BRANDS TODAY FIND THEMSELVES FACING A UNIQUE SET OF CHALLENGES. EVERY POSSIBLE FORM OF COMMUNICATION IS AVAILABLE TO THEM, BUT THEY OFTEN NEED TO COMMUNICATE WITH EVERY GENERATION—EACH WITH ITS OWN LIFESTYLE, HABITS, EXPERIENCES AND VALUES. No one method of communication works for every generation of course; and brands should embrace media that best serves their needs, whether it’s print, digital or a combination of the two. In choosing media, it’s also important to consider the customer journey, which is “the complete sum of experiences customers go through when interacting with your brand and making a purchasing decision.” Each stage of this journey— awareness, shopping, purchasing and sharing—is an opportunity for brand engagement. The concept of the customer journey is often used in discussing the digital space, but it’s a concept that can apply to any media—from television to direct mail—and it should absolutely be considered in any omni-channel campaign. So, how can you use print and other tactics to appeal to multiple generations? Well, we’re glad you asked. 2 How Brands Can Reach Multiple Generations
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