Marketing Across 3 Generations
The past few years in digital marketing have been heavily focused on content marketing. Whether it is a static image, short-form or long-form video, infographic, meme, animated gif or cinemagraph, the goal has been to create “thumbstopping” creative that garners attention and evokes emotion.
The hope was that content would drive earned media and capitalize on real-time moments with witty commentary, or provide some level of utility that would keep a brand top-of-mind.
Most approaches to content marketing were created for general consumption, without a significant amount of segmentation or mapping contextual behavior into the strategy. There were highly entertaining campaigns, some went viral, but building content across generations at-scale for most marketing organizations proved challenging.
Content marketing strategy has primarily focused on aligning the core attributes of the brand with consumer target segments’ online behavior in the hope of creating a relevant connection. But with the shifting social media landscape, and the decreased focus on creating organic reach through content, brand marketers have to redefine their approach to content marketing across generations.
With the rise in spend toward programmatic media and dynamically optimizing creative, it is more important than ever that brand marketers begin to craft narratives that align with the unique needs and attitudes of the various generations, while maintaining consistency with the brands’ primary message across all channels.
Attention is becoming our scarcest resource. It is less about creating brand-building and affinity content, and more about creating contextually relevant content that can be easily consumed in a matter of seconds and provide high value at the right time and place.
In order to complete the shift from content to context marketing, it is important to understand and inform your strategy with a comprehensive review of various data types. This includes attitudinal, behavioral and demographic data. The data then fuels the personification and contextual relevance for crafting compelling creative that can appeal to the various life stages, need states and entertainment value.
Although there are general trends that seem to permeate through each generation, they all have subsets and niches within them with unique need states. The following examples focus on mapping general content and channel trends to the appropriate generation. But note that, in order to craft a contextual strategy, it is important to align the business objectives of the brand with the need states of the consumers.