Follow Jim Linkedin Twitter Facebook
Email Jim Email
Marketing & Sales
Feb 8, 2018

Gender and Generation Marketing

Sponsored Content provided by Jim Ellis - Vice President, Account Director, Signal

Today’s online ecosystem is increasingly sophisticated and complex, making audience targeting and customer experience (CX) insanely important.
 
Success lies in having a deep understanding of your target audience – being able to see your products through their eyes – to deliver the perfect content and website experience.
 
Consider gender and generational differences for a fresh look at your online product marketing for 2018.
 

Gender behavior Drives CX

MEN WOMEN
  • Like to systemize
  • Shopping is a job to get done quickly, without fuss
  • Attracted by website tools / functionality – the utilitarian side of things
  • Like to empathize
  • Shopping is an interpersonal exercise and browsing is fun
  • Attracted by social communication and eye-catching design
 
There are exceptions to the rule, of course, but in general, women focus on the experience while men focus on completing the mission. Women typically enjoy beautiful colors and layout, with social features like reviews. Men are more likely to want to get in and get out with an efficient process.
 
Whether you’re talking to people who are 21 or 51, do your due diligence and user testing to make sure you have the right look to hook your audience.

 
Don’t Call Them Middle-Aged

Women over 40 are part of a growing ageless generation of “perennials” who don’t dress, behave or purchase the way their mothers did. Perennials are a curious, tech-savvy, relevant, engaged demographic who are “ever-blooming.”
 
 
  • 96% don’t consider themselves middle-aged
  • 67% feel they are in the prime of life
  • 84% don’t define themselves by age
  • 91% feel advertisers don’t understand them
 
 

Forever Young

In 2016, 62% of those aged 55 – 64 were employed. And the overall population of older Americans is growing and expected to more than double by 2060. Although Millennials will eclipse other generations in the workforce in the next decade, they’re not there yet.
 
Don’t miss the mark with the big spenders of today – Generation X and Boomers – by focusing solely on Millennials. Including the perennials in your plan is a marketing win.
 
Need help putting customer data to work for you? Give the Signal team a call.

Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.


 

Signal remarketing d02 jgartboard1
Ico insights

INSIGHTS

SPONSORS' CONTENT
Jeremytomlinson enfuse headshot

Defend And Invest You Technology Strategy For 2022

Jeremy Tomlinson - Enfuse Technology Solutions
Brookeskipper saltair headshot2

Tips For Preparing Your HVAC For Winter

Brooke Skipper - Salt Air
Headshotrosaliecalarco 1182131047

Important Family Conversations During The Holidays

Trending News

Officials: Ice Storm Delayed But Still On Way

Scott Nunn - Jan 21, 2022

Monteith Construction Announces New CEO

Staff Reports - Jan 20, 2022

Novant Unveils Capital Project Expansion Plans

Scott Nunn - Jan 21, 2022

Ice Storm Expected To Cause Power Outages

Scott Nunn - Jan 20, 2022

Finalists Announced For Commercial Real Estate Awards

Staff Reports - Jan 21, 2022

In The Current Issue

Working To Embrace Sustainability

Climate change, development and growth are cutting deep into society’s psyche, and hospitality industry leaders want to be a part of the sol...


Area Hauls In Moving Firm Rankings

Some moving companies measure where their customers are moving to and from in the U.S., and new Wilmington residents checked inbound boxes a...


Meet The Region's On-call Utility Engineer

One man and one team are behind nearly every major public water and sewer infrastructure project in the Cape Fear region....

Book On Business

The 2021 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

Trying to Grow a Business?
2020 Health Care Heroes
2020 WilmingtonBiz 100