meeting gen c who are they and what do they need?
DESCRIPTION
Digital technology has changed the way people consume digital media; anyone can produce content: can be a moviemaker, a blogger or a musician. GenC: the consumers who produce and share their own content. They mix their own music, edit their own videos, and post their photos and comments on the web. What does GenC mean to digital media producers? How do you proactively interact and engage with GenC? This panel discussion will provide an overview of GenC and will also examine the impacts (or not) that digitally minded people have on different industries.TRANSCRIPT
Myth Busting
1. C = Young
2. C = Digital Driver
3. C = “The internet”
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1. Young|DemographicB’mers 43-60
X 61-81
Y 82- 02
Z 03-www.jakepearce.com – breakthrough strategy
Gen C in a word
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1. Psychographic
C
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1. P’graphic| Digital Influencers 10%
Source : Citizen Marketer – Huba & McConnel 2003
1. Young |All going Native !
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• Gen X – most likely to bank, shop on line• Boomers most likely to book travel on line• Silent Generation (64-72 years old ) up
there with Gen Y on e-mail• Biggest increase in internet use since 2005 is
in the 70-75 age group
Pew “Generations on line in 2009” http://pewresearch.org/pubs/1093/generations-online
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1. All going Native NowFuture Madness
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• Estimated 60% will put US content on-line (next 4 years)
• By 2012 it is estimated half of all advertising will be personalised on your mobile
• By 2040 it is estimated half of all leisure time will be spent in Second Life equivalents
• Tencent has 300 million users and produces nothing – except digital icons – sales 1.8billion US
Source : IBM, McKinsey, Technorati and Bridge Ellis
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2. Doing |Digital Driver
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2. Being |Overloaded leads to CONTROL
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2. C = Control
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control
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3. So what? Wrong focus Messaging vs Connection
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3. So what? WOM drives digital and marketing doesn’t ‘get it’/overlooks it
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WOM = 80%
Digital = 20%
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3. So what? The rise of Referral Marketing
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GEN C“ talk more than they type”
Myth Busting
1. C = Ageless
2. C = Control
3. C = Referral Marketing
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