About this article

Read time:

4 minutes

Category:

Opinion

Is B2B PR taking advantage of changing demographics?

It’s 2018 and people are increasingly reminded NOT to make assumptions about other people based on any demographic values; age, sex, marital status can no longer (nor should they ever) define a person’s interests.

Regardless, there is still a number of inexplicable consumer behaviours in media, retail and in business; single men read FHM, married women shop at Laura Ashley, CIOs are only interested in new technology systems and not their ROI…

However, even in measurable quantities these stereotypes are based on past trends and should not represent the future of targeted marketing.

Drawing on Alex’s latest blog which highlights the fact that B2B sales are still defined by a conversation between one human and another, it may be worth considering that alternative routes to reaching individuals within a target market are emerging.

As emotional distance from power figures becomes a thing of the past B2B content drifts into consumer press where the C-level executives can be found out of working hours.

Even the Sun recognises a need to appeal to readers outside of the cisgender (identifying with the gender assigned at birth) male demographic as it calls an end to the topless models of page three fame.

It seems that the age of the everyman professional is among us.

Lifestyle advice segments in women’s magazines have been limited in the past to housekeeping matters, or the occasional domestic financial management insight. Similarly, it would not have been unusual for gentlemen’s magazines to reference horse racing favourites or the stock market – topics that would rarely be found in Woman & Home magazine!

Now, Cosmopolitan magazine offers career advice for seasoned professional between makeup tips and nightlife reviews, while HR strategy is an unexpected arrival in finance titles, now that the media has wised-up to the fact that team managers in finance would be interested in both.

For example, our client Wax Digital, who is a specialist in procurement recently identified ways in which procurement software might improve presentation skills.

It’s more than the introduction of titles such as Women in Business, which tailor professional content to women. There is an increasing cross-over of industry sectors and cultural references within targeted content that can be capitalised on to an untapped resource for potential customers.

 

Juliet has been developing inspirational quirks and original opinions since 1994.

About this article

Read time:

4 minutes

Category:

Opinion

How B2B PR can help your fintech business connect with a UK audience

Navigating a new horizon: the impact of the UK 2024 general election on B2B PR and marketing

Browse more blog posts

Posted on
byJames Weaver
The fintech industry is renowned for its innovation. In a highly competitive and fiercely contested landscape, connecting with your target audience is crucial, especially when aiming to penetrate a market as dynamic as the UK’s. Therefore, leveraging the power of PR can be a game-changer for your fintech business. Here, we detail how B2B PR can help your fintech brand...
Posted on
byJames Weaver
Times of change are afoot. With the UK general election poised for July 4th, the population of the UK will make a collective decision and if early polls are to be believed, it’s highly likely that we’ll witness a change in government. Experts and political analysts are anticipating that this election will bring a wind of change, and whoever celebrates...
Posted on
byClaire Lamb
OK I admit it, I’m a secret Swifty. I can’t help but admire her. Not only is she a prolific song writer, incredible businesswomen, a true artist and performer, but she can tell a story like no other. I was lucky enough to witness her amazing performance at Wembley on Friday night. (Actually, there was no luck involved in getting...
Posted on
byJames Weaver
HR technology is moving at relentless speed. According to research, the HR tech market is projected to grow from $40.45 billion this year to a staggering $81.84 billion by 2032. With the HR tech landscape becoming increasingly competitive, businesses operating within this industry should prioritise tactics that will help them stand out from the crowd and attract new customers and...
Posted on
byJames Bentley
We recently hosted another LinkedIn Live event in which we learned from experts in their field. Named ‘Look into the tea leaves and find your HR tech story’ in honour of International Tea Day which shared its date, our head of technology practice Lee Simpson spoke to two guests who told us about their B2B HR founders’ stories. This is...
Posted on
byJames Bentley
As a content manager, much of my focus is on the written word. I grew up devouring newspapers, magazines and books and writing everything that happened to me in my primary school ‘news’ book each Monday. As putting pen to paper or finger to keyboard became my career, I evolved into quite the perfectionist, taking the often-quoted approach of spending...
Posted on
byJames Bentley
Richard Benson is the founder and managing director of PR reporting and measurement platform Releasd. He used his agency background to develop an intuitive platform designed to address the reporting challenges faced by today’s PR professionals. Releasd hasn’t been developed with the sole intention of measuring coverage of PR campaigns. Its next iteration will measure their impact too and the...
Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.