Are we over-marketing to Millennials that we ignore GenX and GenZ?
Ask any marketer in the region now on their primary audience in social media and digital and they will most likely say Millennials. In Southeast Asia, Millennials are the most engaged audience segment in social media. Though not necessarily the most profitable, Millennials can make or break a brand campaign due to their presence, reach and social actions. However, GenXers are the more affluent segment, and GenZs are the fastest growing. Now, how do we strike the optimum audience engagement balance for our respective brands?