How To Effectively Market to Different Generations of Consumers
There's no single formula for successful marketing. Several generations are consumers, and each has its own unique qualities and traits. That's why marketing tactics must be diverse and flexible to meet the demands of the modern market.
Companies with successful campaigns know that they need to create several approaches for each generation to maximize their visibility and conversations or zone in on their target demographics. Consider the following ways today's marketing professionals can appeal to multiple generations to get ideal ROI and results for their marketing efforts.
Generation X
Generation X is the term for individuals born between 1965 and 1980. This particular generation has a reputation for often being overlooked. However, this smaller generation is a powerful force in the consumer markets.
They are the product of the Baby Boomer generation and have unique outlooks on making purchases. Taking a unique approach to this part of the population takes some thought and analysis of their habits.
Online Habits
Knowing their online and social media habits is a great way to target efforts without wasting resources and time. Although many social media outlets are in use today, Gen X'rs tend to stick to Facebook and YouTube. Investing time and energy in advertising on these platforms is a formula for success.
Gen X'rs are enthusiasts of learning new things and staying connected with other people. Facebook is an ideal platform for marketing, but also for interacting directly with the audience. Posting quizzes, surveys, and engaging content is a great way to grab their attention.
Uploading applicable content to YouTube is also another winning strategy. This generation loves to learn how to do projects or get tips on daily issues through YouTube. Promoting helpful or exciting content creates visibility and encourages them to learn more about your brand.
Traditional Advertising Approaches
It's important to remember that Gen X'rs are also heavily influenced by their Baby Boomer parents. That's why it pays off to use traditional advertising strategies to connect with this stable generation with extra money to spend on various consumer goods and services. Try using the following methods to advertise your brand to catch the eye of Generation X.
- Billboards
- Newspaper printing
- Mobile advertising
- Flyers
- Radio
Depending on your target area size, some options may be more effective than others. For example, larger cities are ideal for mobile advertising on buses and cars. Rural areas are perfect for newspapers and radio advertising.
Millennials
Millennials are a powerhouse generation making decisions and shaping the world today. This is an insightful and focused generation that only knows what it's like with technology. Unlike Generation X, Millennials are about keeping connected through the latest technology and apps. That's a great starting point for tailoring great advertising campaigns for brands.
Buying Power
Currently, the millennial generation is the largest consumer group. They are responsible for the bulk of purchases in most markets. This generation of 30 and 40-somethings haven't yet reached their full wealth potential but make more purchases than Boomers or Gen X'ers.
That's why it's wise to focus heavily on marketing appropriately to this group. With the proper techniques and insight, reaching out and piquing their interest in specific goods and services is easy.
When appealing to Millennials, try using a unique approach that stands out. Here are a few effective ideas.
- Think attention-grabbing videos and useful yet colorful content that keeps them engaged
- Appeal to them with personality and authenticity
- Connect through blogs, YouTube, and short internet ads that appear in relevant searches
- Provide quick resources they can digest quickly
- Follow the trends and what's "hot" among this generation
Research into Millennial behavior can go a long way toward marketing strategies. It's also important to change your campaign often to prevent it from becoming stale.
Generation Z
Individuals in their late teens and early twenties are considered Gen Z'ers or Zoomers. Consider the potential of this group only because of their age.
Tailoring an effective strategy to pique their interest and create a desire to buy goods and services from them is common sense. Unlike Baby Boomers before them, they tend to have more money to spend, which can seriously impact brand growth.
Technology-Driven
When you think about the resources and daily habits of Gen Z, it should heavily include access to the internet and the use of the latest technology. This generation is highly interested in the latest media, gadgets, and platforms. Using the latest and most popular methods for advertising to the youngest adults and teens will go a long way.
Generation Alpha
Generation Alpha aren't quite grown yet, but they are becoming old enough to begin making significant purchases and decisions about brands. They are the up-and-coming generation of adults, and they are poised to be a huge influence on the success of companies in all markets.
You may wonder why teens could have so much influence. It's because they have access to technology and the media, much like Generation Z, but they are still living at home.
Hands-On Approach
That means their opinions and preferences are relayed to their parents and caregivers. This, in turn, then creates a considerable word-of-mouth trend across several generations. So, what appeals to this young generation? Marketing studies show that they connect better through interactive marketing and experiential marketing.
Setting up displays where this age group is found is a great way to get the word out about products and services appropriate for the younger crowds and give parents a chance to learn more about how the brand can benefit those young individuals and even themselves.
Summary
Using the correct marketing approach for each generation can have a major impact on brand longevity and appeal. Use the latest research and trends to attract the attention of each target generation and watch growth happen.
