It’s up to brands and marketers to meet potential customers in the places they’re most likely to be found. Half the world is on social media these days, and there are 5.9 Google searches per minute, but different demographics are going to use these platforms in different ways. Key demographics include age, gender, family status and income, and digital behavioural patterns differ across each. While some marketing techniques are effective across the board, sometimes you must adjust course to reach a new audience. Generational marketing accounts for the different tastes, preferences and life experiences of potential buyers at their own stages in life.
What is generational marketing? It’s an approach you’ve probably seen in action, and it can encompass everything from coupons and loyalty rewards to brands on social media talking in hip slang. Generational marketing makes it easier to reach new customers by speaking their language and offering them benefits they care about. While it shouldn’t be your only approach to persona-based marketing, it’s effective when done well.
A hybrid marketing agency based in Brisbane, Anchor Digital has no shortage of experience marketing to a range of demographics. