Targeting different audiences requires different strategies, as older and new generations are adopting and adapting to new technology. There are up to 5 generations engaging with your company and brand online. A few or all of them may be your industry’s target audience. There are the Traditionalist, Baby Boomers, Generation X, Millennials, and Generation Z. Each generation consumes and utilizes digital platforms and marketing differently. They possess different online behavior, and buyer behavior, requiring companies to customize the user experience of their website and how and where to digitally market to them.
The Traditionalist generation was born between 1900 and 1945, living through the Great Depression and WWII. Age doesn’t stop them from adapting to the digital market. Avoid “slang” terms when marketing to Traditionalists. This generation is conservative with their money, meaning high-pressure sales tactics won’t work. Utilize images depicting other Traditionalists engaging with your brand instead.
2. Baby Boomers
Baby Boomers were born between 1946 and 1964. Much of this generation owns a smart phone, making a mobile-responsive site is essential. Baby Boomers live life to the fullest, disregarding brands and products failing to meet their expectations. Keep your marketing strategy up-front and honest, avoiding “click bait” titles. This generation has quickly adapted and adopted video consumption over reading content online.
3. Generation X
Generation X was born between 1965 and 1976, growing up with MTV, the birth of the internet, and the AIDS crisis. This generation is loyal to brands, meaning testimonials have a high impact. Rewarding discount and subscription programs are the best marketing strategies, as this creates loyalty to a brand, product, or service. Customize content for social media and mobile applications, targeting where Generation X is most active.
Millennials were born between 1977 and 1997 and dominate the market. They are the forefront of digital consumer behavior, having grown up during technology’s rise. They have been using smart phones from their pre-teen years. Immediate gratification, Social media, and Apps are king for this generation. Facebook, Twitter, and Instagram meets their sense of immediacy needs. Optimizing your strategy for social media, App advertising, and videos is the best way to reach Millennials.
5. Generation Z
Generation Z has the “buy me this now!” buyer behavior. They were born after 1997 and aren’t financially established, relying on their parents and Google/Apple Pay to make purchases online and with Apps. Create a marketing strategy that meets the needs of the consumer and their parents. This generation expects even more immediate gratification and is most active on social media versus Generation X. They have been using smart phones since their adolescent years, utilize Apps, and love gaming.
84% of individuals expect brands to create meaningful content (1), meaning your marketing plan must be relatable to all consumers. Lead Clickz creates a content and marketing strategy for each generation, ensuring your company is targeting your correct audience, with emerging
technologies, platforms, and all things digital. Call us at (281) 869-7004 or visit us at https://leadclickz.com/contact-us/ to discuss your project.
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