Marketers always look for new ways and strategies to reach their target audience and get the best results out of marketing campaigns. Generational marketing is one such strategy that provides marketers an opportunity to penetrate deep into the targeted audience and better understand the digital needs and preferences of their market.
What is Generational Marketing?
Generational marketing is the process of dividing the audience into segments based on their age. In the marketing world, the five most important generations are mature, baby boomers, generation X, generation Y or millenniums, and generation Z.
Each segment refers to people who born in the same time period and share same habits, preferences, and experiences.
The process allows marketers to learn more about their audience, to curate customized content for each age group, and to use different marketing strategy and mediums for each generation.
So what does each age group tells us?
Social Media Preferences
Social media emerged as one of the most important marketing channels in last decade because it is now used by more than two and a half billion people. But it is not as popular among elder generations as it is among the younger generation.
When 86% of the people below 29 years of age use social media, the percentage is only 34 for individuals who are 65 and above.
Similarly, Facebook and Twitter are popular among all age groups, but Instagram and Snapchat are most popular among younger people, mostly generation Z.
Here is one example:
When 36% of 65-years-olds use Facebook, the percentage is only 5 for Instagram for the same age group and even less for Snapchat.
How to Reach Generations through Online Marketing?
Once you learn about the preferences and habits of each group, you can also design personalized generational marketing strategies for each age group.
The three most important and younger generations for marketers are
- Generation X (Gen-X)
- Generation Y (Millenniums)
- Generation Z (iGeneration, Post-Millennials)
Listed are some ways to reach each age group.
How to Reach Generation X
Among the three, this age group is eldest. They are not active on social media platforms like Snapchat and Instagram, but a significant number of people from this age group use Facebook and Twitter. This means twitter campaigns and Facebook ads are a good way to reach them.
Email marketing is also the most effective medium for them out of all three age groups. They read more promotional emails than generation Y and generation Z. In addition, high-quality blog content is also an excellent way to earn the loyalty of generation X.
How to Reach Generation Y
Also known as millenniums, these are the focus of most marketing campaigns as they spend the most out of all age groups.
They are active on all social media platforms, but more on Facebook and Twitter. Generation X also use smartphones and tablets more than generation X, so SMS and mobile marketing also make sense for marketers targeting millenniums.
Other effective ways to reach this age group are video content and UGC (User-generated content). Most of them read reviews, blogs, and user feedback before making a decision.
How to Reach Generation Z
They are still young but your future buyers, so you cannot ignore this age group.
The good ways to reach them is to use social media channels like Instagram, YouTube, and Snapchat. They are more into video content, use smartphones and tablets more than desktops, and like interactive content like quizzes.
You can also use memes and imagery to attract this age group.
To learn more about different age groups, you can also check out the following infographic made by HandMadeWritings Team, Do Different Age Groups Prefer Different Online Content?