Marketing Midday - October 24, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
three top headlines:
1. 91% of 18 to 25-year-olds believe that mainstream pop culture is a thing of the past. How will marketers adjust?
2. People over 50 – women specifically – feel underrepresented in advertising. What should marketers do to reach this important demographic?
3. In online marketing, knowing your target audience is vital to writing great content and keeping your audience engaged.
1. Gen Z Believes Mainstream Pop Culture is of the Past
According to Marketing Dive, 91% of 18 to 25-year-olds believe mainstream pop culture is a thing of the past. This poses challenges to marketers who have been accustomed to adopting broad-based demographic targeting strategies.
Successfully marketing to Gen Z is not about tapping into the culture but addressing subcultures. Horizon Media identified gaming, entertainment, education, fashion, and beauty as the five main cultures for Gen Z. Within each of these categories are sub-segments, such as “gamer girls,” who expect advertising to reflect their uniqueness. For brands to reach hyper-specific consumers, they need a new level of nuance.
Not all subcultures are relevant for all brands, but all marketers will need to adjust beyond pop-cultural-norms.
2. Individuals Over 50 Feel Misrepresented in Advertising
Women over 50 account for 27% of all consumer spending, 3% higher than men in the same age group. In a recent opinion piece for Marketing Week, Helen James wrote that people over 50, women specifically, feel underrepresented in advertising.
In a survey by AARP, 63% of all women believe younger women are portrayed positively in advertising, while only 20% believe older women are portrayed in such a way. However, because mid-aged women control so much of consumer spending, marketers would be wise to ensure this age group feels positively represented.
3. Knowing Your Target Audience Enhances Content Creation
Hey, freelance writers! Writing online content for multiple clients in different industries isn’t easy. However, according to Search Engine Land, one of the biggest mistakes writers make is simply not knowing their target audience. To avoid this mistake, review blogs in the target industry to see what keywords are used and what subtopics users are searching for.
Tap into the expertise of your client. Ask them questions about their audience, and find other experts to interview.
Search Engine Land identifies another common writing mistake: omitting a strong hook. People click on content for quick answers, so your opening paragraph needs a strong enough hook to pull the reader into your article, and your headers should identify clear answers to the questions addressed in your piece.
To craft a strong hook:
- Cite a wild statistic
- Make a surprising or controversial statement
- Ask a thought-provoking question
- Use an insightful quote
Keep Up With the Latest Digital Marketing Headlines
Those are our top 3 stories of the week! Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
Looking for more organic website traffic?
Welcome to RivalMind. Our purpose is to help your business thrive. We are a digital marketing agency that offers SEO, PPC, Web Design, Social Media and Video Solutions as tools to our clients for online business development and growth.
Contact us today to get started!
Blog Contact Form
Connect with Us:
