Say hello to Xoomers, born between 1956 and 1964, who are breaking the mold for what over-50 looks like. Making up over 38% of the over-50 population, Xoomers are a not-so-micro-generation you can’t afford to miss. Not only are they a hefty share of the U.S. older adult population, they’re also responsible for almost a quarter of consumer spending in ...
What's your plan for marketing to people working past 65? As Medicare marketers, we generally target three groups of people. The first, called the “Age-In Group,” is made up of people who are 64 and about to turn 65. The second group is everyone currently enrolled in Medicare. During the Annual Election Period, we try to sway the 10% of ...
Social listening has a variety of applications to help businesses meet their business and marketing goals. It provides marketers with the ability to monitor awareness levels, the competitive landscape, consumer segments, product features and brand sentiment. Social listening also provides marketers with access to near real-time online discussions and posts to quickly address reputation or crisis management issues. As marketers, ...
The decision to buy, and how a brand might influence that choice, is a code we are constantly trying to crack for our clients. Lately we’ve been exploring triggered communications based on actions a prospect might take and all the factors that go into a successful triggers campaign. Today I’ll share a few trigger ideas for auto dealerships looking to ...
Things are happening, and our strategy team would like to share two main cultural and socioeconomic events that are, or may soon be, affecting consumers’ buying habits. I think it’s important to frame what a consumer may think and feel with what’s happening around them outside of the market transaction of goods. After all, there are many factors that contribute ...
In the age of the empowered consumer, buying journeys are rarely linear. This means that the traditional purchase funnel isn’t aligned with the modern customer experience, and it’s time marketers adapted their view to drive conversions.
Everyone has heard of the 80/20 rule, also known as the Pareto Principle—80% of your revenue comes from 20% of your customers—but RFM is the best way to determine the actual makeup of your customer base and gain insights to help improve your targeting, messaging and marketing ROI. RFM analysis is the first step in helping you define customer segments ...
20+ years ago, B. Joseph Pine II wrote about our entry into the experience economy—an economy in which growth strategies including the orchestration of events and experiences drive product value beyond the functional value of the product itself. But what is it about experiences that enable a company to attract and retain customers over time? This question is particularly important ...
The cost of acquiring new customers is 5 to 25 times higher than retaining existing customers. If you want loyal customers, you have to do more than sell. You need to provide them with highly relevant experiences. If consumers can’t find added value through your brand, they’ll go somewhere else. Knowing where your customers are on the ladder will help ...
Marketer, meet Generation Z. Not just a Millennial spinoff, this generation born 2001 and on is a new breed of consumer, and it’s vital that marketers give them the attention they need, and want, to drive conversions. Download your free whitepaper and gain email marketing insights and tips to help catch the attention of this up-and-coming generation.