What is Authentic Marketing?
The term has been around for several years, being described by Forbes magazine in 2012 as “the true self-expression of a sincerely held business philosophy.” For some business people, the described may seem rhetorical because would you be in business if you didn’t believe in what you did every day?
The idea comes down to creating a conversation between your brand or company and your audience that’s natural and genuine. Instead of sounding like an on-going sales pitch or public relations move, it includes acknowledging shortcomings as mistakes do happen in life. Authentic marketing requires digging deep to find out what your audience wants, needs or has concerns about. The thought of “isn’t that what we’ve been doing in our marketing” may be going through your head. Take a moment to think about your strategy and how you’ve been reaching and engaging your audience.
Have you been backing up the words with action? That’s authentic marketing.
Trends Pushing Authentic Marketing
Blame – or don’t – the millennials who want transparency and honesty from brands and companies they are consumers with. Authenticity has shifted brands and companies from goal orientation to knowing and doing exactly what they believe in. The path of marketers and reaching consumers has gone from structured and a near perfect line to a string of yarn being batted around by a pet.
Customer and consumer wants, needs, and concerns change on a daily basis and companies have begun listening and adjusting accordingly, even on the fly if necessary. Consumers want to be able to relate to your brand and company on a near personal level before handing over the cash.
Why Marketing to Different Generations is Key
We know we’re different from our parents in everything from the music we prefer to how we respond to marketing. Odds are if you have children, they will or are different in how they relate to marketers also. But what generation people fall into has become key to how best to reach them as consumers and companies have begun to tailor to specific generations.
Keppler Speakers shares advice on marketing to different generations.
Seth Mattison on Selling and Marketing to the Generations
Generation Y (1996 – present)
Between the roller coaster economic ride in their life and technology boom and bust, this generation is a little tricky to pin down for marketers. Though they are young, Gen Y has money to spend and will spend it, but only if they feel a value and receive satisfying information to their questions and concerns. People in this generation have been exposed to a global perspective since birth and carry a strong sense of independence and individuality. Real life examples along with truth and realness engage this generation more than anything.
Millennials (1981 – 1995)
With more than 80 million people born in this 14-year time frame, the Millennials have surpassed the Baby Boomers as the largest age group. Millennials have grown up with technology. Does anyone else remember caring for their Gigapet in the 1990s while walking around listening to music on a Sony Walkman CD player? Even with the technology, this generation will buy online as often as buying from a brick and mortar store. Brands and companies have to target millennials with a strong online presence, whether by a website, blog, or social media.
Generation X (1965 – 1980)
Often called ‘the forgotten generation’, wedged between their Baby Boomer parents and Millennial children, Generation X could be called skeptical as they don’t merely go along with trends and styles. Currently, at their prime earning and spending years, the majority of Generation X use mobile devices and social media on a regular basis. Raised before the internet, this generation has stymied marketers with their nearly even split of engaging through traditional and digital marketing alike.
Baby Boomers (1946 – 1964)
This generation was in their formative years during the post-World War II suburban boom and turbulent 1960s. Generally speaking, they lean on hard work, individualism, and social activism. Most are retired or close to retirement age and are most likely to be bargain hunting on all goods and services. Though Baby Boomers place a lot of value on face-to-face communication, they regularly search online for information and utilize calls and emails to a company if necessary. Their history with social activism comes into play as lots of Baby Boomers are interested in knowing what your business stands for.
Silent Generation (mid-1920s – 1945)
This generation looks for value for their money, a sense of comfort and belonging. Traditional marketing with flyers, newsletters, and postcards is still a great way to reach them. But don’t disregard the Silent Generation as technologically illiterate as many are active and use the internet in their information searches.
Elevare Can Help You Find Your True Voice
If you’ve written or read through your marketing campaigns and felt a little something was missing, we can help. Whether it’s fine-tuning your company’s voice to reach new customers or brainstorming ways to engage a new generation of consumers, Elevare has the tools to do so. From building a custom website to managing your social media presence, our staff is well versed in reaching and engaging all generations of consumers.
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