HP TECH TAKES /...

Exploring today's technology for tomorrow's possibilities
where should you put your marketing

Where should you put your marketing $$?

The answer depends on age

Businesses of all sizes are investing heavily in social media these days. But which sites do top marketers think get you the best results? The answer likely varies depending on your age.
A recent study from Visual Objects finds 43 percent of millennial small business owners, for example, plan to boost investment in Instagram marketing. But that number goes way down to 25 percent for Gen Xers.
Such research points to a truism of marketing: you have to be in tune with what various generations are reading, watching or engaging with in social media.
Most young people – meaning millennials, Gen Xers and Gen Zers – have grown up in the digital age. Unlike Baby Boomers, who had to learn about technology as it came along, later generations think in technology terms. They wake up looking at smartphones. Check email and social media accounts several times a day. Pay for things from mobile wallets. Stream movies and videos from any connected device.
They’re also more likely to know what the hot social media platforms are at any given moment. So it makes sense that today’s youngest marketers would invest in platforms like Instagram that they use themselves whereas Baby Boomers might still be stuck sorting through posts on Facebook or Twitter.

So what can you learn from this as a small business owner?

The main takeaway should be that you, like young marketers in large companies, need to constantly think about which social media channels are the most popular for the generations of customers you’re targeting – and what they’re viewing on each of them. There are six living generations in the United States, all with very different experiences, interests and views on the world. And marketers typically focus their efforts on at least four of these age groups.
It’s called “generational marketing,” and it is really the only way to go with any social media campaign. Regardless of the age group you hail from, you must understand how each generation uses social media.
Pew Research Center issues reports on this every year. In Pew’s most recent survey, it found YouTube and Facebook still dominate the social media landscape across generations.
But the other sites that U.S. adults frequent often vary (sometimes widely) by generation. For example, Instagram and Snapchat are favored among 18 to 24-years old (75 and 73 percent respectively) but that popularity drops precipitously with the 25 to 29-year old age bracket, with 57 percent using Instagram and only 47 percent on Snapchat. And use of those sites drops considerably more for each subsequent generation.
It’s also important to know how the various age groups you care about are engaging with content in social media since those will be the channels you use to reach them. For example, a recent Epsilon-Conversant report notes millennials and Gen Zers are much more likely to be influenced by bloggers than other generations. The study also finds that Gen Z minors are the most likely to be influenced by celebrities for product information - but that this “steeply” falls off with each older generation.
How each generation embraces online video should be another consideration for every small business marketer. While people of all ages love video, we don’t all watch the same things in the same places. Gen Zers, for example, differ from older generations in saying that online videos are a key brand discovery platform – behind social media and websites, according to a recent study by the CMO Council and Pitney Bowes. Gen Z is also more likely than older groups to prefer interactive video, the report found. Other studies, by the way, suggest millennials and members of Generation X (the forgotten generation) are also huge consumers of video, especially for tutorials and how-to marketing content.
The bottom line is that while it’s great to understand your own generation as a marketer and to favor sites that you might patronize yourself, it’s critical to also research other age groups. At the end of the day, you should be trying to reach customers from many walks of life. Stay on top of how their online viewing habits and appetites change, and your business will be much better off for it.

Disclosure: Our site may get a share of revenue from the sale of the products featured on this page.

Disclaimer

Prices, specifications, availability and terms of offers may change without notice. Price protection, price matching or price guarantees do not apply to Intra-day, Daily Deals or limited-time promotions. Quantity limits may apply to orders, including orders for discounted and promotional items. Despite our best efforts, a small number of items may contain pricing, typography, or photography errors. Correct prices and promotions are validated at the time your order is placed. These terms apply only to products sold by HP.com; reseller offers may vary. Items sold by HP.com are not for immediate resale. Orders that do not comply with HP.com terms, conditions, and limitations may be cancelled. Contract and volume customers not eligible.

HP’s MSRP is subject to discount. HP’s MSRP price is shown as either a stand-alone price or as a strike-through price with a discounted or promotional price also listed. Discounted or promotional pricing is indicated by the presence of an additional higher MSRP strike-through price

The following applies to HP systems with Intel 6th Gen and other future-generation processors on systems shipping with Windows 7, Windows 8, Windows 8.1 or Windows 10 Pro systems downgraded to Windows 7 Professional, Windows 8 Pro, or Windows 8.1: This version of Windows running with the processor or chipsets used in this system has limited support from Microsoft. For more information about Microsoft’s support, please see Microsoft’s Support Lifecycle FAQ at https://support.microsoft.com/lifecycle

Ultrabook, Celeron, Celeron Inside, Core Inside, Intel, Intel Logo, Intel Atom, Intel Atom Inside, Intel Core, Intel Inside, Intel Inside Logo, Intel vPro, Itanium, Itanium Inside, Pentium, Pentium Inside, vPro Inside, Xeon, Xeon Phi, Xeon Inside, and Intel Optane are trademarks of Intel Corporation or its subsidiaries in the U.S. and/or other countries.

In-home warranty is available only on select customizable HP desktop PCs. Need for in-home service is determined by HP support representative. Customer may be required to run system self-test programs or correct reported faults by following advice given over phone. On-site services provided only if issue can't be corrected remotely. Service not available holidays and weekends.

HP will transfer your name and address information, IP address, products ordered and associated costs and other personal information related to processing your application to Bill Me Later®. Bill Me Later will use that data under its privacy policy.

Microsoft Windows 10: Not all features are available in all editions or versions of Windows 10. Systems may require upgraded and/or separately purchased hardware, drivers, software or BIOS update to take full advantage of Windows 10 functionality. Windows 10 is automatically updated, which is always enabled. ISP fees may apply and additional requirements may apply over time for updates. See http://www.microsoft.com.

“Best All In One Printer” and “the easiest printer you’ve ever had to set up” from Wirecutter. ©2020 The Wirecutter, Inc.. All rights reserved. Used under license. https://www.nytimes.com/wirecutter/reviews/best-all-in-one-printer/

Get Marvel’s Avengers when you purchase HP gaming PCs with qualifying 9th gen or 10th gen Intel® Core™ i5, i7 and i9 processors. Redemption code will be sent out by email within 60 days of purchase. Limited quantities and while supply lasts. Offer valid thru 12/31/2020 only while supplies last. We reserve the right to replace titles in the offer for ones of equal or greater value. Certain titles may not be available to all consumers because of age restrictions. The Offer may be changed, cancelled, or suspended at any time, for any reason, without notice, at Intel’s reasonable discretion if its fairness or integrity affected whether due to human or technical error. The Offer sponsor is Intel Corporation, 2200 Mission College Blvd., Santa Clara, CA 95054, USA. To participate you must create an Intel Digital Hub Account, purchase a qualifying product during the redemption period, enter a valid Master Key, and respond to a brief survey. Information you submit is collected, stored, processed, and used on servers in the USA. For more information on offer details, eligibility, restrictions, and our privacy policy, visit https://softwareoffer.intel.com/offer/20Q3-19/terms.

© 2020 MARVEL. © Intel Corporation. Intel, the Intel logo, and other Intel marks are trademarks of Intel Corporation or its subsidiaries in the U.S. and/or other countries. Other names and brands may be claimed as the property of others.

The personal information you provide will be used according to the HP Privacy Statement (https://www8.hp.com/us/en/privacy/ww-privacy.html)