In the August 23rd issue of the Biz Report she writes about how older internet users are not as receptive to online advertising.
According to a study by Connect Insight, which Helen quotes in her article, "younger [internet] users were more likely to engage with online ads than their elders. For instance, almost a quarter (24%) of 16-34 year olds found online ads impactful while half of over-55 year old Internet users made a point of avoiding online destinations where ads were intrusive."This study supports the argument that the best media strategy is an integrated media strategy. One that takes into account the diversity of a business' target audiences and identifies the best forms of media to reach and impact them.
While the 50+ audience is the fastest growing demographic for online usage, they are also the slowest to adopt new technologies; which explains why they are growing so fast. Younger audiences have been active online for years. Most Gen Xers, Gen Yers and Millenials have grown up with digital advertising and have generally identified it as an acceptable marketing source, provided the ads have value. "Value" is the critical factor here because online users can choose to bypass most digital ads. Older online users most likely tend to view all advertising as intrusive because it always has been to them. Terrestrial broadcasting such as radio and TV doesn't traditionally allow users to "opt out". Therefore, the opportunity to bypass it without taking into consideration any value it may have is probably a pretty natural inclination. However, in time, this too will gradually change as younger audiences age and older audiences adopt (or begin using Tivo).
I've always been a believer in integrated marketing while segmenting my audiences. It just seems logical to use multiple channels to communicate with desired consumers, in order to avoid "throwing all my eggs into one basket". However, I try to be smart and strategic about what channels and how much of each to use.
The message we use to promote Goodwill's retail stores is always consistent: "value, value, value". Our tagline continues to be "Good merchandise - great prices". However, how we position our stores and communicate the value to each audience differs.
We tend to use traditional media to reach older and/or less affluent shoppers who more frequently utilize free media. We position our stores as a great place to stretch a dollar for good quality merchandise, placing more emphasis on the savings.
While we use some traditional media to reach younger, more fashion conscious audiences, we place a greater emphasis on digital media to communicate our brand value to this crowd. Our use of social media has had a tremendous impact on perceptions of Goodwill stores, helping to make them a more socially acceptable place to find inexpensive vintage and contemporary fashions with an environmentally conscious slant - reuse and recycling.
Therefore, while I'm not surprised by the findings from the Connect Insight study, I'm pleased that they tend to support a long held belief.
It always comes down to this: Understand your target audiences; their demographic, psychographic and geographic tendencies. If you understand your customer, it will be easier to develop a message that resonates with them while identifying the best ways to communicate that message. It makes no sense to sell skin cream to a 12 year old or Cap'n Crunch cereal to a 60 year old.
