Tips for Taking a Multi-Generational Approach to Marketing
If your business relies on marketing to various generations, a one-size fits all approach will not suffice. Although each generation is made up of unique individuals, there are some general rules of thumb to apply to maximize your outreach efforts to each group. The most successful businesses today effectively market their products and services by diving their target clientele into age groups and creating separate, specialized marketing campaigns for each. Could a multi-generational marketing approach benefit your business? If so, read on for tips to uniquely reach the Baby Boomers, Generation X, the Millennials, and Generation Z.
Baby Boomers (Born 1946-1964)
Baby Boomers are in their 50s and 60s and still rely on print media for information and hard mail for communication. They are nearing retirement and less open to new technology than later generations. To reach this demographic, consider taking out an advertisement in local newspapers or other publications, and sending special offers via mail. Posting paper flyers at local libraries and community centers are also a great way advertise goods and services to this group.
Generation X (Born 1965-1981)
This generation is in their mid-30s to early 50s and are more comfortable with technology than Boomers, but not as savvy as Millennials or Gen Z. Well-established in careers, Gen Xers, are still open to learning new technology. Facebook advertising, content marketing, and email are great ways to reach this group. As of 2015, more Gen X’ers are raising children and holding off on retirement, or at the very least, retiring later than their parents did. Working from home and having more flexibility in the in the work environment is also essential to this generation.
Millennials (Born after 1981 and through the mid-90s)
This generation is now in their mid-20s to early-30s and is most likely establishing careers at this point. When marketing to Millennials, the strategies for Boomers no longer apply. Blogs, SEO, pay-per-click advertisements, and content marketing are great ways to reach this age group.
Generation Z (Born mid-1990s through early 2000s)
Gen Z is the youngest and most tech-savvy generation. These people are most likely in college or just out of college. To appeal to these young ones, think digital. Social Media — notably youtube, Snapchat, and Instagram — are fertile ground for Gen Z marketing. If you’re serious about reaching this age group, consider developing a mobile app for your business. According to Localytics, forty percent of the Gen Z population purchased mobile products weekly in 2016.
Hopefully, this breakdown will serve as a launchpad for your multi-generational marketing strategy and help you reach the individuals that need your products or services most, regardless of age.