This document discusses how brands can successfully engage millennial customers in the digital age. It notes that millennials, the largest generation, are tech-savvy and care deeply about companies' values and social impact. The document recommends that brands get to know their millennial customers, understand what they care about, and engage them through personalized experiences and video content on online platforms, as millennials spend significant time socializing and shopping online. Brands should authentically be part of issues customers care about for long-term engagement and success.
Cancel culture describes boycotting individuals or brands online and in person for actions or statements deemed offensive. Recent examples include Ellen DeGeneres' show being canceled due to reports of toxicity behind the scenes and Aunt Jemima being removed for offensive racial stereotyping. Brands can avoid cancel culture by carefully considering diverse audiences, sticking to consistent values, and listening to respectful feedback to improve. Nike withstood initial backlash for supporting Colin Kaepernick by refusing to change their pro-equality stance.
This document discusses Millennials and Gen Z. It provides information about their ages, characteristics, behaviors, and motivations. For Millennials, it discusses that they are the largest generation born in the 20th century and will make up 75% of the workforce by 2025. They are tech-savvy, ambitious, family-oriented, and like constant feedback. For Gen Z, it notes they are the most racially diverse generation and focused on their financial future and brand ethics. Both generations are heavily influenced by social media and value personalized experiences. The document provides examples of brands that have successfully targeted each group's values and motivations.
CPG Innovation From Ideation to Aisle: New Techniques for Staying Ahead of Co...Instantly
Eighty-five percent of new products fail. How do you beat those odds? Instantly VP of Product Innovation Justin Wheeler and Supermarket Guru Phil Lempert offer up different solutions to make sure your next new product avoids failure.
Click here for the full recording of Wheeler and Lempert during our August 6, 2015 webinar: http://bit.ly/1P7zL2c
Is Social Media Prominent In Your Business?Blue Thumb
Social media isn't a fad, it's a fundamental shift in the way we communicate.
Are you willing to do what it takes to make social media work for your business?
If social media is not a top priority, your business may not exist in 5 years. Come get your questions answered and find the most beneficial tips and tools to compete in this fast moving digital media.
Jeff DeHaven, Digital Marketing Director of Blue Thumb shares from his 11 years of social media experience.
Looking forward to the event, thanks for giving me the opportunity to talk to your members.
Communicating Sustainability using Social Media - Agrion Webinar by @JoeySheppEarthsite
Companies today are able to engage in dialogue with their consumers through a variety of mediums, from traditional methods such as product packaging, to newer methods such as social media. However, according to a recent study by Carbon Trust, only a small percentage of consumers place confidence in companies’ sustainability claims. Additionally, hesitations in integrating social media into communications strategy still exist alongside a lack of understanding of how effective these tools can be. Our session today will examine how synergies between social media and communication strategy can have a tremendous impact by restoring consumer confidence, creating two-way dialogue, and promoting green practices. We investigate cost, return, strategy, transparency, and benchmarking for these communications campaigns, within the greater conversation of how this form of new media and globalization have compelled change in the corporate- consumer relationship.
How to use Content to Engage the Next Gen ConsumerLinkedIn
In this ever-evolving marketplace, how do you market to millennials? And how do you measure the effectiveness of your content with this particular segment?
North Cypress Fitness is launching a marketing campaign to change public perceptions of the gym from an exclusive "club" to being a place where "everybody fits." The campaign will target millennials aged 23-34 making $40,000 with early families. The big idea is that "North Cypress Fitness is a good fit." The media plan includes billboards, radio ads, Snapchat filters, YouTube and Facebook video ads to run from January to December. The goal is to increase new gym memberships.
This document discusses how brands can successfully engage millennial customers in the digital age. It notes that millennials, the largest generation, are tech-savvy and care deeply about companies' values and social impact. The document recommends that brands get to know their millennial customers, understand what they care about, and engage them through personalized experiences and video content on online platforms, as millennials spend significant time socializing and shopping online. Brands should authentically be part of issues customers care about for long-term engagement and success.
