Consumer desires are ever-changing, and it can be difficult for companies to build a marketing strategy that adheres to the exact wants and needs of consumers. The fact that consumers of different age demographics often desire vastly different things makes this even more difficult. This is where generational marketing comes into play. This form of marketing recognizes the different archetypes present in different generations. The following tips for generational marketing will help you more closely tailor your marketing strategy to the exact desires of your target demographic according to archetypes of their generation.
Baby boomers
In recent years, some companies have begun to overlook consumers in the baby boomer generation in terms of marketing. Many companies now focus their efforts solely on appealing to a younger demographic and tend to overlook baby boomers entirely when devising their marketing strategies. This can be quite detrimental, however, as baby boomers are one of the most affluent age demographics and hold the highest disposable income. Many companies could do well to tailor their marketing strategy to meet the needs of their older consumers.
When you’re marketing to baby boomers, it’s important to remember that while they may have more disposable income, they’re still quite prudent with their purchases. Many members of this generation lived through rather troubled times and learned to pinch pennies from a very young age. As such, try to ensure that the copy for your marketing campaign is as clear and informative as possible. The more information you provide, the more confident baby boomers will feel spending their money on your products.
Millennials
Millennials are an age demographic that’s frequently misrepresented in the media. This demographic is composed of people born roughly between 1980 and 1998. Millennials experienced many drastic changes during the early stages of their lives, including the advent and rapid advancement of the Internet. As a result, many millennials are quite tech-savvy, preferring to conduct the majority of their shopping through online retailers. Additionally, though they’re frequently portrayed as being frivolous with their money, many millennials are quite mindful with their purchases. They place a large importance on community and the environment and tend to support businesses that give back to nonprofit organizations. When marketing to millennials, be sure to display the impact of your company on the world, whether that’s through donations to a local charity or support of certain governmental policies.
Gen Z
Made up of people born after the turn of the century, Gen Z is the youngest generation. Members of this generation are much more tech-savvy than even millennials, and they utilize various forms of social media on a daily basis. As such, the best way to market to members of Gen Z is to strike up a strong social media presence for your company. Instagram, Twitter, and Snapchat are among the most popular social media sites for Gen Z. Social media influencers can also impact members of this generation. Entering into partnerships with well-known influencers is a great way to get many members of the Gen Z demographic to notice your product in a very short time span.
