Tag Archive: audience

  1. Marketing to Generation Z

    I am getting married soon and my ten-year-old bonus child (we like that better than “stepchild”) plays Minecraft like I played Pac-Man.  Except I played in an arcade with tokens.  He plays for free.  In our living room.  On a computer.  While on FaceTime with his friends while they battle strangers from around the world.

    Welcome to Generation Z.

    We have gotten to know Gen X, are still learning about Y, and now we have to dig into the Z’s.  I’m already exhausted…ZZZZZ.

    From Boomers to GenZ we all have a context different than the one before us.  So, who are these little Z people?  They are our entire K-12 population.   They are the core of youth marketing and, of course, future leaders of the world.  Some call them “divergent” because they really are different.  In the words of Dr. Christina McCale they are “diverging from everything most of us have ever grown up with, taken for granted or assumed was normal.”

    So how do we describe these Z’s?

    • Highly connected having had lifelong use of communication technology.
    • In the US, the most racially diverse of any generation.
    • They have redefined celebrity in such places as YouTube and Vine.
    • In a world shaped by 9/11 and Columbine, they have a strong sense of social justice.
    • At home, they are raised by statistically older parents.
    • In the workplace, they will expect flexibility.

    What does this mean as it relates to marketing?  Don’t underestimate them.

    While these kids with their faces buried in iPhones appear to be antisocial and poor spellers (LOL, JK, Bae), teens today are more like adults.  They know more than we realize and they expect to be treated like adults, whether we like it or not.  Their access to information and their ability to process everything is changing the way we teach and learn.

    If this is an important target audience, don’t try to “dumb down” your marketing.  Know their channels and learn how to speak to them on their turf.  This generation is arguably the most multitasking in history; therefore consider creating cross-platform campaigns that increase awareness through a variety of mediums.  (84% of Gen Z has admitted to browsing the Internet while watching TV.)

    Be aware that they are very likely to share opinions about experiences with your brand, so remain sincerely engaged with this audience.  What they care about most is finding and sharing the best stuff in the world.  They are not just customers; they are curators.  Don’t squash their conversation about you, join in!


  2. “Medium” is Large On Content

    "Medium" is Large On Content

    Two of the internet’s top ten websites have been created by American serial entrepreneur, Evan Williams: Blogger and Twitter. In 2012, he and Twitter co-founder Biz Stone unveiled medium.com, the word-centric website for clever content over 140 characters.

    Medium’s goal is to provide a platform for writers, meaningful content to “readers” and the ability to source more meaningful metrics behind content engagement. The site is used by a wide audience, from professional journalists to amateur cooks.

    The Difference:
    Traditional news editors have always relied on intuition for what drives readership, while Medium relies on reader insights.

    Medium is essentially the Pandora of the written word. Utilizing an intelligent algorithm, Medium suggests stories based on interest, engagement and time spent reading, rather than focusing merely on page views. To further the reader’s relationship with Medium “stories”, the site provides a “Reading List”, a “Top 100” and allows users to bookmark content.

    “Time spent is not actually a value in itself, but in a world where people have infinite choices, it’s a pretty good measure if people are getting value,” explains founder Evan Williams.

    1) Lets you focus on your words:
    The space is dedicated to reading and writing.

    2) Is collaborative:
    People create better things together than on their own. Medium allows you to write with other people.  There is even a get help before you hit the “Publish” button.

    3) Helps you find your audience:
    You can contribute once or often without making the commitment of a blog.

    After two years, Medium is still trying to find its way and gain a larger audience. Will bloggers abandon their blogs in favor of Medium? Will Twitter users opt for longer content and abandon the “Follower mentality”? Will Medium become a dominant force in news content? Only time will tell.

    In the end, Medium is a fantastic experience for the both the reader and writer. Give it a try and let us know what you think.