Rather than being some kind of drastically different group who share a completely alternative mindset, your average millennial is just as likely to agree with her post-war grandfather as her fellow millennial sister. “When Facebook admitted all these errors, the reaction was, ‘thanks so much for being honest.’”. Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies. From the Greatest Generation through Baby Boomers all the way to Generation X, the themes and traits have changed, but this cohort logic has remained remarkably uniform. Respect! If you haven't already, go back and watch Ritson's first AANA session here: Mark Ritson slays digital as a tsunami of horsesh*t, Have something to say on this? Moving to the Direct Marketing department, we discovered things called men who redeemed our coupons en masse. Great article. These segments are far more effective for digital and 1:1 marketing, and you can always map them to old-school targets like age demographics to buy mass media. That leads him to brand purpose – something he believes the industry is guilty of overstating. .? The killer part of Williamson’s book is how she shows the manner in which ads contribute to the prevailing ideology by reaching consumers through the ‘back door’ of their consciousness. When I was working on my PhD in marketing many moons ago I spent (literally) 14 months in the library at Lancaster University on my literature review. I am fed up with our TV industry and the term Millennials … This was a great article that I have shared internally . Guess who appears in almost all the car ads? Segments like “millennials’ continue to be useful in some such instances. Inspiring stuff. By Mark Ritson … Fortunately, the new signed in, fully permissioned world will facilitate your views. As any well-trained marketer (hopefully you) knows, marketing is multiplicative. Maybe we can agree that marketing is an increasingly complex ecosystem? Surely good segmentation is based on your existing customer base and available data on the customers you want to acquire. Registered office at Floor M, 10 York Road, London, SE1 7ND. And why stop there? Some are conservatives, some are challengers. “We talk about the millennial segment, and a segment is supposed to be a bunch of people who behave the same and think the same. If you buy the idea of millennials, then you must, by definition, reject the concept of proper segmentation and of consumers holding different perceptions and experiences. We’ve been doing the generational thing a long time. When a consumer sees a TV ad with a mother and daughter using Fairy liquid to do the dishes, she instantly puts up her perceptual defenses to avoid falling for the commercial message that funds the advertising message. I want to see older people cavorting in general and being stylish. You’ll find plenty of valuable, actionable correlations. When I was a very inexperienced PhD student in 1994 I wrote a paper on Generation X and its implications for marketing. Citing Numeris PPM data, he said Canadians watch an average of 27.5 hours per week, which he admitted was a slight decline over the years — but noted that a decline didn’t mean imminent death. Trust me, I’ve seen it before.”, 2017 FFWD Ad Week, FFWD Advertising and Marketing Week 2017, ICA, Mark Ritson, Melbourne Business School, Virtual Roundtable: Fashion retailers emerge from hibernation, Shepherding through the mayhem: roundtable. So although it sounds schizophrenic that the target group for Audi’s Q5 SUV are people in their early 30s, whereas the average buyer is 58 years old, it does make some kind of sense keeping in mind that nobody wants to be identified and marketed to as “old”. ��:�}�� G4�2P��,��`:B��K5��ո��b�aկP�=� �x|W��]���Ձ:TG�:V'��B���:S�չj�7�z�.T��T[u>�nTWU�u�z�N��@ �'5Rc5QS�Y}Q���4LJ��A�n�U�W� &2&�]�{W�hO��fT���v�A�B��?����Ylcu�+nƘ��hП�� �?�����^]��bo���� Tell us – we’d love to find someone to disagree with him. Gay, straight and unsure. The more I see of the marketing ‘industry’, the more I am convinced that the successful and “breakthrough” campaigns are as likely to be the result of luck as design. They all have 0.3 kids, two-thirds of a degree and one testicle each. The end of the furlough scheme, differing impact of the pandemic on specific categories and the rise of online all impact how marketers should think about budget planning and strategy next year. Ritson pulled no punches in calling out Google, PwC and VW as the worst offenders for non-aligned words and actions - Saying one thing and doing another. Hence they target them, which skews the the results in the segments favour, therefore proving them right to perceive the segment as a winner. When MiC sat down with Ritson following his talk he clarified that he did think digital played an important role for many brands when the execution is done well. You’ve probably read something similar yourself. Ritson, an adjunct professor at Melbourne Business School who works as a marketing consultant for major brands, said marketers are putting too much stock in digital, particularly in the thought that it’s pulling people away from TV. Hilarious conversations would ensue in my sector (wine) from all those convinced that Millennials are the answer to their prayers. You have focused in on Millennials as a starting point. Working at P&G in the late 80’s, we actively targeted the be jayzus out of the Housewives with Children BARB Segment panel. etc. My problem with this whole stupid idea is, of course, that the whole myth of the millennial segment makes a mockery of just about every principle of basic segmentation. Nonetheless, reaching the 18 to 34 age group through aspirational marketing is a strategy many brands are still racing to employ. Well, what do you think millennials are? Whatever their starting point, they will adapt their marketing according to what works, like we all do. Overall, he said, brands need to stop thinking that reaching millennials is as simple as allocating all ad dollars to digital. And re: “All of this makes Air France’s new airline Joon a total non-starter from the beginning”. There are 12 