1 / 24

Marketing in the modern world

Marketing in the modern world. Jennifer Korfiatis October 26, 2012. Who is your target market?. Demographics Psychographics Single target approach? Multiple target approach? Combined target approach?. Impact. Which mediums make sense?. “Traditional” media. Newspapers Radio

gitano
Télécharger la présentation

Marketing in the modern world

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing in the modern world Jennifer Korfiatis October 26, 2012

  2. Who is your target market? • Demographics • Psychographics • Single target approach? • Multiple target approach? • Combined target approach?

  3. Impact

  4. Which mediums make sense?

  5. “Traditional” media • Newspapers • Radio • Direct Mail

  6. Newspaper Readership

  7. Readership and Education

  8. Readership and Income

  9. Newspapers and Ad Revenue

  10. Radio • Dayparts: • 6am-10am • 10am-3pm • 3pm-7pm • 7pm-midnight • Overnight • Weekends

  11. Formats and Demographics • Country: (Taylor Swift) • Top format in terms of the number of stations that carry it. • Tends to skew slightly older M-F • News/Talk: (NPR/Rush Limbaugh) • Very broad bundle of programming • Men between the ages of 45 and 54 are the main demographic for this format. • Oldies/Classic Hits: (Doo Wop) • These stations primarily play anything released from 1963 on • Men between the ages of 45 and 54 comprise most of the loyal audience. • Adult Contemporary: (Maroon 5) • Geared primarily to women ages 35 to 44, this format began in the early 1970s and has successfully replaced what used to be known as easy listening or MOR (middle of the road) • 6 different “flavors” • Hispanic: • Second fastest growth • This category is very broad and encompasses Spanish-speaking M-F listeners age 18 and up.

  12. Formats and Demographics • Adult Standards: (Frank Sinatra) • Declining format • Adults 55+ • Top 40: (Katy Perry) • Comprised of listeners between the ages of 18 and 34, the format faded for a while,, but has come back • Soft adult contemporary: (Celine Dion) • Women 35-54 • Religion: (Gospel) • Employed mothers between the ages of 25 and 44 are the primary listeners • Classic Rock (Led Zepplin): • Men between the ages of 45 and 54 • Sports (MLB) • Men 45-54

  13. Direct Mail • “Physical media–AKA direct mail–left a ‘deeper footprint’ in the brain.” - Millward Brown, a leading global research agency • In other words media that consumers can touch and feel resonated and touched more emotions than those of the digital variety.

  14. Direct Mail • “Direct mail surprisingly transcends the age demographic, with younger consumers (the 18- to 34-year-old demographic) preferring to learn about marketing offers via postal mail rather than online sources.”-national survey research from ICOM

  15. “New” media • Facebook • Twitter • YouTube

  16. Social Media (general)

  17. Facebook

  18. Facebook vs. Linkedin

  19. Twitter

  20. Pinterest

  21. YouTube • 60 hours of video are uploaded to YouTube every minute. This number was only “48 hours” a couple of months ago (8/2012). • Over 4 billion YouTube videos are viewed a day • Over 4 billion hours of video are watched each month on YouTube

  22. Strategic Partnerships • Which organizations in your community make sense for a mutually-beneficial alliance?

  23. What is your media mix? • Questions to consider: • Which mediums attract your target market(s)? • What is the frequency? • What is the message? • How can it best work cohesively?

  24. Questions? • Jennifer Korfiatis, MBA • (509) 665-0208 • jennifer@jenniferkorfiatis.com

More Related