Socialmediatoday.com gives some wonderful food for thought for businesses about to launch a marketing campaign.
Specifically, they discuss the growing generational divide in how consumers respond to marketing strategies. As a result, businesses looking to cast a large net can’t just choose one strategy.
For example, Generation Y (those born between 1981 and 2000) are extraordinarily tech-driven while also being immune to what is called “outbound marketing,” such as commercials, billboards, pop-up ads, telephone calls, and mailers. (For burgeoning Generation Z-ers — those born after 2000, who are about to age into some important marketing demographics — this shift is even more drastic.)
With an ever-growing stream of information constantly at their fingertips, these new generations
are instead influenced through what is known as “inbound marketing.” It’s through blogs, social
media, podcasts, white papers, and other information streams that Generation Y consumers become interested in a product. They will then seek out the retailer or business on their own.
But building a marketing campaign around inbound-based strategies may result in alienating older
generations, who are still drawn to traditional advertising and marketing campaigns.
As a small business owner, the important question for you is, who are you targeting? If you’re a
fashionable boutique catering to 20-somethings, you may not get the results you need from a 5×7 glossy mailer. Conversely, if you’re an attorney specializing in wills and estate law, you likely don’t need an active Twitter presence.
The author advocates for a “boundless marketing” or embracing both strategies, as appropriate, for your target audience.
“Function boundlessly in your marketing—drawing on inbound and outbound tactics on a case-by-case basis,” she says. “Do not confine yourself or your company to inbound or outbound marketing exclusively. Instead, be agile and strategic about your marketing strategy. The ability to pull this off winningly is what separates the real movers and shakers from everyone else.”
So who is your audience? How are you reaching them? Reach out boundlessly and get the most out of your marketing.