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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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The Outer Worlds creates a twist on lone hero RPGs

With The Outer Worlds being released just under a month ago, BRYAN TURNER played it extensively to shell out exactly what makes it so special.

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The Outer Worlds makes it difficult to turn the console off. It took a while to pinpoint exactly what makes it so more-ish. Eventually, it became clear that it’s not one aspect, but rather several facets that make this game great. We’ve separated this game into its parts.

It comes as no surprise that Obsidian Entertainment, the makers of Fallout New Vegas and Star Wars: Knights of the Fallen Empire, was behind The Outer Worlds. It blends two distinct flavours of gaming – the chaos of Fallout with the intergalactic travel from Star Wars. This makes The Outer Worlds feel familiar but fresh at the same time.

At first, the game felt similar to the Fallout RPG series, particularly Fallout New Vegas, where the player is conveniently more powerful than the other players that exist in the world into which they venture. In Fallout, worlds are generally lawless, and players must navigate their character towards the alignment or “good or bad status” they want the player to be. The plot has scenarios that only a certain type of alignment can be, whether the character is the Restorer of Faith or the Architect of Doom.

The Outer Worlds follows a similar kind of style, but replaces the wasteland with a picture of the far future. Players start off as a passenger who gets unfrozen on a ship that holds a few of Earth’s brightest minds. The main campaign goal is to help unfreeze the other passengers. Instead, players are found in a hyper-capitalist world where workers are extremely disposable. Enormous companies go by names like “Auntie Cleos” but set extremely oppressive policies to keep their workers in line. From this, one can tell that dark humour is rife throughout this game.

These kinds of immersive RPGs, naturally, pack so many side quests into their world that it’s easy to forget the player’s main objective. These side quests are very reminiscent of the Fallout series, because they feature many ways of getting the job done, whether it be fighting, convincing or sneaking. One can even have companions, which present players with even more quest lines.

Not everything is a remix of other games. Companions have a direct effect on a character’s skill set, because the main characters are not always skilled in what players need. For example, we brought along Parvati in a quest where we needed more support with engineering skills, which is a skill we neglected to level up in the main character.

There’s also the ability to have a special combat skill, which becomes very handy in situations where there are many enemies around. Of course, it not only buys players time, but delivers more damage to opponents. Some special combat skills even stun non-targeted opponents, which really helps.

Gear and perks have also been designed from scratch, and it shows. It’s far more intuitive than we’ve seen in other RPGs so far and it makes for a much better experience that saves time on upgrading gear and perks so players can actually play the game.

I’m a huge fan of the Vault-Tec Assisted Targeting System, or VATS, as Fallout players know it. The system allows players to target various limbs or parts of the opponent with precision aim, ensuring a better shot. While The Outer Worlds doesn’t use this, it features a slow-motion aiming system which can be considered an equivalent.

The travel system allows for travel from planet to planet, and they’re all distinctly mapped. While many are filled with enemies and marauders in empty wastelands, there are also major cities. The art style and careful attention to detail with the colour make this contrast distinguishable.

One of our biggest compliments is the completeness of this game. Many games have recently shipped glorified beta versions of their games because they’re pressed for time. The Outer Worlds, however, didn’t present a single bug within 20 hours of gameplay.

Overall, it’s a very enjoyable game, and fans of the Fallout, Star Wars RPGs, and Mass Effect series’ should definitely take a look at what The Outer Worlds has to offer.

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FNB takes shot at Bank Zero

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With expectation building for the launch of Bank Zero by legendary banker Michael Jordaan, his previous employer seems to have taken a strategic shot with the launch of its latest service. 

FNB has launched Easy Zero, a fully-fledged digital bank account with a card to allow customers to transact easily without paying a monthly fee. The mobile account was formerly known as eWallet eXtra.

The revamped digital account will now have a branded FNB bank card, providing customers with free card swipes, cost-effective transactional and ATM cash withdrawal fees. The card now gives customers more options to access their money. In addition, customers will also get free prepaid purchases and free cash deposits of up to R1,500 per month.

FNB Easy CEO Philani Potwana said: “We are aware of the day-to-day financial pressure that our consumers face, and Easy Zero is a direct response to their needs. The account is in line with our strategy to broaden financial inclusion to the unbanked and underbanked. We believe that the ability to operate the account digitally will allow customers to operate it at virtually no cost or minimal cost depending on transactional behaviour.

“We see Easy Zero being a digital bank account of choice for customers who do not have regular income or have limited banking needs. This is partly the reason debit orders are not allowed on the digital account as customers in this segment have limited debit orders. However, for those customers that have a need for debit orders they can still use our competitively priced Easy PAYU and Easy Smart Bundle accounts.”

Through Easy Zero, customers will be able to send money to anyone with a valid SA cellphone number, and skip the queues to pay people and accounts. Easy Zero account holders can also view their bank account balance and transaction history on their mobile phone at any time, from anywhere.

“The success of our digital account, with over 140,000 active customers, shows that anyone who owns a mobile phone can be banked in minutes using a mobile device,” says Potwana. “This showcases our ability to adapt to the ever-changing consumer landscape to cater for the needs of customers through platform innovation. ”

FNB is also offering Easy Zero digital account holders a toll-free number (0800 079 599) where easy customers can call for help on any of their banking needs. To open an Easy Zero account, dial *120*277# on a mobile phone and follow the prompts.

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