Global brand experience agency Cheerful Twentyfirst has launched ‘Brand Playbook: Talking About My Generation’, a report which explores how marketing and comms professionals can “optimise the effectiveness” of audience strategy through the lens of age.
The report, which was made in collaboration with Dr Eliza Filby, explores the differences and similarities within generational segments, and how this understanding can be used to personalise communications more effectively and build deeper relationships with B2B audiences at scale.
Knowing your audience
The report revealed that age is not a primary consideration when developing an audience strategy. Only 28% of event professional respondents said they have the ability to identify, target and tailor communications and experiences by age groups.
The barriers to achieve this, according to the report, include time, budget and data.
The report also revealed the following:
- Baby boomers (1945 – 1965)
This audience is motivated by contributing to a wider audience.
- Generation X (1966 – 1980)
This audience needs autonomy and control over their experience.
- Millennials (1981 – 1995)
This audience expect relevant communications from brands or organisations, as well as a more streamlined and personal experience.
- Gen Z (1997 – 2010)
This audience prefers online 1:1 communication, as well as face-to-face group experiences.
Brand engagement
According to Georgina Burrows (pictured), strategy lead, Cheerful Twentyfirst, there has been an upheaval in how people prefer to engage with brands. She said: “Audiences are more cynical than ever about who they buy from, engage with and work for, and emerging audience groups present a new challenge for event marketers.
“Our research findings suggest that the biggest perceived challenge in reaching audiences is delivering personalised experiences at scale, and more specifically, honing an engagement strategy that can address those ‘needs groups’ effectively.”
She added: “The first part of this challenge is a clear approach to, and understanding of, effective audience segmentation. The second part is knowing enough about your audience to be able to design for personal motivations and through preferred communications channels. In 2023, event marketers have to consider emotional drivers, audience pain points and professional ‘care abouts’ more than ever before.”
The report is now available to download via the agency’s website.
