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Tuesday, November 20, 2007

Ditch your age segmentation – target Generation V

According to Gartner, in 10 years the largest influence on all purchases will be the virtual experience associated with them. By 2015, more money will be spent marketing and selling to multiple anonymous online personas than marketing and selling offline.

Gartner believes that general behaviour, attitudes and interests start to blend together in an online environment, which is a bit of a pain if you segment your market on the basis of age. As Gartner says
However, as more baby boomers (who are living longer) and the younger generations go online and participate/communicate in a flat virtual environment, the generational distinctions break down. Customers will hop across segments at various times of life for various reasons and are likely to act like several generations at any given time.
That’s the main thrust of the argument. This is an interesting commentary about the implications of Gen V.

Cut out all of the hype and what Gartner is saying is that marketing is becoming age-neutral and is being driven by the interests and behaviours of people. It has taken this esteemed consultancy along time to come to this conclusion - perhaps they bought a copy of my book? Dick Stroud

1 comment:

Chuck Nyren said...

I had the same experience as you this weekend.

I was listening to The Advertising Show - a radio program sponsored by Ad Age. The guest was J. Walker Smith, President of Yankelovich. He has a new book out all about marketing and advertising to Baby Boomers.

Every point and every conclusion - and I mean EVERY POINT AND EVERY CONCLUSION- he made during the show was either in my book (published over two years ago) or stated by me when I was a guest on The Advertising Show over two years ago.

It was like the transcript of my show was being read by the hosts - with J. Walker Smith playing me.

The only difference is that J. Walker Smith said that hopes to target media planners with his book. I was hoping to target advertisers, clients.

Of course, all either of us said was simply simple, common sense.