A Quick Guide to Generational Marketing
You aren’t the same as your parents, so it doesn’t make sense to market to you the same way! Generational marketing is important because everyone behaves differently. Keep reading to learn how Baby Boomers, Generation X and Millennials are different.
Born between 1946 and 1964, many digital marketers consider this generation a challenge. However, 65% of Baby Boomers use social networking on a regular basis! They can be very loyal to a brand so take the time to develop customer relations. Many are retired and will buy more expensive products and services. After working for years they are more likely than other generations to pay for quality. Traditional advertising means such as television are a safe option with this generation. However, be careful with intrusive digital advertising as Baby Boomers will not react well. This generation also likes to talk to real people.
Born between 1965 and 1980 Generation X is well acquainted with technology. They are known as one of the hardest working generations. This generation uses email a lot, in part due to a constant connection to the workplace. Email coupons have proven to be very effective. In general, Generation X is socially aware and many want to make a difference. So make sure you put your brand’s environmental efforts on display!
The youngest generation, born between 1981 and 1999, have the most purchasing power. Millennials are heavy users of social media and understand the latest technology. They have a taste for ‘the new thing’, so advertise innovation and new advances. Advice from friends or reviews also has a large influence on Millennials; so make sure you manage your reviews well. User reviews and social media influences are a good way of getting sales. Use loyalty programs as 77% of Millennials are willing to participate, especially when they are on their smartphones. Surprisingly, radio (including internet podcasts) is still a valid form of marketing for this age group!
Don’t forget to use generational marketing next time you plan your advertising strategy! Advertising is always more effective when you take the time to think about your customers.
If you would like to read more potential ways to Transform Your Brand, have a look through our other journals here.