By Karen Fewell, Founder of Digital Blonde
Though it can be said that technology and social media brings us all closer together, when it comes to marketing your business, it can leave you with a divided audience. Making sure your marketing is engaging for all seems more of a challenge than ever before. How do you successfully connect with both Generation Z, who’ve never known life without Smartphones, and Generation X, who’ve had to catch up with the digital era? And how should you go about meeting the expectations of millennials, who are health and sustainability conscious but demand speed and convenience? I’ll be looking to address these questions and more in my session at The Farm Shop & Deli Show on Wednesday 26th April 12:00pm - 12:45pm.
Considering consumer behaviour
Though we all have different relationships with digital and traditional media, there are certain things we all have in common as human beings and this is a good place to start when thinking about marketing. Human behaviour and an understanding of how our brains work should be at the heart of any marketing initiative, whether you’re using digital or traditional media. For example, did you know that 95% of all human decisions are subconsciously made? This means that almost all of our decisions are not the logical, rational choices we often assume they are. We’re making quick decisions emotionally and then rationalising them afterwards.
Food for thought
This statistic almost certainly applies to our food purchasing and consumption decisions. In fact, we make on average around 200 decisions about food each day, the majority of which are subconscious. This is true whether you’re a millennial or a baby boomer. So there really is a clear need to reach your customers on an emotional level. Whatever their age, if you don’t make an emotional connection, you’ll struggle to get past the unconscious decision making process that happens in your customers’ brains.
At The Farm Shop & Deli Show I’ll be exploring the different ways that social media can help you reach consumers of all ages on an emotional level. There will be the latest research and insights from the worlds of psychology, neuroscience and marketing, along with guidance on how these can be applied to your business. Plus, I’ll be giving my guide to the generations. This is where we’ll look beyond the much talked about millennials and discuss some of the typical traits of each age group and how they engage with media.
I hope to see you at The Farm Shop & Deli Show on Wednesday 26th April 12:00pm - 12:45pm for what promises to be a lively and informative discussion, packed with practical advice to help broaden your customer base.