2016, according to a Federation of European Publishers' report. Continue reading at The Bookseller
[ The Bookseller | 2018-01-10 00:00:00 UTC ]
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Author-illustrator duo David Walliams and Tony Ross claim nine of the top 50 titles of 2017 in a year of growth propelled mostly by strength in depth. Continue reading at The Bookseller
[ The Bookseller | 2018-01-05 00:00:00 UTC ]
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The print book market has posted growth in value for the third year running, with 2017 inching up 0.09% on 2016. Continue reading at The Bookseller
[ The Bookseller | 2018-01-04 00:00:00 UTC ]
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Quartz promotes Kira Bindrim, two New York regional titles tap new publishers, and the rest of this week's people on the move... The post Citing “Incredible Growth,” The Hill Expands Marketing Team | People on the Move appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2017-12-22 00:00:00 UTC ]
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Subscribing to Seventeen magazine is a rite of passage for many young readers. Luckily, between today's ubiquitous variety of devices and platforms, the Hearst title has kept up with its evolving and savvy audience. Lately, that's meant not waiting for readers to come through their front door,... Continue reading at AdWeek
[ AdWeek | 2017-12-18 00:00:00 UTC ]
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Executives from brands, agencies and publishers shared insights about data-driven marketing and connecting with consumers via social platforms. The post Digiday Research: For Japan’s marketers, Facebook is king appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-12-15 00:00:00 UTC ]
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Bonnier Zaffre has announced it is expanding into the US market, starting by directly publishing brand authors Wilbur Smith and Lynda La Plante into North America. Continue reading at The Bookseller
[ The Bookseller | 2017-12-12 00:00:00 UTC ]
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The division of Bonnier Publishing UK will expand into the U.S. market next year, with its initial focus on two of its internationally bestselling authors, Wilbur Smith and Lynda La Plante. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-12-11 00:00:00 UTC ]
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Jessie Burton will retell the Medusa myth in an "empowering" YA title for Bloomsbury exploring themes of "toxic masculinity and the meaning of consent". Continue reading at The Bookseller
[ The Bookseller | 2017-12-08 00:00:00 UTC ]
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Czech publishers see gains in 2016's market performance but are concerned about stubbornly high VAT rates and falling book prices. The post Czech Book Market Gains Tempered by Tax Rates, Falling Prices appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-12-07 00:00:00 UTC ]
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“Economic markers are positive,” proclaimed NPD-BookScan's Kristen McLean in the opening presentation at the Bologna Book Fair/Publishers Weekly Global Kids Connect conference in New York. Continue reading at The Bookseller
[ The Bookseller | 2017-12-06 00:00:00 UTC ]
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