Understanding the next generation of B2B buyers

Millennials are responsible for a growing number of business-to-business (B2B) purchases, and marketers need to reflect their particular values and habits. That finding came from a survey of 34,000 executives in ten markets – including Australia, Brazil, India, the UK and US – by The B2B Institute, a think tank supported by social network LinkedIn, and research firm GWI.

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Generational differences in media consumption grow wider

The gap between how younger and older generations in the UK are consuming commercial media has increased dramatically over the past five years, according to a new IPA report.

Making sense. The commercial media landscape, based on IPA TouchPoints data, shows that the correlation between the media use of 16-34 year-olds and over-55s, from a time-spent perspective, was 58% in 2015, but this had fallen by more than half to 25% in 2019.

A similar, if less dramatic, decline story is evident when looking at the correlation in the reach of channels, which fell from 44% in 2015 to 35% in 2019.

“Different age groups now have very different patterns of media consumption, and this is likely to persist,” said Les Binet, Group Head of Effectiveness, adam&eveDDB, who provided analysis on the report.


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Microsoft: Tech means marketing is now a career option for more people

Marketing has not always been the most inclusive industry or considered a career option for people with conditions such as dyslexia and dyspraxia, says Paul Davies, consumer marketing director at Microsoft. But as technology evolves and support improves, it is opening the door for more young people.

However, more must be done to remove the stigma of such learning difficulties, says Steven Woodgate, Surface and HoloLens UK marketing lead at Microsoft, who has both dyslexia and dyspraxia.

“We did an amazing campaign last year based on an insight that 61% of students in five years’ time will be in jobs that don’t exist today, which gives kids like myself opportunities. Technology isn’t just…

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Should your brand launch a youth sub-brand?

Marketers are always talking about wanting to appeal to millennials but a number of brands are now taking this a step further and launching sub-brands targeted specifically at this generation.

Earlier this month, Vodafone unveiled Voxi, a mobile network designed specifically for under-25s. It offers young consumers three SIM-only mobile plans, with free data for social media apps such as Instagram, Facebook and Twitter.

Dan Lambrou, who is heading up the Voxi brand, believes Vodafone needed to launch a new brand because it tends to “underscore” with this audience. When it launched a similar proposition in Portugal with sub-brand Yorn, it grew its share of this segment to 60%, he claims.

“This audience is in unison when it comes to the way they use mobile phones. They are financially constrained, tired of being tied to contracts, spend most of their time messaging people on social media – so the plan is to address those needs directly,” he says.

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‘Super-charged’ millennials are vital

Only affluent millennials truly exhibit different characteristics from older generations and non-affluent millennials, according to BBC research that also identifies a sub-group among their number who respond strongly to brands.

Numbering around 29 million – out of a worldwide millennial population of 950 million – these “super-charged” affluent millennials are crucial to brands, the research suggested, because they are the opinion leaders of today and tomorrow.

They are very global in their outlook and have a deep emotional relationship with their favourite brands, according to Andrew Tenzer, Head of Insight at BBC Global News, which surveyed more than 3,000 affluent millennials across 31 markets.

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