Sir John Hegarty的动态

One of the most promising fields in marketing for generative AI is customer profiling, both potential and current. By gathering business data and online conversation data, it is possible to work on the habits, preferences, and behaviors of groups of individuals. At this point in the analysis, however, a choice seems necessary: should we follow demographic parameters or psychographic ones? One thing that has always struck me in the digital world, from the beginning, is seeing how passions, preferences, and behaviors have become transversal to demographic categories. For decades, we worked on definitions by gender and age, and based on those, communication campaigns on mass media were planned. Digital, along with the evolution of society, offers us an extraordinary opportunity: to analyze and see how age and gender are no longer determinants for daily behaviors. If I think about my passion for running, I see that when you hit the road or mountain trails, you meet runners of all ages, genders, and athletic preparations, but all with a single passion and all customers of brands that provide running gear. Their choices are not determined by demographic characteristics but by other specifics, such as being part of an urban runner group or dedicated to trail running, the distances the group usually runs, and personal challenges. That’s why I found Sir John Hegarty’s reflection extremely interesting and obviously shareable. He is one of the most brilliant creative minds of the last 40 years, discussing Gen Z, Gen X, and so on. Here is the link to his post: https://lnkd.in/dDnupqja Thinking with categories that represent the social structure of 20/30 years ago diminishes the potential of digital communication and the possibilities offered by the analytical power of generative AI to define target audiences. What do you think? #AI #genAI #generativeAI #marketing #branding #audience #communication #data #dataanalysis #socialmedia #socialmedialistening #socialintelligence #persona

Astrology

This post reads as engagement bait. Even for a hardcore individualist like me. Nobody claims that belonging to a certain generation fully describes millions of individuals. It's just a convenient way to generalize certain traits, especially for marketing purposes. Can you imagine a world in which targeting does not exist? Also, most of those descriptions are not even silly stereotypes, they have a logical basis underneath them. Gen Z is (mostly) outraged, tech-savvy, and environmentally and socially conscious because they are young adults born in a technologically advanced era and get much more exposure to social and environmental issues. Millennials are overwrought, juggling new children and aging parents, because they are in their middle age, when people focus on families on their own. Boomers are preoccupied with healthcare, and who to leave their money to, because health issues and possible death are so much more likely when you get older. This doesn't apply to everybody, but this is true about virtually any classification, be it ethnicity, gender, or income bracket. Your brain is incapable of perceiving each individual anew, without relying on previous experiences. This being said I'm also uneasy with the way some people use those generalizations as a commentary on a specific situation, covering up the fact that they are just bigots. People have to be able to draw a line between abstraction and particularities, and, well, let's just say that identity politics is not helping here.

It is indeed astrology.

??How do you know who your target audience is??? Sir John Hegarty shared this post, which from someone who ran one of the leading ad agencies is a bold statement. For years, ad agencies and media agencies have spent breaking audiences down into labels and generalizations. So what’s the answer? ?? Most brands now have too much data. For me, it’s about understanding the channels audiences are ‘living in’. ?? Focus on defining audience traits through their behaviors within these channels. ?? Seek out the creators within these platforms and get them to train their audience and be part of your marketing team. ?? Remember we are human, and humans crave real engagement and interaction. ?? Build dialogue with your audiences and test and learn. We have so many tools at our disposal and access to so many incredible creators. It’s time to adapt. It’s time to move from audiences broken into silos to human loyal customers, members, and communities. #Marketing #AudienceEngagement #CustomerExperience #CommunityBuilding #DigitalMarketing What are your views and insights on this? How do you approach understanding and engaging your target audience? Let’s discuss in the comments!

