CNBC Drops a Marketing Bomb
A recent CNBC story caught my attention.
Millennials as a demographic have been the focus of technology and those companies using tech to attract them.
However, this CNBC story featured analyst, Anthony DiClemente, who made a compelling statement. The growth of Internet phone usage will be strongest among baby boomers. The story focused on healthcare marketing, but the core message extends to many segments.
In my opinion, this has some pretty important marketing implications.
I think you’d agree that there are two items we rarely leave our homes without. The first is our car keys. The second is our phones.
Mobile phone technology offers us a unique opportunity to reach into the lives of consumers in our target markets. Print media is virtually dying on the vine. Television media has been losing steam for quite some time. We are very rapidly approaching a completely on-demand lifestyle.
Think about it. Many of us have had the ability to DVR or TiVo television shows for years. The primary benefit is convenience. But the real value for many is that we can skip through commercials, thus avoid them altogether.
Cable companies are beginning to unbundle your services because they realize it’s what clients are demanding. We want what we want, when we want it.
Even Keurig was able to take advantage a niche for on-demand consumption, although this form of consumption is obviously different. Some haters would argue their Keurig is more valuable than the article you’re reading. I’d counter they’re complementary. (Pause to take another sip between paragraphs.)
Many of the companies I worked with early on were extremely hesitant to jump online as part of their marketing strategy. They viewed the Internet as something the younger kids were using, namely those without enough money to hire them or buy their services. That mindset is rapidly changing.