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The 20-somethings consist partly of Millennials and partly of those belonging to Generation Z. As a fast-moving group with constantly changing interests who use a vast, ever changing range of platforms to source and engage with information, they are hard to keep up with. This is demonstrated most clearly by the fact that Generation Z use five different screens at once. The new ways that this audience consumes media, means that launching a successful marketing campaign aimed at the 20-somethings can be a minefield.

The ‘Marketing to the 20’s: a generation who grew up with MSN but know life without iPhones’ report examines how a group of 20-somethings consume media and provides essential insights to marketers who are currently planning a marketing strategy aimed at this audience.

Where Do 20-Somethings Consume Their News?

Understanding what platforms your core demographic use to source information, interact with brands, and share knowledge, is a key part of a campaign being a success. For example, if a marketing campaign focusses solely on an online presence, but the target demographic only consumes print media, the activity would be a waste of time, budget and resources, no matter how engaging the hashtag might be.

The ‘Marketing to the 20’s’ report sheds light on how and where 20-somethings consume news and how their favoured media platforms have shifted dramatically from previous generations.

How Do 20-Somethings Feel About Brand Behaviour Online?

There is more than one way to interact with your target audience, but in a world powered by smart phones, social media is preferred by the 20-somethings. As a result, many consumer brands have looked at influencer marketing to endorse their product and/or service to Millennials where they congregate online. However, simply paying influencers to promote a product or service on their own channels isn’t enough as it is essential that this activity is genuine content which offers value to the influencer’s followers. It is also paramount that the best fitting influencers are chosen to avoid producing disingenuous content, rather than simply opting for the influencers who have the highest follower counts. Trust is a big part of influencer marketing, and consumers know the difference between influencers endorsing a product for the money, and an authentic positive review. There is nothing a 20-something hates more than brands being deceptive.

Make sure you read our Marketing to the 20’s report for the full story.

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