A report from Ipsos Mendelsohn found that affluent consumers in the United States are responsive to well-developed web marketing campaigns. A primary characteristic of affluent Americans, the report found, is constant internet connection, which mandates frequent content marketing updates for businesses targeting this audience.
Ninety-eight percent of Americans considered affluent, (those with household incomes of more than $100,000 per year) said they use the internet, with the average user spending more than 26 hours per week on the web. Moreover, one-third of respondents have at least one smartphone.
Targeting affluent consumers with web marketing content can help businesses improve sales, as the segment is likely to make purchases from any of the web-connected devices they own. Still, content marketing campaigns that focus on the benefits of a particular item or service are especially useful for these prospects. Despite their larger disposable incomes, they are still focused on finding deals for top-quality products and services.
Focusing on value appears to be a common trait for successful content marketing campaigns aimed at any number of demographics. Brafton recently reported that Millennials respond to businesses creating content marketing campaigns that demonstrate the value of a product or service.