Meet the Connected Generation
BY DESIREE FLETCHER, PUBLIC RELATIONS STRATEGIST
A crazy thing happened in 1999 when social media really took off. It set the stage for what some are calling “The Connected Generation” – any consumer willing to communicate, build relationships and ultimately make buying decisions using digital and social media tools.
The key differentiator for this group is that it is not defined by age. This totally changes the audience-targeting game.
Now you have 70-year-old grandmothers using digital and social media to communicate and make buying decisions just like your 25 year-old neighbor or ten year-old little brother. They’re all part of The Connected Generation.
If you’re reading this blog, I know you’re part of The Connected Generation, too. And, like you, The Connected Generation is demanding more than interruptive messaging.
More times than not, consumers don’t want to physically stop or interrupt what they’re doing to pay attention to a telemarketing call or digest the essence of a fantastically written direct mail piece. They want integrated messaging – the information they need – when and where they want it.
While traditional advertising like direct mail still have a role to play, it doesn’t work to apply interruptive-based thinking to digital and social media strategy if you truly want to be heard.
The Connected Generation needs a completely different set of content marketing tactics than what we may be used to as marketers. They are searching to build relationships through the content they consume. And this, my friends, is where the art of content marketing comes into play. But, that is a story for another blog.
However, as not to leave you totally hanging, here are five tactics that content guru Ryan Hanley contends the Connected Generation cannot resist:
Intimacy. The Connected Generation wants to know that there is a human being behind your brand. A little bit of behind the scenes… a little bit of who you are as a person (even if you’re one person in a huge corporate brand) builds intimacy with readers and the deeper relationship the Connected Generation is looking for.
Vulnerability/Humility. Failure can often be our most powerful content marketing tool. The ability to admit the mistakes we make and help others learn from those experiences shows vulnerability and humility.
Rich Media. The Connected Generation wants to build deeper connections with the people and brands they follow and do business with online. To take relationships deeper, your content needs to move past text to audio, video and slideshows.
Social Proof.Not every piece of content with value to your business will be created by you. Testimonials, recommendations and reviews are vital to convincing the Connected Generation your business is legitimate and trustworthy.
Feedback.Comments are where the magic happens in content marketing engagement. Comments are the conversation that used to happen solely across a desk. When the Connected Generation is willing to comment and have conversations with a brand, it shows engagement. And when people engage with brands, they buy from those brands.
Want to learn more about best practices in targeting your audiences? Reach out to us, Red Dot. We’re here to help.