Cancel culture describes boycotting individuals or brands online and in person for actions or statements deemed offensive. Recent examples include Ellen DeGeneres' show being canceled due to reports of toxicity behind the scenes and Aunt Jemima being removed for offensive racial stereotyping. Brands can avoid cancel culture by carefully considering diverse audiences, sticking to consistent values, and listening to respectful feedback to improve. Nike withstood initial backlash for supporting Colin Kaepernick by refusing to change their pro-equality stance.
This document discusses Millennials and Gen Z. It provides information about their ages, characteristics, behaviors, and motivations. For Millennials, it discusses that they are the largest generation born in the 20th century and will make up 75% of the workforce by 2025. They are tech-savvy, ambitious, family-oriented, and like constant feedback. For Gen Z, it notes they are the most racially diverse generation and focused on their financial future and brand ethics. Both generations are heavily influenced by social media and value personalized experiences. The document provides examples of brands that have successfully targeted each group's values and motivations.
CPG Innovation From Ideation to Aisle: New Techniques for Staying Ahead of Co...Instantly
Eighty-five percent of new products fail. How do you beat those odds? Instantly VP of Product Innovation Justin Wheeler and Supermarket Guru Phil Lempert offer up different solutions to make sure your next new product avoids failure.
Click here for the full recording of Wheeler and Lempert during our August 6, 2015 webinar: http://bit.ly/1P7zL2c
Is Social Media Prominent In Your Business?Blue Thumb
Social media isn't a fad, it's a fundamental shift in the way we communicate.
Are you willing to do what it takes to make social media work for your business?
If social media is not a top priority, your business may not exist in 5 years. Come get your questions answered and find the most beneficial tips and tools to compete in this fast moving digital media.
Jeff DeHaven, Digital Marketing Director of Blue Thumb shares from his 11 years of social media experience.
Looking forward to the event, thanks for giving me the opportunity to talk to your members.
Communicating Sustainability using Social Media - Agrion Webinar by @JoeySheppEarthsite
Companies today are able to engage in dialogue with their consumers through a variety of mediums, from traditional methods such as product packaging, to newer methods such as social media. However, according to a recent study by Carbon Trust, only a small percentage of consumers place confidence in companies’ sustainability claims. Additionally, hesitations in integrating social media into communications strategy still exist alongside a lack of understanding of how effective these tools can be. Our session today will examine how synergies between social media and communication strategy can have a tremendous impact by restoring consumer confidence, creating two-way dialogue, and promoting green practices. We investigate cost, return, strategy, transparency, and benchmarking for these communications campaigns, within the greater conversation of how this form of new media and globalization have compelled change in the corporate- consumer relationship.
How to use Content to Engage the Next Gen ConsumerLinkedIn
In this ever-evolving marketplace, how do you market to millennials? And how do you measure the effectiveness of your content with this particular segment?
North Cypress Fitness is launching a marketing campaign to change public perceptions of the gym from an exclusive "club" to being a place where "everybody fits." The campaign will target millennials aged 23-34 making $40,000 with early families. The big idea is that "North Cypress Fitness is a good fit." The media plan includes billboards, radio ads, Snapchat filters, YouTube and Facebook video ads to run from January to December. The goal is to increase new gym memberships.
This document discusses marketing strategies for targeting different generations of consumers. It outlines the key characteristics of Baby Boomers, Generation X, Generation Y, and Generation Z. Brands must understand the unique behaviors and preferences of each generation in order to build loyalty. While brand loyalty is difficult to maintain given changing consumer attitudes, opportunities exist for brands that focus on innovation, customization, and using technology like social media to enhance the customer experience. Successful multigenerational marketing allows brands to appeal to multiple age groups.
This document provides an overview of social media for business purposes. It discusses major platforms like Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube. For each platform, it outlines key statistics like the number of users and demographics. It emphasizes the importance of listening to customers on social media and addressing their needs. It also recommends developing brand advocates and providing quick support. Finally, it provides tips for managing a social media presence, such as creating a content calendar and tailoring messages to different networks.
