Picture charge: Lobster
Cast your head way back. A time when entrepreneurs would assume a whole selection of collective traits based on something as an age category. Baby boomers appreciated individual choice, Generation X were results-driven and Generation Y changed.
Compare that with today, where customer data is everywhere. We all know where our clients are, what they’re eating, what they buy and that they know. And most importantly, we understand what they think in. We could get to the center of their values and understand their motivations. The contemporary marketer has abandoned targeting age classes of segmenting by interests and beliefs in favour.
This strategy hasn’t been more applicable than when we consider the existing YouTube generation, or as some are calling them – “Generation C”. A creation, which isn’t defined by age, but by its mindset of curation, creation, community and connection.
That is a group who have dismissed traditional advertising, but consume video. It’s ignored, when it is not applicable, first or personalised.
- 67% upload photographs to social networks
- 85% rely on peer approvals before buying
- 40% watch hardly any TV
- 91% sleep near their phone
As Generation C would be the influencers it’s a set that is critical – they decide what is coming and what their peers are currently purchasing.
The anatomy of a modern new
How can you aim a group who are beyond traditional marketing? Essentially, you have to feel like a fallible human than a faceless company.
Take a notion: Break away from the dull masses and create/share content that actually stands for something. It’s powerful to bring a view, even if this means alienating some folks. For this reason, 2016 has seen marketeers move from schedules in favour of real-time improvisation. If you spot a chance to jump to a topic that fits with your clients’ particular beliefs, then dive in with both feet.
Produce transparency: folks are already talking your own brand. When it’s face to face or over social media, you are being scrutinised. You create more transparency, by becoming involved in this process.
Share it if you see a review and if there’s an problem, fix it. The entire region of fallibility is in the heart of the motion – errors are made by brands, they get it wrong, but that is ok – it’s human. It may seem contrary to expose weaknesses that are perceived, but by doing so, you get trust in other regions. Maybe even attempt to inject a little humour.
Inform real stories: Generation C worth actual folks over goods, so attempt to highlight stories in social websites that convey the human touch. Real stories that are imbued with qualities that are real. Speak less of the product and more of the qualities that it signifies.
Consistently offer worth: we are aware that product marketing is turning people off, so avoid it. Look to create and share content which provides some sort of value to customers. This could take a variety of forms – it might be inspiring, enlightening or funny.
Focus rather than quitting the product each time if you sell drinks that are healthful. Should your articles is always made by you about about these, you’ll build trust – that is exactly what you need.
Generation C is demanding a new method of thinking. They’re switching off if it feels fake. Traditional marketing methods are consigned to the dusty history books of college libraries.
Welcome to the age of content that is genuine.