What would you say if someone asked you “What if your consumers aren’t on social media?” What would you say?
My initial thought was “Then you shouldn’t be there,” but chances are that you’are wrong. Its either that or you have not put in effort to dig deeper, or you chose to believe “That is how it should be (applying conventional rules)”. Fact of the matter is those are not good enough reasons.
Between our very popular social networking site Facebook and our professional networking site LinkedIn, I believe that all market segments can be reached using modern platform and technology. Its not because this is based on “everybody is online”, they are not.
Take this for an example: Take a nursing home for example, their clients are 80-90 years old. But remember they are not their only clients. These 80-90 years old have kids who are making a lot of decisions and some even for them. Now we know there are a lot of 40-50-year-olds on Facebook, sure enough if you make content that age group you will see conversions.
Now lets view the same situation through a different glass. If you look at data, the consumer habits of 40-50 years old women is being influenced by their 15 – 25 years old daughters. This was not the case 20 years ago, in fact it was the other way around.
We are going through an era of youthification of society. give it a thought. If you look at the behavior of a 40 year-old woman today, it very closely resembles the actions of a 28 year-old women only 20 years ago.
Try this: Think about what your parents were like when they were your age. Remember “Thirty is the new twenty”, and I’m sure you remember the dreading feeling when you receive that friend request from your mom, what do you think made that happen? We have progressed and advanced to live through this youthification. I’m sure you have a friend who snap chats her mom. Companies have agencies marketing things toward 15 year old girls because if they think it’s cool, then their moms will think it’s cool.
Lets accept it, we are living through very different times and it requires us to look at things differently. Not just the platforms or the creative ideas, but the real physiology shift we are currently living through.