illumine8 Marketing & PR Podcast
About This Show
Illumine8 is an inbound marketing agency that combines content, public relations, social media and search marketing into integrated campaigns. Located in Frederick Maryland, Illumine8 specializes in marketing and public relations strategy, branding, planning and executing marketing campaigns, social media, responsive websites, advertising design, print media design, media planning, press releases, marketing events and sales environment design. With standardized services and set pricing, all businesses - small to large - can have a integrated marketing strategy building their business.
Most Recent Episode
Marketing Delorean: Individualized, Integrated, Inbound Marketing
Dec 16, 2013
I recently had the opportunity to address the business minds at Mount Saint Mary's University (my alma mater) as a guest speaker. I themed my topic to the MBA 577 class as a "marketing old and new". Jumping in my time capsule I tried to tell a story where I took what I learned in college and applied it to my current methodology for modern day marketing. Here is where the Marketing Delorean took us:
Target Markets = Personas = Generation C
Back in the good old days of marketing research we dwelled on target markets, demographics and geography. We learned that our markets were defined as cold-hearted subjects of our marketing science experiments. Nameless drones who were certain age ranges, had a defined household incomes and had approximately 1.5 children. If we were lucky we delved into where they lived and asked a little about psychographic data - how they felt.
Personas have largely replaced target markets as the friendlier way to personify a group of potential customers. With cute names such as "Sally Small Business" personas ask the deeper questions - what does Sally do for a living? Where did she go to school? What are her pain points? How can we help her with her pain points? Where does she get her information? What did Sally eat for breakfast? .... Personas put a face with a name and narrow the fishing pond from the 7 seas to the Finger Lakes.
Generation C or Generation Connected will not replace marketing Personas, but it certainly will redefine how marketers discriminate by age. In a world where 40 is the new 30 (or maybe 20?) age is becoming less and less a barrier to entry to the world of digital communications. You either use a cell phone, or you do not. You engage in email or you lick stamps. You gather information online or you wait for the 7 o'clock news. In this brave new world of forever young - you are either part of generation connected or