Several examples have popped up recently of companies creating niche marketing campaigns to target specific groups. For example, IBM and Pizza Hut both recently launched campaigns that targeted Millennials, or Generation Y.  What makes this group different from everyone else? They are their own breed because they can be reached out to differently than other generations and that is through social media. Other generations and groups broken down by other criteria will have their own channels and media mix that they will respond best to. With budgets shrinking marketers are more pressured than ever to generate a desirable ROI with each move they make. This may mean shifting dollars from one medium to another depending on who you are trying to reach.

So how do you choose which media channels to utilize?

1. Take generation into account. Yes, millenniels will be more responsive to social media than boomers and boomers will be more responsive to direct mail than millenniels but that doesn’t mean eliminating either channel for these groups. Find the balance for each of these mediums as they apply to each generation.
2. Consider how engaged your prospect is with your company/organization. Do they typically open emails? Have they responded to direct mail? Have they ever reached out to you for information? You should always be tracking such data. Dedicating too large a portion of your budget to a group this is not likely to respond will only create a negative impact on ROI. Email is the least expensive way to reach out to those who are not highly engaged and this means saving money on direct mail marketing while not staying completely out of touch.
3. What means of communication do your customers prefer? This is information you should have. If you don’t know, ask them and keep current with this data. A personalized URL with a survey would be the best way to capture such data. That way you can make sure you aren’t wasting money on a channel that is ineffective with a certain person or audience.

As always, these types of analyses and decisions require sufficient data. Data will always be your golden ticket in best determining how to choose media channels and allocate marketing dollars. A blanket approach is no longer an adequate method. Break down your audience into niche groups and tailor your media mix for each. This will both lower your costs and increase your revenues.