Beef Industry's Digital Strategy Beginning to Reach Maturity as Millennials and Gen-Z Come of AgeWed, 10 Apr 2019 10:22:36 CDT
Radio Oklahoma Ag Network Farm Director Ron Hays recently had the chance to speak with Alisa Harrison, senior vice president for global marketing and research at the National Cattlemen's Beef Association. She explained which demographics the beef industry is currently targeting and the differences between them.
"Right now, it's that older Millennial parent which is going to be from 25 to early 40s. But, what we've done is gone in and further segmented that audience because that's a pretty large part of our demographic," she said. "The next generation coming up is Gen-Z. We're starting to learn a little bit more about them - these are people that are probably in high school today. So, they're going to be the next consumers."
While similar in some respects, according to Harrison, the differences between the various age groups are strong enough that the beef industry and really any industry hoping to market to either of them is going to have proactively lay the foundation for this emerging consumer segment. For example, as tech savvy as the Millennial generation is, Harrison says Gen-Z will be even more so and open to integrating their daily life with available technology. Hence the development of programs like Chuck Knows Beef, the beef industry's new digital spokesman powered by artificial intelligence technology. Chuck is part of a larger digital strategy that the beef industry has shifted to in order to reach today's modern consumer. The shift occurred a few years ago and Harrison says we are starting to see that investment mature.
"Going digital a couple years ago did a couple things for us. No. 1, it was more affordable. No. 2, it allows us to get real time feedback and metrics - allowing us to be very nimble and change very quickly. It also allows us to take wonderful content and use it over and over again," she said. "So, we're very proud the Beef. It's What's for Dinner. brand is on the cutting edge using artificial intelligence and some of the social media techniques that are available today to reach consumers."
Listen to the full conversation between Harrison and Hays as they discuss the beef industry's digital strategy, on today's Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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