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As a millennial, I know when brands are targeting me online —I see your cute branding and slightly-sarcastic lingo! But how can brands make sure they are targeting all the demographics effectively? Which generations respond best to telephone calls, who is most likely to shop in-store, or get hooked because your product is eco-friendly? In this post we'll examine the best online marketing strategies for targeting three key generational demographics. But first, a quick definition.
All-Star Playbook to Online Advertising , to read later.
2. Don’t assume paid services are better in quality
Generational marketing is a marketing approach that uses generational segmentation in marketing communication. According to Wikipedia , a generation is defined as "a cohort of people born within a similar span of time 15 years at the upper end who share a comparable age and life stage and who were shaped by a particular span of time events, trends and developments. The group who still leaves and listens to voicemails. Baby Boomers were born between and and grew up during the American-dream, white-picket-fence era of post WWII. As their younger counterparts have taught boomers how to use technology, this generation is slowly embracing it.
Boomers have the highest value as consumers in the market today!
Generational Marketing: How to Target Millennials, Gen X, & Boomers | WordStream
Surprisingly, this generation even spends the most on technology—everything from premium cable to the latest smartphone. My aunts and uncles fall into the Boomer generation, and if I have learned anything from watching their shopping habit it is loyalty. When my uncle heard a rumor that his favorite deodorant Old Spice Original was changing their formula, he went out and bought enough to last him the rest of his life.
If you can prove that your product is great quality and will be necessary for an indefinite amount of time, you should be able to acquire some Boomers as customers.
A great way to capitalize on the extra cash Baby Boomers are dishing out is to utilize up-sells. They tend to like knowing the value of a service—how it will make their lives easier—without feeling pushed. Fortunately, Boomers are used to spending enough at certain places commitment! A great and obvious example of this is credit cards! Most of the Boomers are I know are big fans of American Express because of the points they can generate through big purchases—which can then fund a vacation or buy a nutribullet for their niece….
This generation is the most susceptible to traditional marketing and sales tactics. Marketing tactics seen as intrusive on their personal lives are not welcomed, but traditional television and newspaper ads are okay!
Dating's Dead, Long Live These 10 Millennial Mating Patterns
Because most Boomers reportedly use social media to keep up with long-lost friends, they are most likely going to report your Facebook Ad as spam. They are also the least likely to read that long-form blog post ; Baby Boomers report that the articles they like the most are only words. It may seem obvious, but Boomers are also the least likely to make a purchase on their smartphones—but this is a good chance to reevaluate your mobile checkout. Could your grandmother get through it seamlessly?
There is a huge opportunity to grab those extra dollars that Boomers are dishing out! Boomers are more likely going to be okay with splurging on themselves in retirement. The neglected middle child. Gen X is the smallest generation, born between and and often referred to as the bridge between Millennials and Baby Boomers. Gen Xers are now juggling child care, homeownership, and reaching the peak of their careers.
This Is Why Generation Y Fucking Hates Online Dating
This generation remembers how video killed the radio star and are more pessimistic about having enough money to retire. Gen Xers are busy! They are more on par with technology adoption and use with millennials, and are more likely to be politically loyal throughout their lives than either of the other generations. Gen Xers claim to be the most dedicated to lists while shopping, but also fessed up to making the most unplanned purchases on their shopping excursions. This generation is our true hybrid when it comes to marketing.
temp.cmnv.org/noise-control-in-mining.php They grew up without the online shopping experience, so they still enjoy a trip in-store, but have fully embraced online shopping as well. Gen Xers were just gaining momentum in the workforce when Great Recession hit. Though email marketing seems to be old news, it is still the best way to communicate with Generation X.
Not to mention they are checking email at work, at home, on tablets and iPhones and desktops.
- Generational Marketing: How to Target Millennials, Gen X, & Boomers.
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As Erin mentioned in her post about marketing to millennials , do-good brands have seen an upsurge—organic, ethically produced products are in high demand. The same can be said for marketing to Generation X.