Are you reaching your targets?

In today's world, there are more ways then ever to reach your target audiences. Email, Websites, Twitter, Facebook, LinkedIn, Direct Mail, Mobile Campaigns, Outdoor Advertising, Viral Campaigns ... the possibilities seem endless. But how can you be sure you are using the right mediums to reach your vast array of target audiences? Here are a few hints as to where some of your target groups may be "hanging out":

 

Baby Boomers: Boomers are the fastest-growing segment on social-networking sites. According to AARP, use of social networks in the 50+ category have tripled over the past 18 months, and the fastest growing segment on Facebook is women over 55. Forrester reports that more than 60% of Boomers also utilize blogs, forums, podcasts and online videos. And in a study by Vertis, direct mail also has the greatest impact on women Baby Boomers with 33% saying they visited a store within three months of receiving direct mail.

 

Generation X: This segment wants to carefully evaluate their choices and reach their own purchasing decisions...and what better way to do that? The Web. If you'retargeting Gen X, you'll need an Internet strategy. This group is also the largest group Tweeting, but shares their purchasing recommendations via more private methods, most notably email (Forrester Research).

Generation Y: A goodportion of this segment is in college or will soon be in college. They are the most digitally sophisticated. Nine out of 10 have a home computer and more than 50% own a mobile phone. Viral marketing is very important to them, as they don't trust general advertising. Interestingly enough, this group shows the least amount of Twitter users.

As you're going into the New Year, consider testing alternative mediums to find and increase your response rates among your target groups.

 

Want to learn more? Enjoy these Compass Archives:

• Inspire action with email
• Take another look at Tweeting
• You've got a website, now use it
• Is WOMM in your marketing arsenal?