Target Audience Should Define Your Marketing Channel

Kevin Newcomb has details of Forrester Research’s analysis of how marketers should use different channels depending on the age of their target audience.

“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,” writes Charlene Li, principal analyst at Forrester.