Social media provides both responsibilities and opportunities for businesses. It allows businesses to control their message while also listening and learning from customers through word-of-mouth recommendations. Different social media platforms like Facebook, Twitter, Instagram, and LinkedIn allow businesses to reach customers in various ways. It is important for businesses to understand analytics and measure their social media performance in order to adapt their strategies effectively over time.
Online videos are an important tool for non-profits and charities to use for fundraising and outreach. Videos on platforms like YouTube reach all generations, including 99% of Generation Y, 95% of Generation X, and 80% of Baby Boomers. While videos are often seen as best suited for younger audiences, 45 million people watch YouTube each month regardless of age. Non-profits recognize the potential of online videos but often underutilize them or fail to dedicate appropriate staff. To make effective use of videos, non-profits should incorporate them into communication plans as short, targeted clips aimed at specific audiences with the goal of creating huge impact.
Social Marketing - Making it work for your businessGemma Kane
Focusing on how to use the power of Social Media to your businesses advantage, this master class covers how to get the most out of resources such as Twitter, Facebook, Pinterest and YouTube as well as tips on effective Social Marketing Planning.
The Strategy for Engagement in Social Mediastephenwebster
The document discusses strategies for marketing and engagement used by Vancouver Film School (VFS). It describes two main strategies - an engagement strategy focused on user generated content and a connected marketing strategy partnering with other organizations. Specific tactics discussed include a YouTube scholarship competition with District 9 and developing a microsite and content for the film. The results were increased brand awareness, new leads, and growth for VFS. Trends of moving marketing efforts to mobile devices and participating in online conversations are also noted.
This document provides a feasibility analysis for a snack bar venture called FIX bar. It describes the founders and their responsibilities, the product which are organic snack bars designed to meet nutritional needs and facilitate daily activities, and the target market of young adults aged 18-24 in Miami. It finds that the market for nutritional bars has been growing significantly in recent years as consumers seek healthier snack options. The analysis concludes FIX bar has potential for success given the untapped market opportunity and growth trends in the industry.
This document discusses marketing to children and its effects. It notes that marketers see children as current and future customers, and that children influence family purchasing decisions. Research shows that children influence most family choices like food, entertainment, and trips. Marketers use many techniques to target children, like TV ads, product placement, websites, and advergames. These techniques can influence children's food choices, self-image, and purchase requests to parents. The document examines issues like pester power, effects on family relationships, obesity risk, and regulations around marketing to children. It also discusses using social marketing to promote healthy behaviors to children as an alternative approach.
Millenials and the Changing Face of B2B MarketingKAED1
This document summarizes information about marketing to millennials and how their behaviors have changed digital marketing. It notes that millennials now make up the majority of the workforce and control more of the purchasing process before contacting sellers. Millennials rely heavily on digital resources like smartphones, videos, and user-generated content from sources like blogs and YouTube. The document provides tips for marketing to millennials, including creating helpful educational content that builds trust and provides value in exchange for contact information to better understand their needs and nurture relationships.
14 Things Your Website Needs for Effective Fundraising in 2014Abila
Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals and Jamy Squillace, Director of Product Management, Abila, discuss the importance of the content on your website and increasing fundraising efforts.
This presentation is intended to aid you in getting the most out of your fundraising efforts in 2014. Our fundraising experts, Rich and Jamy, 14 things you can do this year to drive fundraising success. Topics include donor engagement, social media usage, and online fundraising.
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Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals
Jamy Squillace, Director of Product Management, Abila
This document discusses marketing strategies for different generations of patients. It provides statistics on Gen Z's technology usage and notes that 98% own smartphones. For millennials, it notes they are highly influenced by social media and blogs. The document offers tips for each generation, such as emphasizing quality and affordability for Gen X and using humor and transparency. It also discusses the importance of convenience, online scheduling, payment plans, and enhancing the patient experience through self-service registration.
Progressive consumers: 12 ways into their Hearts and CartsAmazon Advertising
What if there was a group of 50 million Americans who eat, shop and live their values? This presentation will enlighten marketers on what matters most to this group and how to best reach them at retail.
