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.