- 12 Nov
5 Big Changes in B2B Buying Behavior You Need to Know
If you’re a B2B marketer, and especially if you work for a services provider, your environment is about to be upended. Your customers are changing. And so are the ways those customers buy.
The Winds of Change Are Upon Us
There is mounting evidence that B2B buyer behaviors are shifting due to a number of dynamic forces. While those forces are slowing moving the markets we work in, most have not noticed the shifts. And if we don’t move with those forces, we will be left in the dust.
In this article from Target Marketing Magazine, Ruth P. Stevens brings forward five glaring developments in business buying behavior that you need to know about. And once you know, you must consider how to adapt and, better yet, turn the changes to your advantage. To learn what those developments are, read the full article at Target Marketing Magazine Online.
- 20 Jul
Three Proven Strategies for Engaging Millennial and Gen Z Customers
By current estimates Millenneials and Gen Z constitute a $350 billion combined spending power. And that fact has gotten the attention of almost every major brand. So, that means that brands are making those demograhics a priority. And today they are focused on how to reach them, motivate them, and inspire loyalty among them.
Now Here are the Real Questions
But what’s truly motivating these younger audiences? And how do they differ? And what strategies and tactics can today’s marketers use? Plus, what inspires the enduring loyalty of Millennials and Gen Z consumers?
To find out, Alison McGlone looked into it. She recently hosted a panel at Nerd 100 with prominent marketers and researchers. She assembled a panel of people who excel at understanding, engaging, and bridging these two generations of customers. So, to see what some of the things experts from Facebook, Airbnb, Lyft, Ellevest, and InterQ Research had to say, read the full article at MarketingProfs.com
- 30 Mar
What Are Xennials? And, Do They Matter?
For the past several years, the world has been obsessed with Millennials. Employers grouse about them, marketers try to understand them, and Gen X parents hope their kids don’t become the stereotype. The general demographic cohort that we have labeled the Millennials were born between the early 80s through the early 2000s. That’s a considerable span, and as you can imagine, the people born in the 80s are experiencing life in a very different way than someone born in 1999. Enter the Xennials.
Many are now suggesting that the older Millennials (who are 30-45) are blending with the younger Gen Xers to form what has been defined as The New Adulthood or Xennials. This melded age group has more in common with each other, as opposed to either the Gen X or Millennial groups they actually fit into, based on their birth year.
This “in-between” generation has redefined what growing up looks like and it’s worth our time to learn more about this forgotten group of consumers. Xennials comprise 8% of the US population or approximately 25 million people and were typically born between 1977-1983. This group is also called the “Oregon Trail Generation” in reference to a popular computer game when they were growing up.
One of the more telling facts about this group is that they had analog childhoods and digital adulthoods. They were born without the internet but used it to find their first post-college jobs. They’re the last generation to remember using the landline phone to call their friends to make plans for the weekend.
Here are some characteristics of these New Adults:
- Many of them will never work for an employer but instead will move right into being an entrepreneur
- They marry later
- Many of them are opting out of home ownership
- International travel is a priority
- They are tech savvy but not tech absorbed
- They are very financially literate and comfortable managing their money
From a marketing perspective, what will ring true for this target audience?
Nostalgia plays well: This group invented social media, but they remember how good life was without out. They like to reminisce about the days when everyone wasn’t connected 24/7, and you still watched TV to get the day’s news. Shows like Stranger Things appeal to their fondness for the 80s, and they get credit for the resurgence in vinyl record sales and Fuller House.
The defining moment of their childhood was 9/11, so they also tend to demonstrate more patriotism and believe in the country’s resilience. Family bonding is very important to them, and they love to cook and entertain. Interestingly, they’re also most likely to pay professionals to do chores to save time, and they’re the ones who brought about the open concept trend.
They’re natural optimists: Another nickname for this generation is the “lucky generation.” They were old enough to grow up without the challenges of the digital age like cyberbullying, sexting and having their every embarrassing moment shared with the world. They grew up as the Berlin Wall fell and Apartheid ended.
They got their first job before the recession and bought their first home (if they bought one) before property prices hit the roof.
They’d rather be associated with Gen X than Millennials: There’s no bigger insult to a Xennial than to assume they’re going to behave like the stereotypical Millennial. They see themselves as very hard-working savvy investors and view their entrepreneurialism as a way of continuing the American Dream.
They straddle the tech fence: This micro-generation loves to use innovative devices that improve their life like fitness bands, smart appliances, and VR/AR headsets. But they disregard some of the more frivolous social networks like Snapchat and still subscribe to magazines and newspapers.
The post Are you forgetting the Xennials? appeared first on McLellan Marketing Group.
- 19 Oct
TV Ads and Word-Of-Mouth Sway Purchases for Gen Xers
- Oct 19, 2018
- Dan Hoff
- Gen X Marketing, Generational Marketing, Marketing to Millennials, Word of Mouth
Does your business depends upon marketing and advertisement campaigns? Then you probably would like to know the latest trends and supporting data. Plus, if you sell to a specific demographic, then it would be even better to know what buyers rely upon now to make their purchase decisions.
