Business
How to Tailor Brand Messaging Across Generations
Rodolfo Thomé Araújo explains how to balance data abundance with campaign personalization for each age group.
In an interview on Marketing - The Podcast, Rodolfo Thomé Araújo breaks down the challenge brands face when tailoring messages across generations. The discussion highlights data usage, timeless products, and aligning media strategy with product delivery.
In a conversation with Bruno Gimenes on Marketing - The Podcast covering various topics across the advertising landscape, Rodolfo Thomé Araújo, Commercial Director at MOVI, discussed how fragmented consumer behaviors across different age groups require continuous adaptation in brand communications.
For Araújo, the foundation of any communication strategy must be real human behavior. "Brands need to understand people," he points out. The challenge stems from the coexistence of audiences with drastically different media consumption habits and communication styles. "Gen Z is different from Millennials, which is different from Gen X, and now we have Gen Alpha. I have a 14-year-old daughter who is Gen Alpha, and each generation behaves differently. So brands today face the challenge of creating for all these generations," he notes.
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Data and message calibration
While technology and digitization provide an unprecedented volume of consumer data, Araújo emphasizes that metric abundance does not make creative execution any easier. The core issue has shifted from collecting information to calibrating tone.
"This opens up plenty of possibilities because today you have so much data, but at the same time it brings—I don't think I have a better word for it—a real challenge in calibrating your message for each specific audience you want to reach," Araújo explains. The video above provides full context on the conversation and highlights key nuances regarding modern audience dynamics.
Multiple strategies and end-to-end delivery
Turning to practical execution, Araújo distinguishes universal offerings from products requiring deep segmentation. While certain products can sustain unified messaging due to their broad appeal, others demand multifaceted approaches integrated across the entire value chain.
"Some products are timeless, allowing you to deliver a single, unified message. But today you face the challenge of deploying multiple strategies and integrating them directly into your media strategy," says Araújo. For him, campaign consistency relies on bridging distribution channels with the product itself: "It's about aligning your media strategy with your product and service strategies, and carrying that message all the way to the end consumer."
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