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Brand Marketing
 Copywriter: Matt Roberts, Group Account Director, YouCom Direct


YouCom-Direct-GenerationZ-and-their-origins

For Marketing staff to reach their audience effectively it is necessary to categorise people into age groupings.  Here is a brief history leading up to Generation Z and why companies need to change their marketing to focus more on review management, online directories and social media marketing;  



The Lost Generation by YouCom Direct 

The Lost Generation

Also known as the Generation of 1914.  This is the age group who fought in World War I. The members of the lost generation were born between 1883 and 1900.  This was the first of the marketing categories created.  Sadly, none of this group are alive today.  



The Greatest Generation by YouCom Direct 

The Greatest Generation

Also known as the G.I. Generation.  This includes the veterans who fought in World War II. The members of the G.I. Generation were born between 1900 to 1924.  This group required intelligent marketing, editorials, localised Direct Mail works well.  They are of high morality and ethical.  They fought, they served, they gave us our freedoms we enjoy today.  



The Lucky Few by YouCom Direct 

The Silent Generation

Romantically known also as the Lucky Few.  This includes men who fought in World War II, the Korean War and many who fought during the Vietnam War.  Similar to the Greatest Generation, the Lucky Few respond well to localised direct mail and (formal) personalisation.  The members of the silent generation were born between 1925 and 1945.  



Baby Boomers by YouCom Direct 

The Baby Boomers

This is the generation that was born following World War II.  Members of the baby boomer generation were born between 1946 to 1964.  At this time due to the end of the World War, there was a marked increase in birth rates and prosperity.  This generation is the generation still alive today which common consensus agrees has the most wealth for brands marketing products and services to sell to.  They are also widely regarded as the most educated and self-motivated.  The baby boomer is most likely to own more than one home in more than one country with more than one car.  They worked hard and saved for a good pension.  


Baby boomers respond well to localised direct mail and personalisation, catalogue marketing, coupons and voucher marketing, cinema advertising, billboards, signage, TV advertising, editorials, radio advertising and PPC.  Baby Boomers are less knowledgeable for online marketing (unless their career required later learning), so PPC to this group is simply the first results on the search page and more effective than natural search results.  Directory marketing works very well for this generation and most would use their local Yellow Pages rather than look for a business online.  



Generation X by YouCom Direct 

Generation X

Usually abbreviated to Gen X, this generation were born after the baby boom and retained a lot of their parents’ traits.  They also desire to exceed their parents’ achievements.  Generation X are highly educated, active, balanced, happy, and family-oriented.  They were the first generation to have a great surge in entrepreneurs.  These are the go-getters and self-starters.  They are ambitious and were the last generation to have a good attention span.  

Generation X are the greatest group for multi-channel marketing, able to process the editorials effective with the Baby Boomers, yet still be at ease with mobile app advertising and natural search results.  Cinema advertising works well with this group the most frequent audience and radio advertising also.  Localised direct mail starts to become less effective with this group and personalised mail whilst still effective is starting to become less able to stop the journey from the letterbox to the bin.  

Outdoor advertising such as out of home and alternative marketing like guerrilla marketing is effective for Generation X people.  TV advertising is still effective but less so as people can now pause live TV and turn to services such as NetFlix and Amazon TV.  Generation X looks past the PPC results for the natural search results.  In some studies, participants ignored PPC completely beginning their reading at the first natural search result. 

Printed directories are less effective for this generation although the earlier members still use them.  Online directories are however highly effective because of how they filter through into the natural search results on Google, Yahoo and Bing.  Members of Generation X were born between 1964 and 1980.  



Millennials by YouCom Direct 

Millennials

Often known as the Millennial Generation, or Generation Y. The Millennials are generalised as having traits of greater confidence and tolerance, but also a new sense of entitlement and narcissism that wasn’t seen in such numbers from the previous generations.  

In the millennial generation this group are a mix of those still with traits of generation X and those whose attention spans were beginning to shorten.  By the end of the millennial period, attention spans had shortened by a significant 11 seconds.  This has had a great impact on advertising campaigns to this audience and many brands were too slow to adapt their marketing.  

Advertising messaging needs to be much shorter to this group with more imagery.  Millennials have a sense of being let down, that the world isn’t the way they thought it would be.  The entitlement factor mostly isn’t met by reality.  

Offer based advertising, money off, price match advertising all works well to this group.  Aspirational advertising and advertising better suited to storytelling using real-life examples of other customers work best. Channels such as radio isn’t suited to that.  Cinema advertising works, Mobile apps, outdoor, out of home and natural search including online directories all works well for this generation group.  Signage is less important as this group are less brand loyal and drive vehicles less than previous generations.  Members of Generation Y were born between 1980 and 2000.  



