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Demographics: How the"Digital Savvy" Serves as Predictor of Digital Trends

Thu, 05/29/2008 - 01:00 — admin

Just 6% of consumers nationally are considered “Digital Savvy,” but Scarborough Research says this influential group predicts digital behaviors that will become the norm.

The Digital Savvy skew male, more than half (53%) are 34 years of age or younger and they are affluent – 57% have household incomes of $75K or more.  They tend to be entrepreneurial, business decision makers, and are active consumers of online weather and news, and frequently listen to and download online TV, video and radio content. Their “on-the-go” lifestyle means they utilize and rely on their cell phones for communication and info much more than the average person and they’re big users of IM.

B-to-B marketers, particularly of computer hardware, software and information technology need to be aware that the Digital Savvy are disproportionately represented among corporate decision-makers.

The Digital Savvy are also above average consumers of luxury automobiles and heavy online spenders. Messaging to this group should reflect diversity since Asians, and US born Hispanics are more likely to be part of this group than the general population. Mobile marketing may be a good way to reach the Digital Savvy since they are avid mobile users.

Source: Understanding the Digital Savvy Consumer, Scarborough Research, May, 2008

The Diversity Divide: Don’t Separate Your Brand From Potential Consumers

Mon, 04/14/2008 - 04:00 — admin

“Only 25% of all African-American and Hispanic consumers find marketing and advertising personally and culturally relevant,” says Yankelovich. What that means is that many brands are not connecting with a significant and growing portion of U.S. consumers.

Running multi-cultural campaigns and speaking to multi-cultural sensibilities, while excluding multi-cultural customers in general market campaigns is superficial and short-sighted. And many corporate websites do not reflect the diversity of their customer base.

What should marketers do? Display cultural relevance that is more than superficial, says Yankelovich. For example, don’t run a special ad for, say, Black History Month, and then ignore African-American customers in your general market advertising.

Make your brand is personally relevant, based on a genuine understanding of what’s important to multicultural consumers.

Source: Yankelovich MONITOR

Active Internet Audience

Active Internet Universe describes people who are 2+ and used an Internet-enabled computer within the time period.

Source: Nielsen/Net Ratings, Hitwise

Persona

A persona is a fictitious individual created to represent the brand’s bull’s eye target, the brand’s key target segment. It is a representation of all of the quantitative and qualitative information we have about the segment, supplemented with the experience and creativity of the participants.

A persona is a powerful tool to help get inside the head of the target consumer and think about the brand from their perspective.

pain point
target audience

Generational Marketing

Generational Marketing is based on the premise that marketers must understand the underlying drives associated with different generations and how those generations interact with each other to be able to effectively market to them.

Generational marketing proponents believe that the generation in which people are born significantly influences who they are, what they believe, what their values are, life skills, and ultimately, what they buy. Members of a generation share the experiences of their formative years, including cultural, economic, global, political, and technological influences.

The chart below displays the birth dates and key influences of each generation.

 

    Generation Key Influences Birth Dates

    Matures
    “The Greatest Generation”

    		Depression, New Deal, World War II, GI Bill 1909 - 1945
    Boomers
    The nation’s largest generation
    		 Great Society, Economic Prosperity, Suburban Expansion, Sexual Revolution, Rock ‘n Roll, Drugs
    		 1946 – 1964

    Early Boomers (1946 - 1955)

    Late Boomers (1956-1964)

    Generation X
    		 Divorce, Aids, Sesame Street, MTV, Crack, Game Boy, PC 1965 – 1976
    Generation Y, Millenials
    Echo Boomers
    The nation’s second largest generation
    		 The Internet, eCommerce, Boomer Parent Indulgence, 9-11, Oklahoma Bombing, Reality TV, Digital Music 1977-1994

    Notes

    1. Since there are no hard and fast rules defining birth dates for each generation, numerous researchers and writers have redefined the dates based on their beliefs and particular purposes. Thus, other sources may cite different birth dates for generational segments that are different from those cited here. For example, Baby Boomer birth dates have also been listed as 1945-1964, Generation X birth dats as 1965-1984, Generation Y as 1985-Present (2008).
    2. Matures are sometimes broken into additional groups: "The GI Generation", 1905-1924, defined by its participation in WWII, and "The Silent Generation" 1925-1944.
    3. Generational time spans vary because they are based on key influences during the formative years of that generation. Thus, the 1909-1945 birth dates of Matures span a 36 year period, while the 1946-1964 time span of Boomers is an 18 year period.

Sources:  MRI 2008, AdAge 060208
Rocking the Ages: The Yankelovich Report on Generational Marketing

Front Porch

FrontPorch provides ad networks with behavioral tracking capabilities so that advertisers can target campaigns more accurately.

Mass Affluent

The term "mass affluent" refers to consumers with household incomes of $75K-$150K. This group comprises roughly 20% of U.S. households.

 

 

http://money.cnn.com/2007/10/24/news/companies/luxury
_slowdown.fortune/index.htm?section=money_topstories

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