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 Bookseller is launching a children’s marketing competition for delegates of this year’s children’s conference, which will take place at the Barbican in London on the 29th September. Continue reading at The Bookseller
[ The Bookseller | 2015-08-15 00:00:00 UTC ]
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Financial results released by three major trade publishers within the last 10 days reflect the challenges publishers are facing in a market that is seeing little, if any, top-line growth. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-08-07 00:00:00 UTC ]
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Twentieth Century Fox wants to talk to teens the way that they do with their friends, so it's using GIFs to chat with them on mobile messaging app Kik. The film studio and agency Trailer Park are launching a campaign today for the sci-fi flick Maze Runner: The Scorch Trials, the sequel to... Continue reading at AdWeek
[ AdWeek | 2015-08-06 00:00:00 UTC ]
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Users of Salesforce’s Marketing Cloud on Tuesday gained easier access to Instagram’s roughly 300 million users thanks to an integration made possible by a new API.Marketers can now use Salesforce’s cloud software to buy and manage Instagram advertising, publish content and offer customer service... Continue reading at PC World
[ PC World | 2015-08-05 00:00:00 UTC ]
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Ferol Vernon of Written Word Media argues that online, email book marketing is at its most effective when addressing readers in precise verticals. The post Can Technology Replicate Word-of-Mouth Book Marketing? appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-08-04 00:00:00 UTC ]
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Few C.E.O.s can claim to head a one-billion dollar publishing company. John Ridding secured that status last week as the Financial Times chief executive saw Japan’s financial news giant snatch The F.T. away from Axel Springer, paying $1.3 b ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-07-31 00:00:00 UTC ]
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Describe your role I’m the publicity and marketing assistant at Michael O’Mara Books. I support the department by carrying out general administrative tasks as well as posting on our social media channels, setting up competitions with third parties and running my own campaigns. What do you... Continue reading at The Bookseller
[ The Bookseller | 2015-07-25 00:00:00 UTC ]
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Those who are so quick to dismiss the launch of Oh My Vlog! and its coverage of the new breed of online superstars are missing the pointOn Wednesday afternoon, while Piers Morgan was penning his important and completely helpful musings on the concept of Nicki Minaj’s support from Black Twitter,... Continue reading at The Guardian
[ The Guardian | 2015-07-23 00:00:00 UTC ]
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Charging VAT on digital books is “holding back the development of the ebook market in general, and especially in non-English and small-language markets”, the International Publishers Association’s (IPA) José Borghino has said. A global survey of VAT rates, conducted by the IPA and the... Continue reading at The Bookseller
[ The Bookseller | 2015-07-21 00:00:00 UTC ]
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Plans to hype David Lagercrantz’s Girl With the Dragon Tattoo sequel by tattooing a volunteer reader, now mercifully cancelled, took branding a little too literallyWith Go Set a Watchman finally out, it’s time to move on to thinking about the summer’s next most-anticipated/hyped novel, which has... Continue reading at The Guardian
[ The Guardian | 2015-07-14 00:00:00 UTC ]
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Last week, Publishing Perspectives hosted a Twitter chat with Holger Volland on the Frankfurt Book Fair's new event, The Markets: Global Publishing Summit The post “The Markets will be the UN for Publishing,” A Chat with Holger Volland appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-07-14 00:00:00 UTC ]
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Describe your role. Creating and managing marketing campaigns for new releases and ensuring that as many people as possible hear about and are completely enthused by the fantastic books Flying Eye are producing, through press reviews, events, advertising and online channels. What do you like... Continue reading at The Bookseller
[ The Bookseller | 2015-07-11 00:00:00 UTC ]
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Led by increases in the book trade, 2014 sales of graphic novels and periodical comics in North America rose in every sales channel except the newsstand, where sales of periodical comics declined. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-07-01 00:00:00 UTC ]
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E L James’ Grey had its second straight 300,000-plus weekly print sale—pushing the book's combined UK ebook and physical sales over the 1 million unit mark—while the overall British print books market has experienced its first half-year rise in seven years. Continue reading at The Bookseller
[ The Bookseller | 2015-07-01 00:00:00 UTC ]
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Statistics from the publishers association show that German ebook sales has stabilized, with prices dropping year over year, and print sales are up. The post German Ebook Sales Reaches 4.3% Of Overall Book Market appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-06-25 00:00:00 UTC ]
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Ricardo Lay discusses how to revitalize the book market in Brazil, such as opening new sales and distribution channels and bolstering foreign rights sales. The post What Can Revitalize Brazil’s Book Market? appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-06-24 00:00:00 UTC ]
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M.J. Rose, the founder of AuthorBuzz, shares her best practices book marketing, pitfalls to avoid, and other challenges of reaching readers. The post AuthorBuzz Founder M.J. Rose’s Best Practices for Marketing appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-06-23 00:00:00 UTC ]
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The one questions author should ask themselves that they typically do not when it comes to book marketing is: Should I do PR or marketing? The post Should an Author Favor PR or Marketing? appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-06-23 00:00:00 UTC ]
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The past week has been filled with great data points. Here are 14 of the more intriguing numbers we came across: 1. Airbnb is on track to make $900 million this year, The Wall Street Journal reported. That's more than triple what it made in 2013 ($250 million). Internally, the sharing-economy... Continue reading at AdWeek
[ AdWeek | 2015-06-22 00:00:00 UTC ]
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The International Publishers Association (IPA) has urged Greek finance minister Yanis Varoufakis to protect the country’s reading and book culture during the ongoing financial crisis. In a letter, IPA secretary general Jens Bammel wrote of how the Greek publishing industry has “suffered... Continue reading at The Bookseller
[ The Bookseller | 2015-06-19 00:00:00 UTC ]
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