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MediaBuyerPlanner: If form follows function, then the media that marketers use should follow the message--or, specifically, the intended target demographics, according to Forrester Research.
The medium du jour may not be best way to reach target audiences online, because generational differences in media consumption, writes ClickZ (via MarketingVox), citing Forrester principal analyst Charlene Li: "To plan effective integrated campaigns, marketers must start with search and layer on site messaging in the media that resonate with target consumers: buzz, blogs, and banners for Gen Yers, deep search and word of mouth for Gen Xers, print and product packaging for Boomers, and the written word for Seniors," she writes.
Search (non-vertical) is apparently the constant for all online generations, accounting for 71 percent of site visits, with another 8 percent coming from vertical search engines. After search, different age groups use media differently, in general, and also for finding what they're looking for online.
Gen Yers tend to rely on word of mouth (WOM) and blogs, and tend to click on banner ads; Gen Xers use "pass-along" media, including email and WOM, and love search; Boomers like print media and news; and Seniors spend less time with media, prefer print, and listen to recommendations from friends and family.
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