Generational theory needs some adjusting

09/10/2011 | Memeburn

The habits of older consumers when it comes to digital gadgetry indicate a readiness to take the plunge when it comes to such modern devices as smartphones and e-readers. These and other indicators suggest that generational theory in marketing shouldn't be so much a matter of pigeonholing consumers by generation and product but rather a matter of tailoring ads according to the types of message different generations are likely to be receptive to.

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