Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Marketing at Klyp)
Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David...
Transcript of Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David...
![Page 1: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/1.jpg)
Digital Aliens, Immigrants and Natives: Who are you marketing to and howdo they behave? Presented by David Perkins, Managing Director (Melbourne), KlypThursday 13th March
@klypco@perkatron
![Page 2: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/2.jpg)
There are two types of people in the world…
![Page 3: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/3.jpg)
![Page 4: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/4.jpg)
![Page 5: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/5.jpg)
Wait a minute…
![Page 6: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/6.jpg)
Wait a minute…
Unfortunately, this is a ludicrous stereotype and assumption that, believe it or not, many marketers make.
![Page 7: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/7.jpg)
A more accurate method of categorising people in the world of digital marketing
![Page 8: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/8.jpg)
Digital Natives
Digital Immigrants
Digital Aliens
![Page 9: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/9.jpg)
Digital Natives
A digital native is an individual who was born during or after the proliferation of modern technology such as internet, social media and mobile devices, which has shaped their perception of information and communication.
![Page 10: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/10.jpg)
![Page 11: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/11.jpg)
Digital Immigrants
A digital immigrant is an individual who was born before the mainstream use of modern day technology, such as internet, social media and mobile devices, but has since adopted the technology.
![Page 12: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/12.jpg)
![Page 13: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/13.jpg)
Digital Aliens
A digital alien is an individual who was born well before the invention of modern day digital technology, and either uses it lightly or struggles to stay up to date with advances.
![Page 14: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/14.jpg)
![Page 15: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/15.jpg)
Talkin’ bout my generation..
![Page 16: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/16.jpg)
Origins
Digital Natives, Digital Immigrants
published in 2001 by Marc Prensky
![Page 17: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/17.jpg)
Educating the digital native
![Page 18: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/18.jpg)
What motivates each and how do they behave?
“Different kinds of experiences lead to different brain structures”
- Dr. Bruce D. Perry of Baylor College of Medicine
![Page 19: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/19.jpg)
Behaviours of natives:
– Are attune to seeing & processing large volumes of information
– Good at multi-tasking– Visual readers and thinkers– Motivated by gratification by peers and personal
reward– Short attention span– High expectation of technology
![Page 20: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/20.jpg)
Behaviours of immigrants:
– Intrinsically aware of the concept of innovation and usually happy to approach new technology with an open mind
– Thinks in silos– Resilient
![Page 21: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/21.jpg)
Behaviours of aliens:
– Sceptical– Will think more strategically– Easily overwhelmed with technology
![Page 22: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/22.jpg)
Exceptions & Transcendence
![Page 23: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/23.jpg)
Adapt or die
![Page 24: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/24.jpg)
Tips for marketing to digital natives
![Page 25: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/25.jpg)
Tips for marketing to digital natives– Microtransactions / easy buy in.
![Page 26: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/26.jpg)
Tips for marketing to digital natives– Microtransactions / easy buy in.– Sell them on the ‘now’ benefits
![Page 27: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/27.jpg)
Tips for marketing to digital natives– Microtransactions / easy buy in.– Sell them on the ‘now’ benefits– Visual, short, sharp & to the point.. but you’ll still
need the full story for when they ctrl+F you.
![Page 28: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/28.jpg)
Tips for marketing to digital immigrants
![Page 29: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/29.jpg)
Tips for marketing to digital immigrants– Empower them
![Page 30: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/30.jpg)
Tips for marketing to digital immigrants– Empower them– They will want to relate to something, or feel a
sense of connection
![Page 31: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/31.jpg)
Tips for marketing to digital immigrants– Empower them– They will want to relate to something, or feel a
sense of connection– They will be optimistic
![Page 32: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/32.jpg)
Tips for marketing to digital immigrants– Empower them– They will want to relate to something, or feel a
sense of connection– They will be optimistic– They won’t want to put themselves out there...
too much.
![Page 33: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/33.jpg)
Tips for marketing to digital aliens– Choose your battles
![Page 34: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/34.jpg)
Tips for marketing to digital aliens– Choose your battles– Encourage and educate
![Page 35: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/35.jpg)
Tips for marketing to digital aliens– Choose your battles– Encourage and educate– One bit at a time
![Page 36: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/36.jpg)
Tips for marketing to digital aliens– Choose your battles– Encourage and educate– One bit at a time– They will be sceptical, you’ll need to build trust
![Page 37: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/37.jpg)
Tips for marketing to digital aliens– Choose your battles– Encourage and educate– One bit at a time– They will be sceptical, you’ll need to build trust– They are looking for the long term investment.
Focus on transparency of information
![Page 38: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/38.jpg)
Social media behaviour
“33% of millennial consumers are more likely to buy from a company if it has a Facebook page.”
compared to 17% of non-millennials
- Boston Consulting Group
![Page 39: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/39.jpg)
![Page 40: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/40.jpg)
![Page 41: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/41.jpg)
![Page 42: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/42.jpg)
Mobile behaviour
“25-34 year olds have increased their online usage by 180% since 2009.”
- Pew Research Center
![Page 43: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/43.jpg)
![Page 44: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/44.jpg)
Ecommerce behaviour
“Shoppers in the 30 to 60 age bracket earning more than $80,000 represent the top 33% of all online spending and are the biggest online shoppers, spending nearly double the average spend”
- EMMA, Sept 2013
![Page 45: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/45.jpg)
The times they are a changin’– Yes, build for the market. No doubting
technology has shaped how natives, immigrants and aliens behave online & with devicesbut:
– Don’t alienate the exceptions and the transcendences – these are opportunities
– Watch the trends, watch the stats.– Listen to your customers and watch what they
are doing!
![Page 46: Digital Aliens, Immigrants and Natives: Who are you marketing to and how do they behave? David Perkins (Managing Director at Klyp)](https://reader037.fdocuments.us/reader037/viewer/2022110306/554948d1b4c905194d8b5953/html5/thumbnails/46.jpg)
Digital Aliens, Immigrants and Natives: Who are you marketing to and howdo they behave? Presented by David Perkins, Managing Director (Melbourne), KlypThursday 13th March
@klypco@perkatron