Let’s go to the back days where segmentation was very easy and where the marketers would carefully assume an entire array of shared traits based on something like an age group. Baby boomers valued discrete choice, generation X were entirely driven by results and generation Y desired change. Comparing this condition with today, we know that consumer data is everywhere. Every detail of our consumer can be instantly received; we can know where our customer is, what is he eating, what is he buying who all are his connections and the most important thing we can know about what they believe in. Getting into the hearts of our customer, understanding their values and motivations is much easier than ever before.
As a modern marketer, the best way is to abandon the target age groups and instead start segmenting by beliefs and interest. This approach is more relevant when we consider the current YouTube generation who are known as the Generation C, not at all defined by their age rather defined by the mindset of 4 C’s including creation, community, connection and curation.
This generation has absolutely dismissed traditional advertising, by focusing only on digital videos. If those are not personalized, original and relevant there are higher chances of getting ignored by this generation C. Recent stats demonstrate that, more than half the population are busy uploading photos to different social networks, many users sleep next to their phone, many of them hardly watch TV, many rely on peer approval before buying. This is a critical group of influencers who have the power to decide what’s coming next and what are their peers buying.
The way people discover, share and process the information has changed dramatically.
The composition of a modern brand
Remember great brand is the great story, and you need to stop campaigning rather start committing. Define who you are and what you stand for!
Have an opinion:
Let us break away the bland masses and create or share the contents which stand for something. 2016 has seen a massive move by the marketers from the planned scheduled in favor of improvisation. Spot an opportunity to jump on to the topic which matches the customer’s belief and start diving into it.
Your customers are already talking about your brand. They are discussing through face to face or through social medias which means you are getting scrutinized. Get involved more into the process and you can create transparency. Positive reviews must be shared and issues should be resolved immediately.
Tell real stories:
Generation C always value real people over products, hence you should try and highlight the stories in social medias conveying human touch. Stop talking more about the actual product and start talking more about the qualities it represents.
Always offer value:
Product promotion is not at all encouraged by the Generation C, so avoid it. Start sharing and creating the most valuable things which provides value to your customers. This can be in educational form or inspiring form. For example: If you are the seller of healthy soft drinks you must focus on health advice rather than plugging the product every now and then.
Generation C is demanding the new way of thinking. If your appeal is fake, new generation customers will switch off. Start looking at your marketing as a progressive strategy instead of as quarterly campaigns.