comments at the moment, we would love to hear your opinion too. The all-female Slovenian crew wear stars and stripes bikinis and serve only American beer and hot dogs. Spat out my breakfast coffee, thanks for that! From Cicero to Malthus, demography has been used to chart and measure the structure of society. Tackling gender stereotypes: Are new ad rules the answer? (the apple…..) His cohorts are all millennial, he’s been a millennial for a while but swears he’s never met a single person that the fits dumb-witted descriptions that marketers seem to enjoy coming up with. You can access the whole article there for free by clicking on the link above or below. But what the ASA has uncovered is fundamentally important, as are the subsequent new standards for gender portrayals in advertising that they will introduce to the UK. The bullshit, expounded by the likes of Simon Sinek and a diaspora of armchair demographers, is now well established and sits steaming in gigantic piles all over social media. to improve your user experience. Research shows that today’s young adults have radically different priorities from their parents’ generation, benefiting brands that support their wellbeing and offer them the tools to keep control of their lives. I have one thought, although I might be very mistaken since my age is closer to 30 than to 75: Are we not using younger people in our (car) ads, because the older (often) want what the younger want? Twitter might be struggling at present as a corporate entity, but it still occasionally provides outstanding moments of quality social media. And so it was last week when my iPhone pinged to life with: “What is all this Gen Y, Z, millennials bullsh*t? God knows how many monographs and books I ploughed my way through back in 1992 and 1993 in that sunless room, but there is only one book that still sticks in my memory a quarter-century later. The groups actually being targeted are often not reflected in a product’s advertisements – hands up if you’ve seen a Land Rover advertisement of a mother taking Tarquin and Arabella on the school run? A segment requires only two key criteria to successfully qualify as a segment. All those born after 1981 are not the same, just as all those born before 1967 are not the same. He has a PhD in Marketing and works as an international brand consultant. Armed with a new perspective on accountability, marketers have an opportunity to be more innovative, get more done faster and help create a healthier industry. More information can be found in our Cookies Policy and Privacy  Course he now blames his dad, as I’m one of those marketer-types. “When you’re young you also have sex with a lot of people and you drink a lot,” he said. Ritson said within the next several years, he sees the proverbial pendulum swinging back to the centre, with some brands rethinking how they use digital (and in many cases, he said, no longer considering digital separate from traditional marketing). Just a couple of years off 50 and I don’t necessarily want to see young people cavorting in a car I am interested in. J’appelle de mes vœux l’émergence d’un contre-discours, et qu’il soit tenu par les gens les plus concernés. ’nuff said . For starters LinkedIn doesn’t know who, what or where I am therefore you probably don’t either. NRA volunteers guarantee a terrorist free flight. These are not radical new psychographics, they are part of what sociologists refer to as ‘being young’. My point is not just that focusing on millennials is a stupid, stupid approach to segmentation, but also that it is a totally unacceptable and offensive stereotype in an era when such things are meant to be behind us. dynamic content changes) to maximise segment differentiation and predictability. Once again bang on the button. The idea that anyone born within the same 15 years are all the same in terms of their needs as consumers is ridiculous.”. More information can be found in our Cookies Policy and Privacy  But they are no more stupid than bundling billions of people together because of their birth year and assuming they all like digital stuff, connections, enjoying quality moments and launching a new brand to offer the aforementioned nonsense in airline form. “When we compare TV shows to other TV shows, it’s like comparing apples to apples,” he said. But, as Williamson notes, with her defenses fully engaged in rejecting the claim that Fairy is a superior cleaner, she accepts entirely the representation of women at the kitchen sink doing the washing up and the complete absence of any men helping out. The Millennial consumer is similarly driven by meaning and looks for more than just a product, but also the company behind the product and its operating ethos. The term ‘Millennials’ refers to a loose cohort of people who became adults in the brave new world of the 21st century. . And the next generation is already under way, as you suspected, they’re called Generation Z. Or how they have a more ‘global mindset’ and ‘egalitarian principles’? “It’s just in their nature.”. He also lays into the tax debate, and companies that don’t pay the proper amount of … If you’re interested in finding out how to identify the type of Millennial you’re trying to talk to, we can help with our killer questions and classification tool. I got a free train ticket down to London and presented my bullshit paper to a bunch of old people who nodded and wrote stuff down as I went on about how Gen X were not looking for the same kind of career path as baby boomers and about how we cared about the environment and wanted a fairer world. There’s a better approach: Collect as much data as possible, evaluate for look-alikes (real-time ad hoc segmentation) and run feedback loops (e.g. Policy. Some are creatives while others are achievers. There’s a difference between advertising and marketing, of course. It’s easy to take bland anecdotes and mysterious waffle about young people and start to believe it, especially when there is an infographic with 86% or 92% or some other apparently persuasive number attached to it.

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