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Marketing Moves for Age Demographics

By: Sourabh Sharma and Scott Garrison
Posted: May 29, 2014, from the June 2014 issue of GCI Magazine.

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Social media is a great example of how these two demographic groups can blend—but marketers should use caution. Research has shown older consumers are comfortable with ads on Facebook and communities and blogs discussing beauty and skin care products, and therefore have active, lengthy discussions on a variety of beauty and wellness-related topics. Younger consumers, however, prefer to seize the moment and are more likely to use hashtags or upload photos to Instagram in order to enter contests and engage with brands they find appealing. Naturally, claims and messages to entice the latter must be shorter and have a call to action, while for the former, they must facilitate discussion and answer questions.

Both today’s young and older generations are evolving along with the available marketing channels, finding newer ways to do things and gaining better access and knowledge within marketplaces. Marketers also must evolve to keep up with the changes in their consumer demographics and lifestyles in order to understand those that matter the most to them.

References

(All accessed May 29, 2014)

  1. M Dolliver, Marketing to Today’s 65-plus Consumers, AdWeek, www.adweek.com/news/advertising-branding/marketing-todays-65-plus-consumers-99953
  2. R Donegan, 5 Tips for Marketing to Millennials From a Millennial, themodernmillennial.blogspot.com/2013/09/5-tips-for-marketing-to-millennials.html
  3. www.americanhairloss.org/hair_loss_treatment
  4. www.weeklystandard.com/blogs/michelle-obama-young-people-are-knuckleheads-which-why-they-need-obamacare_782766.html
  5. www.asa.org/policy/resources/stats
  6. www.nytimes.com/2013/06/30/sunday-review/the-end-of-car-culture.html?_r=0/a>
  7. www.fastcompany.com/3021749/work-smart/10-surprising-social-media-statistics-that-will-make-you-rethink-your-social-stra
  8. www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

Sourabh Sharma comes to SKIM with a keen eye for understanding consumer behavior. He adds perspective to marketing research from his years in brand management and product development at L’Oréal, where he launched hair color and makeup products for brands in Asia and North America. With a multifaceted background, Sharma enables the firms he works with to acquire a stronger understanding of their end users. Furthermore, he strives to extract value from the evolving brand-to-consumer interface through his social media research.

Scott Garrison is a manager at SKIM. He is experienced in conducting marketing communication development projects for consumer products, beauty and technology brands. He oversees SKIM’s claim development methods with a focus on emotional claims.