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If form follows function, then the media that marketers use should follow the message–or, specifically, the intended target demographics, according to Forrester Research.
The medium du jour may not be best way to reach target audiences online, because generational differences in media consumption, writes ClickZ (via MarketingVox), citing Forrester principal analyst Charlene Li: “To plan effective integrated campaigns, marketers must start with search and layer on site messaging in the media that resonate with target consumers: buzz, blogs, and banners for Gen Yers, deep search and word of mouth for Gen Xers, print and product packaging for Boomers, and the written word for Seniors,” she writes.
Search (non-vertical) is apparently the constant for all online generations, accounting for 71 percent of site visits, with another 8 percent coming from vertical search engines. After search, different age groups use media differently, in general, and also for finding what they’re looking for online.
Gen Yers tend to rely on word of mouth (WOM) and blogs, and tend to click on banner ads; Gen Xers use “pass-along” media, including email and WOM, and love search; Boomers like print media and news; and Seniors spend less time with media, prefer print, and listen to recommendations from friends and family.
Comcast is hoping to enlighten media buyers on the ways of young men ages 18-34 with its new “field guide,” titled Hunting with Lightsabers, that has been in the works for a year and is now available.
The guide provides…
One of the few remaining tabloid book review sections in the country’s newspapers bought the farm this weekend.
The Chicago Tribune, which last year moved its stand-alone book review tabloid from Sunday to Saturday, has killed the section altogether, replacing…
A “Money Bus” took off to begin its tour of the country this week. The bus - part of a campaign by Kiplinger’s Personal Finance, the National Association of Personal Financial Advisors (NAPFA) Consumer Education Foundation, and TD Ameritrade Institutional…
Though prime time viewing on broadcast is down, all four networks are up in viewers for NFL games through the first four weeks of the season, compared to last year.
NFL games are scoring high ratings in part because the…
Most Americans are very concerned about their internet privacy and many are taking steps to limit the information that is being collected and shared about them online, according to a poll from Consumer Reports, MarketingCharts reports.
To combat what they view…
Companies are struggling with how to adapt to serve a new wave of consumers from the Millennial Generation (or Gen Y) - born between 1982 and 2001 - according to a global survey by the Economist Intelligence Unit and Alcatel-Lucent company Genesys, reports Retailer…
