Marketing in any industry requires a deep understanding of a brand’s target audience before creating campaigns and choosing distribution for those campaigns. One or two generations or cohorts comprise the target audience for many industries. When it comes to pet ownership, however, marketers must fully understand the preferences of all ages, from Generation Alpha to the Silent Generation.
Why? Because everyone loves their pets. Most are passionate about them. How they shop for their pets, however, is a different story. Each generation consumes information and shops in their own unique ways. Marketers also mustn’t overlook how the pandemic altered shopping habits, particularly online purchases.
Following are some tips for helping to understand how to speak to consumers and convert them. More