Learning Objectives
- Key insights from proprietary quantitative study identifying a group of progressive consumers (The Choicefuls) who are enthusiastically making choices that are “better-for-me” and “better-for-the-planet.”
- Shopper journeys plus ideas on how to connect with these progressive consumers at retail.
This document summarizes the results of a Nielsen global survey of consumer shopping behavior that included over 29,000 online respondents across 58 countries. Some key findings include:
1) While core lifestyle values like family, education, and religion were widely shared, shopping preferences varied significantly by region, indicating a need for localized approaches.
2) Respondents in growth markets like Asia-Pacific and the Middle East were more likely to spend impulsively, seek out new and designer brands, and do additional research compared to developed markets.
3) Price sensitivity and deal-seeking were globally important but especially prominent in Latin America, Asia-Pacific, and the Middle East. Free gifts and in-store promotions strongly attracted
Meet the consumer power house MILLENNIAL by Brandnow.asia Sept 2016Pacharee Pantoomano
This document provides information about marketing to millennials (Gen Y), born between 1981-1997. It discusses millennials' population size, spending power, values around meaningful work and collaboration. It also examines millennials' media consumption habits, preference for social media and video content. The document analyzes characteristics of Thai millennials and provides examples of successful marketing campaigns targeting millennials, including Coca-Cola's "Share a Coke" campaign and Chipotle's web series on wholesome food.
Pregnant women and new mothers are prolific sources of word-of-mouth conversations, averaging over 100 brand mentions per week. Their word-of-mouth is overwhelmingly positive and fuels consideration and purchase behaviors. A study by BabyCenter found that digital media, especially the internet, fuels most of their word-of-mouth conversations, with over half reporting visits to BabyCenter's website. Marketers are encouraged to leverage these word-of-mouth insights by encouraging engagement and making it easy for mothers to share their experiences.
Widya Media is a digital media company running two editorial brands on multiple social media platforms (YouTube, Instagram, Facebook, & Medium) namely Neuron & Hipotesa Media.
From 2018 to Q1 2020 Widya Media received multiple funding from top investors and Haluan Media Digital--a 70+ year-old media company in Indonesia.
And this is Widya Media's first pitch deck written by Karuniyado--as of this writing holding the position as CEO.
Social media and multichannel consumerBarry Dalton
This document provides an overview of multi-channel customer engagement and trends in social media. It discusses how consumers are increasingly engaging with brands across multiple channels like mobile, social media, web and email. It also outlines key trends in the social media space like its growing global user base, how engagement occurs across various platforms, and the importance of listening to consumers. The document advocates that brands look at consumer behavior and engagement from the perspective of creating business value both in social media and with social media through objectives like improving the customer experience, generating insights, measuring performance and innovating with customers.
Wondering how to get a sense of how your customer experience ranks with respect to best practices? How do you incorporate new channels with the traditional channels? Here's 7 steps to get you started!
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
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This document provides a feasibility analysis for a snack bar venture called FIX bar. It describes the founders and their responsibilities, the product which are organic snack bars designed to meet nutritional needs and facilitate daily activities, and the target market of young adults aged 18-24 in Miami. It finds that the market for nutritional bars has been growing significantly in recent years as consumers seek healthier snack options. The analysis concludes FIX bar has potential for success given the untapped market opportunity and growth trends in the industry.
This document discusses marketing to children and its effects. It notes that marketers see children as current and future customers, and that children influence family purchasing decisions. Research shows that children influence most family choices like food, entertainment, and trips. Marketers use many techniques to target children, like TV ads, product placement, websites, and advergames. These techniques can influence children's food choices, self-image, and purchase requests to parents. The document examines issues like pester power, effects on family relationships, obesity risk, and regulations around marketing to children. It also discusses using social marketing to promote healthy behaviors to children as an alternative approach.
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This document summarizes information about marketing to millennials and how their behaviors have changed digital marketing. It notes that millennials now make up the majority of the workforce and control more of the purchasing process before contacting sellers. Millennials rely heavily on digital resources like smartphones, videos, and user-generated content from sources like blogs and YouTube. The document provides tips for marketing to millennials, including creating helpful educational content that builds trust and provides value in exchange for contact information to better understand their needs and nurture relationships.
