Emerging media marketing strategies can help brands connect with consumers in ways that align with their technology use, as well as the unique attributes of each demographic. Among the age cohorts that are most likely to be influenced by such tactics include millennials and Generation X.
Adults ages 18-35, also known as Millennials, are online approximately 25 hours a week and are active on various social media platforms. According to Forbes, “62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.”
Research indicates that millennials are more likely than other generations to share their experiences on social media, which can work to create user-generated content for brands. In turn, this can increase brand authenticity – a trait important to this group – as well as consumer loyalty.
Marketers can also connect with millennials through the Internet of Things as “two-thirds of them, globally, have smartphones” and are digitally-connected at all times.
There are also traits of this generation that marketers can align with in order to appeal to this generation. For example, millennials are “more informed than ever on social issues such as obesity and equality”; therefore, brands can convey messages like the one below to tell a story that millennials can appreciate and share.
Individuals born between 1965 and 1980 fall into the Generation X category, and have an active online lifestyle, with 80% on Facebook, Twitter or another social networking site. Digital video is also popular among Gen X, with 75% downloading or streaming video online at least once a month.
Another unique characteristic of this group is that they generally are more interested in news and politics. With this information in mind, IMC professionals can create content, such as an “edutainment” like the one below is “sure to hit the right chord with this age group.”
Other traits of this demographic include busy work schedules and a concern for fitness and wellness. Emerging media tools can be used to illustrate how brands and products align with these ideals.
For example, Starbucks’ blog provides helpful recipes to make people’s lives easier.
Walgreen’s promotes not only physical health, but mental health on their Twitter page.
What do you think? Is there a one-size fits all emerging media strategy when it comes to appealing to a diverse audience?