Generation Z by YouCom Direct 

Generation Z

This generation follows generation Y (the millennials).  They are occasionally referred to as Generation Alpha.  Generation Z is highly skilled with technology.  But they are also under more social pressure than any other generation before them.  Their lives are all shared and online.  Society has moved toward expectations for all young people to aspire to University education while apprenticeships and early employment are all but unheard of.  

Unfortunately, due to the changes observed in the millennial generation, the average Generation Z member has a documented attention span of only 8 seconds (for context; a goldfish has an attention span of 7 seconds.  Although this is amusing, there are serious implications for our future).  Members of this generation were born from 2000 and the category won’t close until 2025.  



Generation Z

How to Advertise to Generation Z and to prepare for when they form your main customer audience

Generation Z are most notably at ease with today’s communications.  They have grown up with the internet and social media.  They are familiar with viral videos, virtual interfacing, international gaming, and comfortable with technology in general.  Unlike previous generations a greater than average proportion of their social interactions is from social media websites.  

It is a widely held view that growing up through the crisis or recession of 2008 has given this generation a feeling of unsettlement and insecurity.  This combination of social factors makes Generation Z one of the hardest to advertise to.  They are clued up and will switch off from traditional advertising.  With today’s options to pause live TV they have more resource to remove themselves from brand messaging.  

Indeed, Generation Z watches more YouTube and online video than traditional TV (and TV advertising or sponsorship).  In a way, this shows how brands must change how they organise their advertising and marketing (more emphasis on digital, social media, video, imagery and reviews).  




Generation Z - Images Are Important

Advice 1 – Images Are Important

Generation Z has grown up with visual communications. Every one of them has tablets or big screen smartphones. They can filter and edit pictures and have entire conversations with just photos (think Pinterest, Instagram or Snapchat).  We advise clients to keep imagery as a constant central theme through their messaging to this generation.


 

Generation Z - Short Attention Span

Advice 2 – Short Attention Span

The average Generation Z member has an attention span of only 8 seconds (a goldfish has an attention span of 7 seconds).  Generally, attention spans have decreased by 11 minutes since the Millennials (Generation Y) who were the last to actively challenge the world around them in a way where they were forced to memorise, learn, adapt and multi-task without the help of an electronic device or peer sharing.   Therefore, Generation Z marketing must maintain short, snappy content.  Reach out and yank their attention fast or they will be past your content and on to other brand messaging.  



Generation Z - Real Life Reviews

Advice 3 – Real Life Reviews

Generation Z is the social media generation.  They will share content and therefore will more quickly identify advertising.  If brand messaging is or appears to be genuine advice and useful guidance (or just interesting to their group) Generation Z will retweet, repost, or share it digitally or by word of mouth.  This increases importance to review management and review gathering (services offered by YouCom Direct).  Good Google+ reviews will increase your brand engagement with this generation.  


Generation Z by YouCom Direct 

Advice 4 – Hunt Them Down

Facebook is now more popular with the previous generations (including the baby boomers).  As it becomes populated with mum’s and dad’s, Generation Z are turning to other channels such as Twitter or Tumblr. 


Social Media Management will become increasingly important for your brand as this generation Z gets older.  Remember, the first of this generation Z (born in 2000) are already 16 years old now.  In a few more years they will become your main customer audience, looking to move out, requiring driving lessons, insurance, storage, banking, finance, car rental, solicitors, and with increasing disposable income for opticians’ products, mobile phones, clothes etc.  


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Required reference
: YouCom Direct News Article, Aug 2019, London, ‘Generation Z .’

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Brand Marketing
Copywriter: Matt Roberts, Group Account Director, YouCom Direct

Service Marketing by YouCom Direct

80 percent of people in advanced economies work in the service sector.  The marketing of services is therefore more important today than ever before. Any economic activity that creates value or some sort of benefit for people at a defined time and location, is a service.  The RAC, AA or Green Flag provide the service of car breakdown recovery.  Enterprise rent-a-car, Avis or Hertz provide the service of a car rental.  Boots, Specsavers or Vision Express provide the service of an eye health examination.  In some cases, services are coupled to products, so in the last example, an optician having performed an assessment of your vision can then sell you a pair of glasses.  








The way services are marketed will be different to how products are advertised.  The traditional marketing mix of the four P’s (Product, Pricing, Place, Promotion), is extended for service marketing with 4 more P’s (People, Process, Physical Evidence, Productivity). If your agency understands each of these P’s, the content for your local area business listing or local search result will have greater impact for SERP (search engine results page) success and generate a greater number of sales leads.  






Product

In services, the ‘product’ is intangible. When you produce it, you also consume it, for in producing the service it is often at the time it is ‘consumed’ by buyers.  The service offered can be much more customised than a product therefore but brands are wise to maintain a consistent level of service offering to maintain quality and brand reputation.  



