Understanding the differences in generations will help you target your marketing to those clients. Each generational group is different, and we addressed the generational differences in this blog post.
We will take a look at some of the things you would need to consider when you are marketing to the different groups.
Baby Boomers
The baby boomers are an influential audience because this group has the most buying power. Stereotypically, we may believe that they are set in their ways, technologically challenged, and conservative in every aspect of their lives. The truth is that baby boomers routinely use smartphones, email, and social media.
Baby boomers are loyal to brands they enjoy, and they like businesses that make it easy to get their products. They are not as likely motivated by the lowest prices but prefer to spend their money on products that suit their needs and be reliable.
As far as marketing to this group, they prefer a gentle touch over flashy advertising. Likewise, they don’t want to feel like they’re being overlooked in favor of younger consumers. Gimmicks will not work for this crowd.
This 2011 Toyota Venza is an excellent example of an ad targeted to baby boomers. This message is clever and caters to the age group’s aspirations while meeting their needs.
You most likely aren’t creating a national TV ad, but there is much to be learned from these national marketers.
Millennials
This generational group has been gaining buying power over the last decade. They want to feel important to the brands they support. The brands they prefer to support have a conscience for meaningful causes. In fact, statistics say that 80% of this generation prefer to purchase from brands that fund causes.
Millennials interpret value differently, and they do not trust ads. Instead, they prefer honest reviews before they purchase. They also want a say in the future of their favorite brands.
Millennials are the highest-ranking group that wants to receive personalized messaging toward them. (Generation Z comes in a close 2nd.)
You are most likely beginning to see differences in generations and the importance of crafting your marketing messages to meet your ideal target market.
Generation X
Generation X totals 31% of the total income in the US even though they are a small generation. So this is not a group to be overlooked.
They are active on social media, spending an average of 3 hours per day on their mobile devices. In addition, 72% use the internet to research businesses.
This generation ranks highest in brand loyalty for all ages. In addition, they appreciate rewards for their loyalty, either from a discount or a thank you email.
They are nostalgic about past events, people, old commercials, and music. It reminds them of their younger, more carefree selves and lets them know you have thought of them when creating your advertising.
Because they feel brands and marketers frequently overlook them, you want to create messages that speak to their goals, likes, and their status in life.
Generation Z
Because Gen Z is a much younger generation, marketers are still trying to figure out what works with them. This generation disrupted the cable TV model by subscribing only to channels and services that they watched.
Generation Z prioritizes mental health and fights stereotypes. They support social justice and advocate for eliminating discrimination. They are also a generation that appreciates brands that give to causes.
Like most generations, they prefer a personalized marketing approach. They also want customer service that responds. Visual content, interactive content, time-sensitive content, hashtags, and humor work well with this group of consumers.
Marketers agree that this generation is more difficult to sway than other generations.
When you are marketing to different generations, you need to be aware of the differences in generations.
All generations prefer email marketing. However, the generation that most prefers email marketing are Millenials, and the least is Gen Z.
Social media marketing is ideal for reaching the younger generations. Gen Z is most receptive to social media marketing, followed by Millenials.