No two people are the same, and yet it has become common practice to talk about entire generations of people as if they are one homogenous group. However, relying too much on categories such as Gen Z, millennials and boomers might be counterproductive, says Sir John Hegarty, co-founder and creative director at The Garage Soho and The Business of Creativity. While it might seem inevitable to simplify matters when talking about large groups of people and drawing general conclusions, Hegarty cautions about making assumptions about millions of people based on just one data point: their birthdays. ? "It feeds stereotypes, encourages laziness, and causes people to imagine traits. We should stop pretending clichés are insights." What's your take? Do you think age groups are a helpful way to reach your intended audience? Can you think of better ways to target potential customers? Let us know in the comments.

I’ve seen a lot of these, and oddly, I don’t hate it. Let's the conversation forward and encourages us to interrogate the data. WHY I DISAGREE: “A generation is something that happens to people; it’s like a social class or ethnic group they are born into; it does not depend on the agreement of its members. Someone doesn’t have to know or care that they are a millennial to have been influenced by the technology and culture present when the generation was growing up.” (Landon James) Jean Twenge taught me how to respond to 2 misconceptions about generational research: 1?? "The age cutoffs are arbitrary, so the differences are more like horoscopes than science!!" It’s true! Birth year cutoffs are somewhat arbitrary. But, it’s clear people have different experiences depending on the year they were born. There is no exact science to determine which birth year belongs to which generation, but the line has to be drawn somewhere - just like city boundaries and voting age requirements. They persist because they are useful. 2?? “But I’m a Gen Zer, and I don’t spend much time online! These things are BS!” Generational differences are based on averages. When someone says the above they are committing a fallacy. No single anecdote disproves the average. Groups differ within themselves as well as between each other, but the group difference still exists. "Consider this scenario: today, Ethan is a 21 year old college grad - he decides he wants to get married and have children. If it were 1968 he would have little trouble finding a young woman in his social circle who wants to get married and have children. But in 2023, few women are thinking about marriage or kids in their early 20s. And even if Ethan does find someone to marry, the couple will probably be the only people in their peer group who have kids, making their experience markedly different from young couples in the 1950s." No one has a choice in the year they were born. Thus we belong to a generation whether we like it or not.

This is sooooo true from Sir John Hegarty. It never ceases to amaze me that businesses and individuals who should know better continue to talk about the allegedly distinctive characteristics of these age cohorts. You know what? Try actually talking to people in these age groups, as I have been doing for over 30 years, and you'll discover how erroneous the age cohort concept is. Radical, huh? #qualitativeresearch #consumerresearch #GenZ #Millennials #Boomers #consumerinsight https://lnkd.in/ePvpvR_R

When Sir John speaks you tend to listen...and it's always reassuring when you hear him talking the same language as you! Age and traditional demographics have never been less relevant than they are today in regards to defining our habits, behaviours and general approach to life. We've all heard the King Charles, Ozzy Osbourne comparison, and whilst that might now be a tired and overused analogy, it still rings true. There are so many more nuanced ways to understand people in order, ultimately, to communicate with them in a way that's most likely to engage. At Sticky we are steadfast in our belief that the most powerful human behaviour to understand is curiosity. Once you can tap into the different ways that humans manifest their curiosity it opens up a whole new layer of insight to shape your engagement strategies. We do this for our clients day in day out through our Curiosity Cohorts approach, and if you'd like to start looking at your own audiences through this lens then have a download and read of our Power of Curiosity report (link in the comments) or even better just pop to our Sticky page and drop us a DM! #PowerOfCuriosity #BehaviouralScience #ContentMarketing #CreativeAdvertising

No two people are the same, and yet it has become common practice to talk about entire generations of people as if they are one homogenous group. However, relying too much on categories such as Gen Z, millennials and boomers might be counterproductive, says Sir John Hegarty, co-founder and creative director at The Garage Soho and The Business of Creativity. While it might seem inevitable to simplify matters when talking about large groups of people and drawing general conclusions, Hegarty cautions about making assumptions about millions of people based on just one data point: their birthdays. ? "It feeds stereotypes, encourages laziness, and causes people to imagine traits. We should stop pretending clichés are insights." What's your take? Do you think age groups are a helpful way to reach your intended audience? Can you think of better ways to target potential customers? Let us know in the comments.