What Better Way to Find Out Than to Ask Them
Recently, Marketing Charts released their US Purchase Influencers Report for 2018 [download available]. They set out to understand what it was that has the greatest influence on purchases by generation. And to do so they looked across the range of potential purchase influencers. This included TV ads, email offers, search engine recommendations and even recommendations from friends.
To see what they found, and for a chance to download the original report, read the full article at MarketingCharts.com Read More »
- 02 Jun
Tech Update: Mobile and Social Media Usage, by Generation
from Marketing Charts.com
Millennials continue to be the generation with the broadest access to smartphones and the heaviest use of social media. But Gen Xers are more apt to be using tablets and a majority of Boomers are also “embracing” digital technologies. This, according to a report [download available] from the Pew Research Center.
Smart Phone Adoption is Growing at a Huge Pace
Also, not surprisingly, smartphone ownership has blossomed in recent years. Less than 5 years prior than this latest study, in May 2013, just half of the adult population owned a smartphone. Today, that number has swollen to 82% of all cell phone users. The marketing implications for this alone is huge and highlights the growing importance of a mobile-first strategy in the coming years.
To see more of the data, to read more insights and to download a copy of this report, read the full article at MarketingCharts.com
- 10 Nov
Are Younger Consumers Over Email?
- Nov 10, 2017
- Dan Hoff
- Email Marketing, Gen X Marketing, Generational Marketing, Marketing to Millennials, Marketing to Teens
As the generations come of age, tastes and habits in the market change. And since email has become one of the core pillars of the modern marketing mix, it is good to know if younger consumers are still ‘in to’ email.
There’s Good News and There’s Bad News . . . Nope. Only Good News
It seems that for most younger consumers in the United States, their use of email has increased over the past few years. And most expect it to increase even more in the next five years. This was according to recent research from SendGrid and Egg Strategy.
To see a summary of the data and insights, see the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 02 Sep
Millennials Move Over – 10 Killer Tips to Reach Gen Z
- Sep 02, 2017
- Dan Hoff
- Generational Marketing, Lead Generation, Marketing to Millennials, Marketing to Teens
by Patty Odell
One of the truly great things about the discipline of marketing is a pursuit that it is in constant flux. Market trends move. And the constantly shifting winds of markets mean you need to constantly stay in tune with your key demographic. Yesterday it was Gen X, then Gen Y, then Millennials.
But now, Gen Z seems to be elbowing Millennials aside as the demographic most sought after by marketers. That may still be up for debate. However, Gen Z and its massive size — 2.6 billion by 2020 — and annual buying power — $44 billion — are clearly attractive to marketers.
96% of Gen Z owns a smartphone and 86% use social media to learn about new products.—mediakix
Perhaps no one understands this group as well as Connor Blakley. He is the 17 year-old entrepreneur who founded youth marketing agency YouthLogic to help brands market to young people. To give us some insights into the market, Blakley provided 10 great tips to help you capture the attention of Gen Z.
To see them all, read the full article at ChiefMarketer.com
- 14 Jul
How Have Media Habits Changed Among Millennials and Teens?
- Jul 14, 2017
- Dan Hoff
- Generational Marketing, Marketing Strategies, Marketing to Millennials, Social Media Marketing, Video Marketing
Millennials say they are spending more time with video and social. But they are not necessarily cutting back their time with other media. This is according to survey data, younger US internet users ages 13 to 17 are shifting away from text-based online content. And moving a bit from TV while spending more time with video and social.
Are We Confused Yet? And Where Have all the Millennials Gone?
The data comes from a March 2017 survey by streaming solutions and content provider Fullscreen and market research agency Leflein Associates. For their survey, they polled 1,173 US internet users ages 13 to 34. What they found was that both the younger and older groups were considerably more likely to say they were spending more time streaming full-length TV shows and movies. And similar percentages said they were spending more time with short online video.
So what does this mean for your marketing strategy? And, how can you adjust your ad spend to hit your key demographic? To see all of the data, read the full article at eMarketer.com
- 25 Mar
The Most Popular Social Networks With Millennials, Gen X, and Baby Boomers
- Mar 25, 2017
- Dan Hoff
- Facebook, Generational Marketing, Instagram, Snapchat, Social Media, Social Media Marketing
by Ayaz Nanji
It is commonly assumed that Facebook is the most popular social network across generations. However, research indicates that it’s not as dominant with younger consumers as with older consumers.
According to Recent Research from Sprout Social
The report was based on a survey conducted in January 2017. For the report, they polled 1,000 Millennials, Gen Xers, and Baby Boomers in the United States. Now not surprisingly, the research confirmed what we all have suspected. It seems that some Gen Xers as well as Baby Boomers say Facebook is their favorite social network. But Facebook ranked as the most popular social network with Millennials.
To see the numbers and what they can mean to your social media marketing strategy, read the full article at MarketingProfs.com
NOTE: A Free Registration pop up opens on this site. Registration is not required to read the article.