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The New Social Media Addicts (Are Not Who You Would Think)

February 14, 2017 |

Given the number of times your mother has asked the difference between The Face Book and Tweeter (or maybe this is a question you’ve asked to your Millennial and Gen Z offspring), it comes as a surprise to many that Millenials aren’t the most active on social media sites. Upending the assumption that the younger crowd is responsible for the heaviest activity, the users that average almost seven hours a day on social media sites are Generation Xers.

“Generation X (ages 35-49) spends the most time on social media: almost 7 hours per week versus Millennials, who come in second, spending just over 6 hours per week. They’re female, 25% of their time online is spent on social media (vs.19% of males), and they reach across cultures. They’re likely to be on Facebook on Sundays via smartphone, while watching primetime.” – Sean Casey, president, Nielsen Social.

Gen X kids were among the first to experience childhood with more than three TV channels, a home computer, and entered adulthood right after the birth of the Internet, so it makes sense that they are tech-savvy. Entering the workforce in the era of the dot-com boom means they have been expected to adapt to rapid changes in technology, influencing not only their means of communicating in the business sphere but also their personal life. From keeping tabs on their freshman-in-college daughter’s status updates to connecting with hometown friends to keeping up with spoilers from their favorite HBO show, social media is where these middle-aged cool cats are hanging.

As a matter of fact, Gen X media consumption across all media channels is higher on average than any other age group, according to a recent report from Nielsen. Adweek alleges that Gen X “has been disproportionately overlooked by brands and marketers.” So why not show them a little more love? Gen X is best reached by a combination of both traditional and digital media sources.

This should also be reflected in your social media advertising strategy. According to a Business Insider Intelligence report, Gen X comes up just short of Millenials in terms of online retail purchases. So if Gen X is spending more time online, but still not spending as much through mobile and e-commerce despite higher incomes, then targeting is part of the issue. Companies should be taking advantage of these behaviors with the integration of robust digital marketing campaigns as part of their overall strategy for this age group.

Gen X has been historically overlooked by media companies. It could be because the Gen X population is smaller than both the Millennial and Baby Boomer groups, and their status as a group is often murky. They occupy a space that is post-Boomer and just on the cusp of Millennial, sandwiched between the two monoliths; a transitional generation without a strong sense of belonging, so they’re a little harder to nail down for messaging. However, they are now firmly established in their lives with attractive income levels and buying power, so tailoring ads to this segment will reap significant rewards as they tend to be brand loyalists.

“Others have been concerned that Gen X isn’t going to give you the ROI, but we’re not afraid to target them,” says Tom Peyton, avp, advertising at Honda in an article from AdWeek. “Gen X is not quite as big and sexy [as Millennials], but at the end of the day, they are prime time in their income and they can buy a lot of expensive new cars.”

Gen Xers have the expectation that everything is on demand and will actively seek out information regarding products and remain vocal about those they do or don’t like. In the Nielsen report, 39% of heavy social users (those with 3 or more hours of online activity per day) ranked discovering new products and services as an important reason for using a social network. The report also found that 29% of heavy users believe supporting their favorite brands is somewhat to very important, making it easy for brand loyalists to show their support and share content.

Consider finding your Gen X audience through simultaneous campaigns to capture their attention. Being avid television consumers does not make them more likely to put down their smartphone; they are a social TV audience who engage in what is known as “second screen” activity, browsing their social networks when they get home and while enjoying their favorite TV shows.

In conclusion, it would be wise to target this demographic of so-called social media junkies. As Boomers’ dispensable income disappears into retirement savings accounts and Millennials work on reaching a place of income stability in a turbulent global marketplace, Gen X holds much of the consumer spending that marketers are seeking to capture.

Sources: Bloomberg, Nielsen, Business Insider, New York Times, AdWeek, BUSINESS 2 COMMUNITY


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Taking Root: Which 2016 Social Media Trends are set to Blossom in 2017?

January 25, 2017 |

We are reaching a phase of rapid progress in the social media and digital marketing space. As our means of receiving content become mobilized and virtual, the way we shop and explore products has completely shifted. We saw the seeds of evolution planted in 2016’s most popular trends and I predict that many will continue to grow and develop in 2017.
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Family-Friendly 2018 Honda Odyssey Wows at 2017 NAIAS

January 9, 2017 |

Redesigned to make life a little easier for families, the all-new 2018 Honda Odyssey was unveiled today at the 2017 North American International Auto Show in Detroit with new updates to safety, connectivity, and comfort.
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Ad Optimum: A Look Back at the Most Insightful Ads of 2016

December 31, 2016 |

Advertising is a fickle industry. Sometimes, ads are viewed as works of art unto themselves, and cause us to laugh, cry, and experience every emotion in between. Other times, we download third party software with the explicit intent of never seeing an ad again. Some ads utilize data to inform, entertain, or even aid us, while others embody an almost stalker-like presence through their targeting. All ads, however, share one common trait: they are a mirror of our inner desires.

If an advertisement is supposed to play to a person’s base desires, doesn’t it make sense that those same ads speak to the current state of our society? This raises another question: what do we desire?

When you watch a well done, thoughtfully crafted advertisement, you’re investing your time in more than a product. You’re investing in a narrative. As 2016 has mercifully wound to a close, we take a look back on the narratives that resonated the most with our society from the past year. These selections appeared in multiple “Top X” lists throughout the year, and begin to paint the picture of how we perceive ourselves and those around us.

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How Data is Humanizing Marketing

December 15, 2016 |

Data takes on many forms. Sometimes, data can look like a synthetic life form on the USS Enterprise. Other times, like a gadget-wielding little boy in the Goonies. But more often than not, we envision data as long strings of integers that stretch out to infinity and come accompanied with the dial-up Internet noise. While data is integrated into nearly every facet of our lives, there still remains a disconnect between the numbers and how they’re presented. I mean, all a baseball pitcher really has to do is stand on a hill and throw to another player, but their stat sheets make it look like they’re coding the next Apollo mission at the same time. This is precisely why I take notice when a company is able to blend data and marketing so effortlessly, or at least make it seem that way. Here are some examples that showcase the versatility of data presentation when it comes to company branding. Read More

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Apple’s ‘Exciting’ Letter to the NHTSA

December 7, 2016 |

They’re the crossover athlete everyone talks about. The guy that plays football, but everyone says would make a top tier MLB player. There have been plenty of rumors about if such a transition might happen for years, but nothing ever really came of them. But now, after spending all this time sitting in the bleachers, it appears they’re finally ready to step out onto the ball field and take a swing.

Except they want to use their own bat, their own ball, and the other team has to teach them how to play.
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Tier10 Wins Five Davey Awards

December 5, 2016 |

Tier10 was named a winner in the 2016 Davey Awards, receiving five silver awards for its video creative. Out of nearly 4,000 entries submitted from the best small agencies, firms, and companies worldwide, Tier10’s award-winning creative was judged and merited to uphold a standard of excellence. Read More

State of the (You)nion: Fall Social Media Updates

November 21, 2016 |

The fall season is full of change. Leaves change their color, pumpkin spice brutally divides a nation, and my social media feeds begin demanding sacrifice. If I went to a pumpkin patch but didn’t post pictures of my trip, is it like I even went? If I think Thanksgiving should get more acknowledgment but don’t rant about it on Twitter, is it like I even care? If I don’t make a big deal about the fall season in general, is it like I even care about anything?

But I digress.

What I do care about is providing you with a roundup of all the changes that are going on with social media over the past couple of weeks, and much like the nature of the fall season, there has been a lot of change going on with the Internet’s big players, starting with…
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