No, it didn't take me two days to read the Feb 07 Omma. I actually read the entire magazine a while back but haven't had a chance to post about it until today because I (once again) clearing off my desk. Hey, I could be posting the emails I got from friends KBar, Susan Prager and others about PI day. This article, "The Lost Generation?" on page 20, suggests that marketers are overlooking a vast audience.
Hmm...Overlooking? I wrote about fading demographics in ToolGod's Findings: What Old People Do For Fun and this seems an example. This market wasn't overlooked, nobody knew they had money to spend. The sad thing (and one I understand) is that this market would be overlooked if it weren't for their increasing buying power. Just about every demographic isn't recognized as worth a marketing investment until it's discovered they have disposable income. There may be micro and niche markets, but economic power equates to political power. These tend to follow each other -- a small market served only by a few starts to demonstrate economic power. Established players that previously didn't serve that market start to promote products (usually existing products relabeled and marketed) to the "new" audience. This new audience recognizes it has economic influence in the market. Soon this audience begins making political demands to increase and consolidate its power.
Hey, we're not getting any younger. Marketers, you better watch out.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
I'll be speaking at the San Francisco April '07 Emetrics Summit on Quantifying and Optimizing the Human Side of Online Marketing on May 7, 2007. Come on by and say hello.
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