Marketing to the Adult Daughter: Getting It Right
When it comes to marketing to the adult daughter, most brands are still missing the mark.
They’re known as Adult Daughters. Or Baby Boomers. Or even the Elastic Generation. Today, every fifth adult in the United States is a female over 50. They have a combined net worth of $19 trillion and make 85% of all U.S. household purchase decisions. But when it comes to marketing to these adult daughters, most brands are missing the mark.
These women are the healthiest, wealthiest and most active generation of women in history who control half of the country’s discretionary income and two-thirds of the consumer wealth. They spend $400 billion more than younger demographics each year on consumer goods, and dominate spending in 119 out of 123 CPG categories.
They’re social, mobile, and online — working well beyond the traditional retirement age, creating new businesses and products, and staying healthy beyond their years.
That percentage sounds about right when you consider that many marketers targeting the adult daughter still resist having an online presence and participating in social media. They’re convinced that these potential customers aren’t tech savvy. But nothing could be further from the truth. Consider the following facts:
Yet the two words these women choose to describe marketing messages aimed at them? “Patronizing” and “Stereotypes.” This group of women continue to push the boundaries and upend the status quo, yet 91% say marketers don’t understand them.
- Search is the most effective online channel to reach her, with 96.8% using it daily as their top online information-gathering resource.
- Email is the 2nd leading online activity behind search, with 94.8% of this group using email on a daily basis. Marketers can use email to effectively provide topics of interest and value to this target audience.
- Having a consistent social media presence is essential, as 82.3% of these women are on social media multiple times a day. Facebook is by far the most popular of all social media sites for this group, with 82.3% on Facebook daily.
- Over half watch more online video than TV, with YouTube reported as the preferred site.
Strategies for Marketing to the Adult Daughter
Insights and understanding are important, but their value to marketers comes from translating those insights into action – with an understanding that will boost the effectiveness of your marketing programs.
Your brand story is more than a narrative. It’s an amalgamation of your employees, culture and corporate reputation – a narrative that encompasses the facts and feelings that are created by your brand.
Every element of your brand, from the colors and texture of your packaging, to the staff you hire is part of your brand story and reflects the truth about your brand.
A powerful brand story can help you earn the loyalty and engagement of your target audience.
Do you have a brand story? A brand voice? Is it consistent? Are you differentiated from your competitors?
Your website is the cornerstone of your marketing efforts. It serves as home base where customers can go to learn more about your brand and gives your content a place …read more
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