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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The Beano, the UK’s longest-running comic, is revitalised by digital spin-offs promoting the joys of youthful rebellionDennis the Menace, synonymous with childhood mischief and rebellion for more than half a century, is undergoing a multimillion-pound makeover as the Beano battles to stay... Continue reading at The Guardian
[ The Guardian | 2017-12-03 00:00:00 UTC ]
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There is “huge opportunity” for the publishing industry to make money out of content marketing, an industry predicted to grow to $413bn (£305bn) by 2021. Continue reading at The Bookseller
[ The Bookseller | 2017-12-02 00:00:00 UTC ]
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'Quite a big challenge to aim for the world’s largest book market': Moscow's Clever Publishing wants $10 million in North American sales in three years. The post Russia’s Clever Publishing Adds North American Market through Quarto Distribution appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-12-01 00:00:00 UTC ]
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Dialogue Books is set to release a title examining over 60 words to describe black men and women, many of them "hugely contentious". Continue reading at The Bookseller
[ The Bookseller | 2017-12-01 00:00:00 UTC ]
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'We trust that the European Commission will take the specific nature of the (ebook) sector into account," says the Börsenverein' Jessica Sänger. The post European Booksellers Cheer as Digital Market Talks on Ebooks and Geo-Blocking appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-11-26 00:00:00 UTC ]
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The Society of Authors is selling its offices in London with a price tag of £8.5m, saying the buildings are no longer “fit for purpose” because the organisation has grown. Continue reading at The Bookseller
[ The Bookseller | 2017-11-21 00:00:00 UTC ]
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Southeast Asia's markets are emerging into an 'already digital' reality. Frankfurter Buchmesse's StoryDrive Asia addressed issues in Singapore. The post In Singapore, StoryDrive Asia Gathers ASEAN Publishing Markets’ Key Players appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-11-21 00:00:00 UTC ]
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As part of #WorkInPublishing week, Clarissa Pabi, senior marketing executive at Ebury Publishing (Penguin Random House) talks to jobs in books about her career in marketing. Continue reading at The Bookseller
[ The Bookseller | 2017-11-17 00:00:00 UTC ]
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Richard Prieur, executive director of ANEL in Québec, talks about the association’s work to support the flourishing francophone book market in Canada. The post ANEL’s Richard Prieur on the Strengths of the French Canadian Book Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-11-13 00:00:00 UTC ]
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Hodder is publishing The Borough Market Cookbook following a "competitive" eight-way auction. Continue reading at The Bookseller
[ The Bookseller | 2017-11-10 00:00:00 UTC ]
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John McVie, the bassist of Fleetwood Mac fame, has put his home in Honolulu up for sale at $6.25 million. Set on a palm-lined street near the base of Diamond Head, the 7,953-square-foot house features stone and wood floors, vaulted ceilings and large picture windows that bring in views of the... Continue reading at Los Angeles Times
[ Los Angeles Times | 2017-11-09 00:00:00 UTC ]
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Indigo Books and Music is opening a new bookstore in New Jersey in 2018, its first in the United States and one of several the company plans to open as it tests the market. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-11-03 00:00:00 UTC ]
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The New York Times, Conde Nast and Time Inc. have hired talent from e-commerce and retail companies for their consumer marketing skills. The post In the hunt for consumer revenue, publishers are hiring e-commerce marketing veterans appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-11-02 00:00:00 UTC ]
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This article is sponsored by Open Road Integrated Media (OR/M) and was originally featured in our Frankfurt Book Fair print edition. The post Open Road Launches ‘Open Road Ignition,’ a Marketing Services Group appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-10-31 00:00:00 UTC ]
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As staged in THE ARTS+ at the Frankfurt Book Fair, the German digital strategist Maks Giordano talks about reaching customers on an 'exponential curve.' The post Maks Giordano at THE ARTS+ on Book Marketing: Think ‘Hyperinnovation’ appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-10-26 00:00:00 UTC ]
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The Orion Publishing Group has hired two new people to join its group marketing team: Tom Noble and Katie Moss. Continue reading at The Bookseller
[ The Bookseller | 2017-10-20 00:00:00 UTC ]
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Earlier today, Microsoft unveiled the all-new Surface Book 2. People all over the world are probably very excited about the device. Oh, what? You aren't excited? You mean, you don't want a super-expensive non-upgradeable Windows 10 tablet that plugs into a keyboard? What a shocker! All joking... Continue reading at Betanews
[ Betanews | 2017-10-18 00:00:00 UTC ]
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With a bright, new stand design and a newly launched Ukrainian Book Institute, the country's publishers and literature made a big splash in Frankfurt. The post Ukrainian Publishers Look to Further Develop Their Book Market and International Profile appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-10-13 00:00:00 UTC ]
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Agents at this year’s Frankfurt Book Fair have dismissed Simon & Schuster c.e.o. Carolyn Reidy’s assertion that exiting the European Union will affect UK publishers’ ability to secure market exclusivity in Europe. Continue reading at The Bookseller
[ The Bookseller | 2017-10-13 00:00:00 UTC ]
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Italy's book market is “leaving the [economic] crisis behind” with “positive signals” including a small rise in the value of print sales. Continue reading at The Bookseller
[ The Bookseller | 2017-10-12 00:00:00 UTC ]
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