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Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals
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What if there was a group of 50 million Americans who eat, shop and live their values? This presentation will enlighten marketers on what matters most to this group and how to best reach them at retail.
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- Key insights from proprietary quantitative study identifying a group of progressive consumers (The Choicefuls) who are enthusiastically making choices that are “better-for-me” and “better-for-the-planet.”
- Shopper journeys plus ideas on how to connect with these progressive consumers at retail.
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1) While core lifestyle values like family, education, and religion were widely shared, shopping preferences varied significantly by region, indicating a need for localized approaches.
2) Respondents in growth markets like Asia-Pacific and the Middle East were more likely to spend impulsively, seek out new and designer brands, and do additional research compared to developed markets.
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Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
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How to use AI to optimize your content
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How to get AI to mention your content and your brand
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
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• Plato’s Cave – You sell products, but you market ideas
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This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
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2. Who is a generation?
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
08:32:56
3. Who is a generation?
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
password1234
10:18:41
4. #BananaGate
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
5KG
5. Who is a generation?
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
6. Who is a generation?
• All of the people born and living at about the same time, regarded
collectively who share similar cultural experiences
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
8. MATURES GENERATION Z GENERATION α
< 1946 2013 - 2030
5 - 0> 93 – 73
Too youngToo old
1995 - 2012
23 - 6
Not much money
Young
MILLENIALS
1978 - 1994
40 - 24
Familiar
9. BABY BOOMERS
GENERATION X
1946 - 1969
1966 - 1977
73 - 53
52 - 41
Spending power[1]
4.74 trillion reasons[2]
82 million strong
Influence Boomers
Are aging
10. They’ve got money
They will inherit $15trillion in the next 20 years
They own 80% of all money in savings and loans
50+ has $2.5 trillion annual income (42% of all after tax income)
Boomers outspend younger adults online 2:1 on a per capita basis[3]
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
11. Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
They’ve got numbers
82m boomers in US alone
By 2050, there will be 161m 50+ customers. A 63% increase since
2010.
An aging population, globally
12. They want to spend
• Shop online as frequently as
millennials
• Spend more per transaction
than millennials and Gen X
• Tend to buy higher price
point items (household
goods, wines)
• 36% go from awareness to
conversion in the same day[4]
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
$203
$190
$173
Average Spend per transaction
(USD)
Baby Boomers Generation X Millenials
Global Online Consumer Report: KPMG International 2017
13. But not on their
mobiles
• Baby boomers love laptops
& PCs
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
67
55 54
4
8 11
10
9 6
20
28 29
Baby Boomers Generation X Millenials
Preferred Device use for purchasing online
(%)
Laptop / PC Smartphone Tablet No preference
Global Online Consumer Report: KPMG International 2017
14. And online
• 51% online 15+ hours a week
(Millennials just 41%)[5]
• 70% use the internet on a daily
basis[6]
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
56
5553
40
22
% Device ownership
laptop
smartphone
desktop
tablet
ereader
AARP 2016 Technology Trends Among Mid-life & Older Americans, 2016
15. What they use them for
91
79
72 70
62 60
47 46 44
38 38 35
26
0
10
20
30
40
50
60
70
80
90
100
1
% Smartphone activities
Send or receive Ims or Emails
Get directions or traffic info
Get news and other info
Visit websites / surf internet
Access a social networking site
Download or purchase an app
Play a game
Comparative shop for discounts and deals
Make a purchase
Get health and fitness info
