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Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK

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One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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Did an earthquake take out SA Internet?

Seabed avalanches caused by an earthquake could have cut several undersea cables, leading to one of South Africa’s biggest Internet outages yet, writes ARTHUR GOLDSTUCK.

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Picture by TooMuchCoffeeMan from pixabay.com

There is still no official explanation for freak breaks 11 days ago in two separate undersea cables that provide international access to South Africa’s Internet users. However, as reported in the Sunday Times yesterday, the most common causes of such breaks are damage by ship anchors and earthquakes at sea.

However, the freak occurrence of two separate cables being cut simultaneously far out at sea, as happened on the morning of 16 January, can only be explained by sea-bed activity.  One of the cables was cut in two places, and it is widely believed that a third major cable was also cut.

The cable damage mostly occurred in or near an area called the Congo Canyon, which starts inland and extends 220km into the sea. It is known for having the world’s strongest “turbidity currents”, underwater sediment avalanches over hundreds of kilometers, which are known to destroy undersea cables.

The most likely culprit is a 5.6 magnitude earthquake that struck the Atlantic Ocean near Ascension Island shortly before the cables were cut on the morning of 16 January. The earthquake occurred just before 8am South African time, and local ISPs reported losing international access from just before 10am. The epicentre of the earthquake was more than a thousand kilometres off the coast of Africa, but disturbances caused by seismic activity at sea become more powerful as they approach the coast. Combined with turbidity currents, this could well have taken out all cables in the area.

The West Africa Cable System (WACS) was cut in two places, and the South Atlantic 3 (SAT3) cable in one location. Industry insiders believe that the Africa Coast to Europe (ACE) cable was also cut, but it has not been publicly confirmed.

South Africa is connected to the global Internet via seven such cables, with a total capacity of 42.3 terabits per second (tbps).  These cables, in turn, connect to additional cables connecting the West and East coasts of Africa, with a single cable running from Angola to Brazil providing another 40 tbps.

However, it emerged in the past week that smaller ISPs in South Africa had bought capacity on only one or two cables. In a freak occurrence, two of the most commonly used cables, the WACS and SAT 3 cables, were cut simultaneously, plunging millions of Internet users into data darkness.

Customers of the major mobile network operators – Vodacom and MTN – were largely unaffected, as these tend to have both part-ownership and access to most of the cables running up both the East and West coasts of Africa.

Visit the next page to read about how ISPs have battled to reroute access, how massive resources are needed to deal with these kinds of outages, and when the ship will reach the breakage points.

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Lenovo express-delivers new range from CES to SA

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Lenovo has unveiled its new range of ThinkBook laptops, barely two weeks after they were showcased at the Consumer Electronics Show in Las Vegas. 

The company’s newest sub-brand, ThinkBook, is intended to meet the demand for more aesthetically pleasing, yet agile and powerful devices.

The new range is aimed at small and medium enterprises. According to the Small Enterprise Development Agency (SEDA), there are more than 2-million SMEs in South Africa – although there are only 667,433 in the formal sector. This tallies with estimates in recent editions of SME Survey, produced by World Wide Worx, which suggest 650,000 active, formal businesses in South Africa. These SMEs employ about 14% of the South African workforce. 

Lenovo argues that access to affordable, yet efficient, technology is a crucial factor in aiding business success and contributing towards the success of the nation. The company has found, in its own research, that younger people prefer working, creating and communicating online “with stylish devices that make a statement”. This means they require streamlined laptops which can be used to collaborate from any remote location, to enhance productivity.

Lenovo said in a statement on Thursday night: “Backed by customer research, ThinkBook is specially designed for SMEs, who typically purchase consumer laptops for perceived design and price advantages but can no longer rationalise their lack of extended services and warranties – core needs of any business. ThinkBook allows growing firms to keep a competitive edge in attracting today’s young tech-savvy execs with trendy yet cost-effective devices. 

Thibault Dousson, general manager of  Lenovo for Europe, Middle East and Africa, said at the launch event: “With the capacity, SMEs have to grow and upskill the country’s workforce, they are perfectly positioned to bridge the gap between the public sector and large enterprise. Bearing in mind the demands of the digital economy, this sector needs skills and resources in order to compete, and that is where devices such as the ThinkBook come in.”

In South Africa, ThinkBook laptops are now available in 13-, 14- and 15-inch variants. The flagship ThinkBook 14 and ThinkBook 15 devices are powered by Windows 10 Pro and up to 10th Gen Intel Core processing, which Lenovo says combines high performance with intuitive, time-saving features. Options include Intel Optane memory, WiFi 6, and discrete graphics.

The ThinkBook 15 comes at just 18.9mm thin, while the ThinkBook 14 is a mere 17.9mm, both with FHD displays and two Dolby Audio speakers, dual-array, Skype certified microphones and a USB 3.1 (Gen2, Type-C) port.

Lenovo has also introduced the ThinkBook S series, including an elegant 13.3-inch ThinkBook 13s. The sleek and light device is constructed of a metallic finish on an all-aluminium chassis, alongside a narrow bezel display. As with the ThinkBook 14 and 15, the ThinkBook 13s also features advanced Intel processing and an FHD display, Dolby Vision and Harman speakers with Dolby Audio.

Visit the next page to read about the design and features of the new ThinkBook range.

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