http://www.achievemarketleadership.com/?p=268 Explore trends in enterprise marketing including product, channel, lead generation and interactive strategy. By Crimson Consulting Group. Thu, 09 Sep 2010 03:24:24 +0000 http://wordpress.org/?v=2.2 http://www.achievemarketleadership.com/?p=268#comment-2885 Steven Lamont Tue, 07 Oct 2008 18:20:37 +0000 http://www.achievemarketleadership.com/?p=268#comment-2885 Kern makes a valid point about texting being more for the younger demographic. More and more we see that Wireless companies have to act more like packaged goods companies (think of the range of choices in your grocery store's cereal isle) and target different products/services, value propositions, and messages to different segments. This is a new requirement for the industry, that to some extent they left to the MVNOs (think Boost Wireless in the U.S.). In addition, an argument for marketing to the younger generations is they reflect where the market is heading -- on the basis of aging population and technology adoption. Kern makes a valid point about texting being more for the younger demographic.
More and more we see that Wireless companies have to act more like packaged goods companies (think of the range of choices in your grocery store’s cereal isle) and target different products/services, value propositions, and messages to different segments. This is a new requirement for the industry, that to some extent they left to the MVNOs (think Boost Wireless in the U.S.).
In addition, an argument for marketing to the younger generations is they reflect where the market is heading — on the basis of aging population and technology adoption.

]]> http://www.achievemarketleadership.com/?p=268#comment-2883 Kern Lewis Tue, 07 Oct 2008 02:34:15 +0000 http://www.achievemarketleadership.com/?p=268#comment-2883 I agree we need to pay attention to opportunities that surround the growth of texting as a communication channel, but the urgency is far more for those of us targeting younger generations. Why? Dive into the data a bit more. With teenagers running almost 1800 texts monthly, and the overall average 350, that means those above a certain age are probably still texting less (perhaps far less) than they phone. If your target is Baby Boomers or older, testing of the channel may prove that money is still better spent elsewhere. I agree we need to pay attention to opportunities that surround the growth of texting as a communication channel, but the urgency is far more for those of us targeting younger generations. Why? Dive into the data a bit more. With teenagers running almost 1800 texts monthly, and the overall average 350, that means those above a certain age are probably still texting less (perhaps far less) than they phone. If your target is Baby Boomers or older, testing of the channel may prove that money is still better spent elsewhere.

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