KANSAS CITY, MO — For decades dating back to the ’50s, brand marketing was a one-way street: Companies relied on print, TV and radio advertising to get their products in front of consumers. Marketing strategies were simple, straightforward and typically targeted toward the demographic with the most purchasing power, namely adults.
The emergence of digital marketing accompanied by the lightning-fast pace of advancements in technology turned brand marketing on its head. Companies had to retool their strategies, and that challenge continues as brands grapple with how to reach consumer audiences that now span five generations: baby boomers, Gen X, millennials, Gen Z and Gen Alpha.
“One of the biggest challenges for brands today is that consumers’ media consumption and shopping patterns are fragmented and evolving,” said Michael Della Penna, chief strategy officer for InMarket, a digital advertising firm. “One-size-fits-all approaches to generational marketing no longer apply.”
That’s due in large part to the power of social media, which gives consumers a platform to share their love for favorite products and brands. For companies that embrace this consumer-driven form of marketing, plenty of opportunities exist to retain loyal consumers and attract new ones.
“Brands must go beyond superficial characteristics like age alone to understand when, where and, most importantly, why they’re making purchase decisions,” Della Penna said. “Combining traditional characteristics with additional intent, location and transactional data can help illuminate nuances across audiences and markets to inform more effective campaigns and product development.”
A recent Forbes Advisor and Talker Research survey found that 46% of Gen Z and 35% of millennials prefer social media over traditional search engines to find product recommendations, current trends and reviews.
“Brands must go beyond superficial characteristics like age alone to understand when, where and, most importantly, why they’re making purchase decisions.” — Michael Della Penna | chief strategy officer | InMarket
In TikTok’s second annual “What’s Next 2024: Shopping Trends Report,” the social media behemoth revealed that its users prefer to engage with brands that have values similar to their own and that create a sense of community. Consumers across all generations embrace opportunities to connect with brands online, be involved in product development and have their feedback valued.
For example, Norwalk, CT-based Pepperidge Farm, which is owned by The Campbell’s Co., leveraged social media statistics to create its limitededition Spicy Dill Pickle Goldfish flavor. As part of its R&D strategy, the company dug into data that included more than 300 million pickle-related TikTok posts and 53 million requests for extra spice.
Hostess Brands, whose parent company is Orrville, OH-based The J.M. Smucker Co., collaborated with social media influencer Dude Dad (aka Taylor Calmus) to generate excitement around its new limited-edition Mystery Flavor Twinkies, using an Instagram contest format that appealed to multiple generations.
Between Aug. 1 and Oct. 3, consumers had the chance to win a year’s supply of Twinkies by liking the sweepstakes post on Hostess’ Instagram, commenting their flavor guesses, and sharing the post to their own Instagram stories. Hostess and Calmus shared hints about the mystery flavor on their respective Instagram pages throughout the campaign. The flavor was revealed in early October (after press date) on social media, with Mystery Flavor Twinkies hitting Walmart shelves soon after.
While social media isn’t new, many brands, such as Chambersburg, PA-based Martin’s Famous Pastry Shoppe, the company that produces Martin’s Famous Potato Rolls and Bread, are just now testing the waters.
“It is something that is on our mind,” said Tony Martin, president of Martin’s Famous Pastry Shoppe, on the Troubleshooting Innovation podcast. “Social media didn’t exist 20 years ago, but now our customers can tell us a little bit more about what they like — or don’t like — about our products. We’re open to that, and we’re listening, trying to make sure we continue doing the right things.”
This story has been adapted from the October | Q4 2024 issue of Commercial Baking. Read the full story in the digital edition here.