Pricing

Establishing the price of your service is harder than creating the price for a product.  With a product, a company can calculate the cost of raw materials, labour, staffing, overheads.  With a service, the company must calculate a price for the intangible offering provided with that service.  For example, when choosing a restaurant, you don’t just want to be given a service of food delivery.  You also want an ambience, a view, a mood setting. Service managers seek to reduce the effort customers spend obtaining the service, including time, mental or physical effort and negative sensory experiences such as a noisy room, bad odour, poor queuing system etc. This impacts on marketing.  




Service Marketing - Place

Place

Products can be sent to the consumer, but services are linked to their place of delivery.  A relaxing spa will portray a better service sensory experience (added-value) in a countryside place than in a busy city.  If the place of your service is different to competitors or enhances the service, then this also can be considered in the service marketing message.  





Service Marketing - Promotion

Promotion

All marketing campaigns require promotion and education to succeed (see the blue box in the above image). Promotion persuades consumers as to the benefits of your service over the competition, encourages consumers into time-specific action and educates them with information and advice for which your service can deliver.  Services can be very quickly copied and supplied by another firm so promotion is more important in service marketing.  This makes your SERP’s more important and the right localised content on your business listing advertising is key to whether your service gains market share.  





Service Marketing - People

People

Brands must focus on reviews.  Many services depend on personal relationships between your staff and the consumers.  The type of interaction received by your customers will dictate if you can retain their custom and build your customer-base from word-of-mouth advertising.  Remember, customers largely judge the service received, by how your staff delivered that service.  Here is where an agency managing a Google Places review campaign is critical to marketing your service.  Also consider other review platforms such as Facebook, Feefo, Trustpilot and social-marketing channels such as a well-managed Twitter program (YouCom Direct have almost twenty thousand followers with high engagement for each tweet).





Service Marketing by YouCom Direct

Process

A ‘process’ is a set of rules by which a service operating system works. A poorly created process will lose you customers by a slow, laboured service delivery.  Here is where our UX (User Experience) research proves useful.  Understanding how customers interact with you (and with your competitors) will identify weak areas in service delivery where your process can be revised and improved.  Remember, poor processes will also demoralise staff resulting in low productivity.  Pret have a very good process.  Rules for rules and all designed to ensure that the same standard of service is repeatedly delivered to each new (and repeat) customer.  





Service Marketing by YouCom Direct



Physical Evidence

Services are intangible, you cannot ‘hold’ them.  There is little to associate with them other than feelings.  Most companies therefore try to link tangible things to their service to enhance their perceived service quality. This could be the appearance of the building (the red bricks in Pret, the warm browns in Costa, the black wood in Café Nero etc); landscaping; vehicles (the bright orange of RAC, the bright yellow of the AA, the green of Green Flag etc); equipment; staff uniform; signs; promotional literature and many more. This is why your hairdressers will have a well-designed waiting area with magazines, drinks and comfortable sofas for customers waiting for the service.  






Productivity

Improving productivity is vital to keep costs low and make your service more competitive.  Brands must trade productivity against making cost reductions that result in lower service levels resented by customers (and staff).  If your service inputs are transformed into service outputs that add value to the customer, then this is a good addition to place in your business listing on directory sites.  Have this productivity feature stand out prominently in your directory listing when it is pulled back by Google into the first results page.    

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Glossary: SERP – Search Engine Results Page UX – User Experience    

Required reference: YouCom Direct News Article, Jul 2017, London, ‘Service Marketing’.

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Brand Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct

YouDirectories discuss how more of us are buying pet insurance from directory adverts

Insurance is a heavily advertised category in directory advertising. Brands either challenge agencies to help them compete for greater market share with their existing product lines, or they supplement revenues by new product development and diversification.  Pet Insurance is one such area of diversification becoming more popular among consumers with one in four UK dogs now insured.   Pet Insurance has attracted low advertising budget in the past, but it won’t be long before insurance firms increase directory advertising and join the recent advertiser entries LV, More Than and Churchill with specific pet insurance advert creative in the Insurance-Pet classification.   With directory advert creative, the question is what pet to feature?  Which will resonate the most with new policy makers?A recent study suggests the answer is man’s best friend.   According to the Association of British Insurers (ABI), there are 2.4 million dog policies out of a UK population of approximately 9 million (one in four).  Cats account for a smaller 1.2 million pet insurance policies of an approximate 7.9 million UK cat population (one in six).   In 2014, the ABI state UK insurance firms paid out approximately £602 million in pet claims, up 15 percent on the previous year. This equates to £1.65m a day.  

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Data source:

ABI

Required reference:

YouCom Direct News Article, Dec 2015, London, ‘Pet Insurance on the rise’.

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