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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Iconic literary agent Andrew Wylie spoke at the Frankfurt Book Fair's Markets conference about diversity in publishing, and giving readers what they want. The post Frankfurt’s Markets Conference: Andrew Wylie on Reading in a Globalized Society appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-10-11 00:00:00 UTC ]
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Tackling what agent Andrew Wylie calls "a profound moral question" for world publishing and more, The Markets is an issues-driven conference for a sharply relevant business in world dynamics. The post Tuesday at Frankfurter Buchmesse: The Markets in Time of Change appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-10-09 00:00:00 UTC ]
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When Shanghai Jiaotong University hosted a fourth forum of China’s academic publishers last month, however, the consensus among the speakers was that the sector’s “Going Out” strategy is now entering its 2.0 era. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-09-22 00:00:00 UTC ]
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He has book-eating children and sees more change ahead for international publishing. Nielsen Book's Andre Breedt briefs Frankfurt Buchmesse's 'The Markets' The post At Frankfurt’s ‘The Markets’: Nielsen’s Andre Breedt on Edible Books and Competition appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-09-21 00:00:00 UTC ]
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Cordelia Fine has won The Royal Society Insight Investment Science Book Prize, worth £25,000, for her “provocative” book about gender which “debunks” the Men are from Mars, Women are from Venus concept and poses an “urgent call for change”. Continue reading at The Bookseller
[ The Bookseller | 2017-09-20 00:00:00 UTC ]
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Larger book publishing companies in Russia attract more government support, say critics, while smaller houses struggle to keep up. The post Russian Book Market Consolidation: Is It Closing Out Smaller Players? appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-09-12 00:00:00 UTC ]
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A half-day seminar organized by the Book Industry Study Group focused on the increasing importance of publishing rights—and examined the industry’s longtime problem of poor rights management. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-09-08 00:00:00 UTC ]
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Kobo has launched an audiobook subscription service claiming to offer “the best value on a subscription plan in the category”. Continue reading at The Bookseller
[ The Bookseller | 2017-09-07 00:00:00 UTC ]
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London has triumphed over other regions for book sales so far in 2017, outstripping the overall market both in volume and value terms. Continue reading at The Bookseller
[ The Bookseller | 2017-08-30 00:00:00 UTC ]
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Updated to add details of the rumored black Surface Book based on the 8th-generation Core chips, as well as Intel’s desktop processors.For the first time, Intel’s upcoming 8th-generation Core CPUs will feature quad-core processors aimed at ultrabooks, offering performance as much as 40 percent... Continue reading at PC World
[ PC World | 2017-08-23 00:00:00 UTC ]
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Traditionally, the Beijing International Book Fair (BIBF) has focused on educational books, STM titles, and children’s books—in that order. This year’s event, which opens today and runs until August 27, is markedly different with many more categories represented. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-08-23 00:00:00 UTC ]
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The Chinese market is continuing to grow and will likely challenge the US when its two-child policy swells the number of younger readers. Continue reading at The Bookseller
[ The Bookseller | 2017-08-23 00:00:00 UTC ]
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Sympler co-founder and CEO Ben Jenkins outlines how brands should be approaching the massive opportunity in messaging. With WhatsApp at 1 billion daily active users, and Facebook Messenger and WeChat not far behind, there is no question of the importance of messaging. In the last 12 months my... Continue reading at Fast Company
[ Fast Company | 2017-08-22 00:00:00 UTC ]
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That’s the heart of the question now before the U.S. Court of Appeals for the Second Circuit, after a lively hearing on Tuesday in the case of Capitol Records vs. ReDigi. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-08-22 00:00:00 UTC ]
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On the European Commission's geo-blocking regulations for ebooks, the Italian, Greek, French, and European publishing associations issue words of caution. The post European Publishing Associations on Geo-Blocking, Ebooks, and the Digital Single Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2017-07-25 00:00:00 UTC ]
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Children’s book publicists are being called on to submit a low-budget marketing campaign they are proud of to a competition. Continue reading at The Bookseller
[ The Bookseller | 2017-07-22 00:00:00 UTC ]
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'The Grand Central Market Cookbook' takes readers into the iconic Los Angeles market for food that, as one of the book's authors put it, offers "a peephole" into the city's culinary scene at large. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-07-19 00:00:00 UTC ]
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Led by $590 million in sales of book-format graphic novels, the combined graphic novel and comics sales in North America grew 5% to $1.085 billion in 2016, according to a joint estimate by industry news sites Comichron and ICv2.com. Continue reading at Publishers Weekly
[ Publishers Weekly | 2017-07-14 00:00:00 UTC ]
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Wildfire has bought three titles in a new illustrated series by Lore podcast producer Aaron Mahnke exploring the historical provenance of the "myths, mysteries and frightening folklore that fill our stories and nightmares to this day". Continue reading at The Bookseller
[ The Bookseller | 2017-07-12 00:00:00 UTC ]
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Weidenfeld & Nicolson has acquired Don't Believe a Word, a new book by linguist David Shariatmadari investigating "the science of language", after a six-way auction. Continue reading at The Bookseller
[ The Bookseller | 2017-07-11 00:00:00 UTC ]
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