For too long, digital marketing campaigns have adopted traditional metrics to define success and understand prospects' behavior. In today’s digital world it is not sensible for businesses to rely solely on information such as age, ethnicity, and geography. These factors don’t influence purchasing habits the way they traditionally had. It is time to revolutionize the way we segment our audiences. Boston Digital’s research has found that every generation has been fundamentally re-programmed by the internet to behave the same way – and those similarities are baked into your prospects with 20 years of web exposure. We are no longer four siloed generations, but one technology-driven, device-defined generation: The Impulse Generation.

The Impulse Generation:

As the world continues to digitize and our technology advances, the smaller the divide amongst generations is becoming. Marketing was all about where the target audience was located and when, but with the Impulse Generation we know…they’re all online. In just the last 3 years ‘constant’ internet usage among adults has increased by 5% (pewresearch.org). A constant connection to the internet is now deep-rooted in us all, not just the millennial generation. Whether you're 18 or 78, we now have shorter attention spans, higher expectations and a demand for quick consumption. For more information on the Impulse Generation please visit: https://www.bostondigital.com/insights/introducing-impulse-generation

Redefining Your Segmentation:

Modernizing your approach to capitalize on these similarities will be to your advantage. It starts with understanding how the generation behaves online and how this behavior can be leveraged for more effective targeting, engagement, and sales. The tools we’ve been utilizing have over-indexed the industry, and it is time to start bringing the focus back to people. The burning question is: how do you balance the human side of digital marketing with the cold hard facts?

KPIs are undoubtedly valuable when measuring progress and performance, but they should not be used as the sole indicator of success. With so much focus on measuring numbers and data, we've lost sight of the root of marketing - generating meaningful connections with consumers. The key to creating an optimal marketing strategy and segmentation is to align the sustained importance of thoughtful brand and creative in an age when data and analytics trump all. When properly assessing behavior, the implementation of change management, and a focus on great content and creative you will achieve successful marketing outcomes. Winning marketers leverage this to better target, engage and foster lasting relationships while maximizing every dollar invested in marketing.

Capitalize On The Impulse Generation:

Data is essential, but it will never replace emotion. With digital marketing, it's easier than ever to track sales leads and conversions, but you must consider the additional factors that affect customers' behavior. Truly understanding your audience requires more than just a data dump, while having the right tools is beneficial you need human connection to drive them. Building that connection starts with the right personas and segmentation, quantitative and qualitative data, and effective engagement channels. This is where traditional marketing will continue to be prevalent, by building brand loyalty through creative campaigns that inspire emotions and engender trust. A successful digital marketing strategy should have a balance between relationships, data, and traditional marketing. This balance is what gives your brand a competitive advantage within your niche.