Watch videos or shows
Perform banking or financial transactions
Post reviews, ratings or comments
AARP 2016 Technology Trends Among Mid-life & Older Americans, 2016
16. They are multitaskers
• 77% use devices
simultaneously with other
screens
• 64% use devices
sequentially
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Ipsos MediaCT 2013 Boomers/Seniors Research Study
52
30
18
16
% Simulaneous cross device behaviour
PC & TV
TV & Smartphone
PC, TV, & Smartphone
PC & Smartphone
17. Engagement Channels
• Email
• Search
• Word of mouth
• Social media
• Video
• Mobile
• Peer recommendations
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Top 7 Online Marketing Channels
for Mature Consumers in 2015
https://bit.ly/2HbmP2o
18. They can be loyal
74
45
35 36
25
29
20 21
17 16
66
47
39 36
28 26
20 19 18 16
59
43
37 35
29
21 19 18 18 17
0
10
20
30
40
50
60
70
80
Excellent
Customer
Support
Exclusive
Offers for
members
Loyalty
program
Listens to
customer
feedback
Customised
promotions
Easy to make
repeat
purchases
Suggested
products based
on purchase
history
Socially &
community
concious
Recognises
customer
across
channels
Anticipates
need based on
customer
profile
Top 10 attributes that drive customer loyalty – by generation (%)
Baby Boomers Generation X Millenials
Global Online Consumer Report: KPMG International 2017
19. Top 5 Boomer Myths
• 76% own some sort of computing
device
• 73% own a smart phone
• 52% own a tablet
• 11% own a wearable device
#1TECHNOPHOBIA
• Outspend younger adults 2:1
• Own 45% of national income
#2NO MONEY
• Living longer than any previous
generation
• Actively seeking to live longer
• Average retirement is 68
#3NEARLY DEAD
• 91% have made an online purchase
• 46% comparative shop online
• 70% visit websites
• 70% on Facebook
#4OFFLINE
• Boomers span nearly 20 years
• Variety of lifestyle milestones
• Different needs & preferences
#5THE SAME
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
20. The Boomer Brain
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
ATTRIBUTESCOMMUNICATION
VALUES REWARDS
21. Values
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
• Optimism
• Question everything
• Involvement
• Anything is possible
• Personal growth
• Youth
• Spend now, worry later
• Personal gratification
• Work
• Loyal to children
• Anti war
• Trust no one under 30
• Anti Government
• Equal rights
• Transformational
• Make a difference
• Equal opportunities
22. Communication
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
• Diplomatic
• In person
• Present options
• Personal touch
• Speaks directly
• Detailed orientated
• Speaks openly
• Friendly rapport
• Expects details
• Dislikes manipulative
or controlling language
• Include or offend
• Uses body language to
communicate
• Knows what’s important
23. Rewards
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
• Flexibility
• Respect
• Money
• Public recognition
• Awards for hard work
• Soft benefits
• Feedback
• Recognition
• Title & Status
• Praise
• Tailored
• Winning
24. Attributes
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
• Goal orientated
• Ambitious
• Consumerism
• Idealism
• Multi-taskers
• Challenge authority
• Live to work
• Optimistic
• Competitive
• Good communicators
• Seek work life balance
• Consensus leadership
• Responsibility
• Ethical
• Anti-establishment
• Loyal
• Competent
• Crisis handling
• Educated
• Strong work ethic
25. Abi Hough - Device Experience Director @ Endless Gain-
Generational Optimisation
Psyche
• Keep up with the Joneses
• Customised and unique products
• Conspicuous consumption
• Be the best
• Influenced
• Input
• Save time
• Control
• Accomplishment
• Courtesy
• Competitive
26. Engagement
• Show optimism
• Feature brand names
• Person to person communications
• Teamwork
• Customised solutions
• Don’t make them feel old
• Don’t be afraid to sell
• Be professional
• Explain processes
• Highlight products or services that “do the work for you”
• Find out needs and wants, and present best product or solution
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
27. Undeniable Truth
• 62% of 50 – 64 year olds have one chronic condition
• Todays middle aged over the next 14 years will
• Have a 55% higher prevalence of diabetes
• Have a 25% higher prevalence of obesity
• Have a 9% lower prevalence of very good heath status
• Not as healthy as previous generation
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
America’s Health Rankings Senior Report, United Heath Foundation 2016
28. Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Look ahead & plan
• Mid life crisis
• I’m getting old!
