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MARKETING IN THE MODERN WORLD
Jennifer KorfiatisOctober 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 Direct Mail
Newspaper Readership
Readership and Education
Readership and Income
Newspapers and Ad Revenue
Radio
Dayparts: 6am-10am 10am-3pm 3pm-7pm 7pm-midnight Overnight Weekends
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.
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
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.
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
“New” media
Facebook Twitter YouTube
Social Media (general)
Facebook vs. Linkedin
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
Strategic Partnerships
Which organizations in your community make sense for a mutually-beneficial alliance?
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?
