22 September 2015

Marketing Miscellanea

Traipsing every which way today…

Baby Boomers Not Fans of Mobile Ads
September 21, 2015
image… Baby Boomers have solid smartphone adoption, at 64.4% of mobile phone users this year … Baby boomers also had a highly negative response to mobile ads ... Fewer than 8% said they were likely to purchase a product advertised on their mobile phone … Overall, just 5.2% were interested in receiving ads on their phone at all.

TV Still Dominates
September 22nd, 2015

Hmmm.  This all sounds vaguely familiar.  A post from five years ago:

01 May 2010
… That silly retronym “traditional advertising” will remain the premiere force for introducing people to a product or service, along with sustaining its shelf life. Television, print, radio, and billboard ads will continue to have the visceral power they’ve always had – if only for their sheer size, simplicity, and cutting-edge audio/visual qualities.  Advertising on smartphones will be considered an annoyance, invasive, and rather dinky…


Millennials Boast Huge Social Networking Growth and Engagement on Smartphones, But Older Users Surprisingly Outpace Them on Tablets
By: Michael Buhl
… Older generations seem to prefer the ‘sit-back’, larger screen experience that more closely resembles the days of reading a newspaper, a book, or even using a laptop computer.

Hmmm.  Again, this sounds familiar:

Tablets & The Magic of Muggles
28 August 2013
… People will power up desktops/laptops for work and interactive pursuits, then grab their tablets for passive pleasure.

PCs, Laptops, Smartphones: Active experiences where advertising is an annoyance.

Magazines, Newspapers, Radio, TV, Outdoor, Tablets: Passive experiences where advertising is accepted and often welcomed.

Mad Men won some Emmys.  Great.  Mad Men is no more.  A link to my musings on the show - from 2008:

Mad Men
mm People are always asking me what I think of Mad Men. That’s because for the last three or four years I’ve included a section in my presentations about the history of advertising creatives, and a big chunk of it focuses on the era Mad Men inhabits…

Does my take hold up?

Coming soon to an academic library maybe near you:

Advertising in the Aging Society
imageBy Michael Prieler, Florian Kohlbacher
Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry.
(Yours Truly penned the Afterword)

02 September 2015

Baby Boomers & Houses

Lots of news services are writing about Baby Boomers & Housing & Retirement. This makes for  good copy, but not new copy.

New Senior Housing Raises Concerns Supply Will Outpace Demand From Baby Boomers
imageBy Liam Pleven
… But it is difficult to predict what type of living arrangements they will seek out as they age, and when they may need senior housing, particularly given longer lifespans and changing attitudes about such types of housing.

Sounds familiar:

Selling Universal Design/Aging In Place ©2005/2007 (PDF):
… My NAHB presentation had a large section dedicated to the problem‘ of aging in place. It‘s a problem, of course, for AACs. How do you convince Baby Boomers to consider your offerings – whether your community is across the country or across town?
The first slide in the Aging in Place section was titled Let’s talk about your competition.  I tossed up logos from Del Webb, Robson, Meritage, and a few others – along with one of a real estate salesman outside a house with a for sale sign. I shook my head. “These are not your competitors,” I said, “This is.”

hshA new slide popped up that read Home Sweet Home. Many in the audience nodded.

I guess they’re still nodding.

Also from the WSJ:

Seniors, Not Millennials, Are Creating New Households

Huffington Post:

Boomers Are The First Tech-Savvy Retirees -- And Have The Home Renovations To Prove It
imageby Buck Wargo
… Newest retirees want state-of-the-art technologies in homes and home offices for consulting work.

Good piece. My takes over the years…

Pull-quote from the cover of Advertising to Baby Boomers, first edition published in early 2005:

coveradvbb“It will be the Baby Boomers who will be the first to pick and choose, to ignore or be seduced by leading-edge technology marketing. There’s a simple reason for this. We have the money to buy this stuff. Experts say we’ll continue to have the money for at least the next twenty years. Write us off at your own peril.”

A collection of posts about aging in place, with lots o’ links:

Aging In Place & Universal Design


Just for fun:
Virginia Ironside: You're Old, I'm Old... Get Used to It!
You could blanket Yasgur's Farm
with books about 60 being the new 40; 60 being the new 60, or 60 simply being 60.