• Age related disabilities are starting
Generation X
29. Aging population
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
• https://www.youtube.com/w
atch?v=QwfH1gYkXTw
• The Economist: The World in
2015: Global population and
the changing shape of world
demographics
30. Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Eyes
• Macular Degeneration
• Cataract
• Diabetic Retinopathy
• Glaucoma
• Dry Eye
• Low Vision
Age related issues
36. Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Brains
• Memory
• Less concentration
• Easily distracted
• Depression
Age related issues
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
37. Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Movement
• Dexterity
• Fine motor skills
• Grip
• Accuracy
• Sensory perception
Age related issues
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
38. Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Hearing
• 1 in 6 baby boomers (ages 41-59) have a hearing problem, and
most people with hearing loss are still in the workforce (younger
than 65).
• 1 in 14 Generation Xers (ages 29-40) already have hearing loss.
• Only about 1 out of 4 people with this problem use hearing
instruments
Age related issues
Better Hearing Institute (BHI) , MarkeTrak VII Survey, 2005
39. W.C.A.G Concepts
• Perceivable
• Operable
• Understandable
• Robust
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Web Accessibility
What are Web Content Accessibility
Guidelines?
https://bit.ly/2moIRno
WCAG 2.0 Checklist (non-scary version)
https://bit.ly/2nnDXnA
40. 3 levels of W.C.A.G 2.0
• A – good job!
• AA – amazing!!
• AAA – holy grail!!!
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Measuring Accessibility
41. Use free stuff
• SiteImprove chrome plugin
• NoCoffee vision simulator
• Talk, identify
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
How to check
SiteImprove Chrome Plugin
https://bit.ly/2mnM2bq
NoCoffee vision simulator
https://bit.ly/1FKN1Ix
42. Check this:
→ Page title
→ Text alternatives
→ Headings
→ Contrast ratio
→ Colours for all
→ Resize Text
And this:
→Keyboard access and visual focus
→ Forms, labels, and errors
→ Moving, Flashing, or Blinking
Content
→ Multimedia (video, audio)
alternatives
→ Page hierarchy
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
Quick Start Guide
43. No Carousels
Perceivable, operable
→ Removed the carousel
→ Replaced with 3 separate banners
→ 5.6% increase in conversions
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
44. Visibility
Perceivable, operable
→ Increase size of search bar
Test 1:
→ 43.5% increase in interactions,
7.4% increase in add to baskets
Test 2:
→ 51% increase in interactions
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
45. Distraction, Order, Chunk
Perceivable, operable,
understandable
→ 1.98% increase in conversions
→ £1.4m increase in revenue
→ 5% increase successful
completion (mobile)
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
46. Key Points
• Understand YOUR boomers
• Use surveys to deep dive what
they want – they will tell you!
• Segment them well
• Integrate with Marketing
• Biometrics -v- Pride
• Test within and utilise the
channels they use
• Harness their spending power
and numbers
Abi Hough - Device Experience Director @ Endless Gain- Generational Optimisation
• Cater for their changing physiology
• Design and build tests that make it
easier for them to do what they
want to do
• Use accessibility to assist them,
and others
47. References
[1] Neilsen and The White House Council of Economic Advisors, 2014 Millennials: Breaking the Myth, Neilsen 2014.
[2] National Venture Capital Association, Venture CapitalReview, 2013
[3] Forrester Research, 2009
[4] The Truth About Online Consumers, KPMG 2017
https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf
[5] The State of the User Experience, 2nd Annual Edition, Limelight Networks 2015
http://img03.en25.com/Web/LLNW/%7Be52345e6-02a4-4332-9514-937c853c61cb%7D_2015StateofUser.pdf
[6] Older Adults & Internet Usage, Pew Research Centre 2012
http://www.pewinternet.org/files/old-media//Files/Reports/2012/PIP_Older_adults_and_internet_use.pdf
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
48. Useful Reads
DotBoom – Marketing to Baby Boomers through Meaningful Online
Engagement. David Weigelt & Jonathan Boehman
Generational Selling Tactics That Work: Quick & Dirty Secrets to
Selling to Any Age Group. Cam Marston
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation