HOW TO: Market To Different Generations

One size doesn't fit all. Different demographics are born into different social environments which shape their way of viewing and interacting with individuals and products. As a business, you need to be clear on who you want to target and how to adapt your marketing strategies for each demographic. BABY BOOMBERS (Born between 1946-1964) Whilst this may be the oldest demographic to target, it is worth noting that baby boomers are, contrary to popular belief, still digitally connected. Way to market:

  • Desktop computers: marketing strategy for e-commerce, as over 80% of baby boomers consistently spend time browsing and shopping online. via: Business Insider

  • Traditional media: this includes the use of newspapers, magazines, television.

  • Facebook: target ads.

  • Videos: they need to be at a slower in pace and packed with useful information. You need to avoid live videos, GIFs or blaring, high intensity music.

  • Discounts: this includes cash coupons through direct mail.

GEN X (Born between 1965-1980) Gen x was the first to adopt technology by using a pager, mobile phone and desktop laptop computers at home. They are often overlooked, even though they account for 25% of the population. This generation is less impulsive and researches thoroughly before purchasing anything. Research online, purchase offline (ROPO) is a common shopping behaviour of Gen X. via: V12Data Ways to market:

  • Email and SMS texts: this is the best marketing tools to reach this demographic.

  • Digital videos: this group grew up on VHS, music videos and entertainment, so the use of digital videos as a marketing tool resonates with them.

  • Emphasise selling points: this includes luxurious, exclusive, high quality when talking about your products. This is because this demographic is willing to spend more on better products.

  • Loyalty programs: emphasising savings, and rewards can keep this demographic loyal.

MILLENIALS (Born between 1981-1995) Millennials are plugged in and globally connected. They check their phones approximately 150 times a day and are constantly using social media networks, particularly Instagram. They are also conscious about brand identity and are willing to stay loyal to brands. f they like it, they buy it! Ways to market:

  • Social media for mobile devices: update your social media platforms frequently.

  • Appealing visuals: they need to be straight to the point, as their attention span is short.

  • Reviews from other customers.

  • Sponsor influencers: this group is heavily influenced by what what other people post. This does not necessarily only pertains to well-known figures and social media personalities, but also regular consumers who may be found in tagged photos etc...

  • Reply to their comments: no matter whether positive or negative, this groups wants to be recognised and validated.

GEN Z (Born between 1996-present) Online identity is vital for this demographic. Time is ticking when you try to reach our these digitally savvy teens. In fact, it is reported that Gen Z have an attention span of a mere 8 seconds. via: Tapbuy Ways to market:

  • Real people with real experiences: this includes seeing new products on YouTube or TikTok.

  • Real time news and streams: Facebook is less favoured by Gen Z. They are more inclined to watch streams on TikTok, Instagram and YouTube, WeChat and Weibo (if you are targeting the Chinese market).

  • Social influencers: this group is heavily influenced by what what other people post. This does not necessarily only pertains to well-known figures and social media personalities, but also regular consumers who may be found in tagged photos etc...

  • Direct and simple: your message should be short, as Gen Z have the shortest attention span

  • Short delivery time: they will be more inclined to purchase a product if their expectations of immediacy are fulfilled.