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 dividing 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, as LeadershipGirl recommends, 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 to advertise goods and services to this group. That said, there are certain pitfalls to avoid when using direct mail marketing channels. However, you can avoid these inefficiencies through automation technology and address verification.
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, product reviews, and content marketing are great ways to reach this age group. The more tech-savvy the generation, the more likely they are to shop online and browse online reviews. Taking steps to gather more customer reviews can also work to boost your search rankings. By understanding your audience, you can make smart decisions on where to focus your marketing efforts.
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. In fact, forty percent of the Gen Z population purchased mobile products weekly in 2016.
But Always Consider Your Audience
While generational marketing will be good to have in your arsenal, remember that at the end of the day, you know your business and you know your audience. Always keep their profile in mind before anything else, as sometimes it can be a wide and generalized as “women from the ages of 18 to 40”, to as specialized as “middle-class American men about to retire.” According to TD Marketing Solutions, every good company needs to advertise and brand itself well, especially according to who their audience is. For example, hospitals will even market themselves, though they will do it with specialized methods like Advanced Nurturing or Follow Up Systems that will target their needs specifically.
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.