38.1% businesses confuse Customer with Consumer

We repeat: 38.1% businesses confuse Customer with Consumer

There is good news:

As children watch less TV, professional services network PwC said it expects the digital advertising market for kids to grow to $1.2bn by 2019 – at which point it will represent 28% of ALL advertising to children. On the other hand, BBC is starting to invest $44 million in children’s programming over the next three years to combat digital media giants such as Facebook, Amazon and Netflix.

There is a question about kids: are they Customer or Consumer? And how the marketing campaign should be created after answering this question?

There is other advantage:

Have you known that millennials treat their first pet much more than cute companions—they’re starter children! A recent study found that 44% of millennials see their pets as “practice” for the real deal, with 21% citing that as the main reason for welcoming an animal into their homes and another 23% saying it was at least part of the reason. As we can see that the perception of pets has changed with this generation—it would be profitable to take animals-as-kids perspective to the bank in marketing campaign.

It is easy to decide who is who in this case, therefore the customers will be regarded as the king, in every business because they help in earning revenue.

And what about the last example… YouTube Kids is free to consumers and reaches around 70% of the 6 to 12-year-old audience(!), and comes with parental controls, content preferences and time limits. Parents are quickly making the switch from expensive cable. How advertisers should create the main message regarding to customers and consumers?

Answer for this question and many others among how to create and execute effective marketing campaign – will be a part of meeting with Ralph Lightman from DM2 Agency during next Multicultural Business Club in Manchester: 26 April 2018. Informative and with many examples. Book your time: https://www.eventbrite.co.uk/e/grow-your-business-business-networking-with-a-multicultural-platform-tickets-45142200537?aff=efbeventtix

Sources including Adweek.com, Gale

About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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