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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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DStv Now adds free education to ‘lockdown channels’

In its response to the COVID-19 lockdown in South Africa, DStv is offering 16 free channels on its streaming app

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Two new channels have been added to a free service being provided on DStv Now, the online version of DStv. 

In response to the unfolding COVID-19 pandemic, DStv owner MultiChoice worked with local and international news channels in mid-March to add 24-hour news coverage to the DStv Now free service.

The company says the intent was to help all South Africans stay up to date with announcements and developments, and the results so far are encouraging. Usage of the service has increased 20% since the lockdown began, and peak usage is up 80% compared to pre-crisis peaks. 

 Now, in another step to help families through the lockdown period, MultiChoice has added additional educational content to the free service with the Mindset PoP channel. This channel features educational programming covering the entire General Education and Training (GET) phase, including Early Childhood Development (ECD), as well as a key focus on the Grade 4 – 9 curriculum. 

The channel aims to prepare children for when schools reopen. Mindset PoP will deliver live lessons daily, with six fresh hours every day. A website is available for parents to download worksheets and information sheets to work through with expert teachers. Lessons are based on the South African Curriculum Assessment Policy Statements (CAPS) and are also aligned to the Cambridge curriculum.

“We’re extremely grateful to all of the channel providers for being so willing to work with us to help all South Africans through this unprecedented lockdown period,” said Niclas Ekdahl, CEO of the Connected Video division of MultiChoice. 

“Thanks to their support we’re able to keep people informed, keep kids’ educations going, and keep people entertained.”

The full list of channels available to non-DStv customers on the DStv Now free service is:

100 – DStv

180 – People’s Weather

238 – SuperSport Play

313 – PBS Kids

317 – Mindset PoP

320 – Channel O

343 – TBN

400 – BBC World News

401 – CNN

402 – Sky News

403 – eNCA

404 – SABC News

405 – Newzroom Afrika

405 – AlJazeera

414 – Euronews Now

417 – africanews

To sign up for the DStv Now free service, go to http://now.dstv.com 

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FNB Connect cuts data price by 55%, offers 1GB free

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FNB Connect has reduce its data prices by up to 55%. It is also doubling customers’ data on Lifestyle plans without any price increase.

This weekend, FNB Connect will also give all its customers 1GB of free data during the national lockdown, with a validity period of 30 days. This lockdown data allocation is in addition to the Free Connect allocations that customers with qualifying transactional accounts receive monthly.

“This will enable our customers to save on telco spend, which is a regular feature in household budgets,” says Raj Makanjee, CEO of FNB Retail. “Access to affordable and free data goes a long way in assisting our customers navigate difficult times and is also aligned to our ethos of offering real help when it’s needed the most.”

Shadrack Palmer, FNB Connect product head, says: “In our efforts to provide our customers with more value for their money, we’ve reduced our mobile data prices and doubled the data bundles on most of our Lifestyle plans, to give our customers more reason to connect anywhere and anytime. This is needed now more than even, as South Africans are observing the 21-day national lockdown, with many strapped for cash during these challenging times.”

The new data prices and doubling of the Lifestyle plans are to be repriced as follows:

“Since the launch of our Free Connect offering in July 2019, we’ve tried to remain consistent to see how best we can incentivise our customers when they need it most,” says Palmer.  “As FNB Connect, we understand the pressures customers are facing financially and are committed to providing better value at every opportunity.”

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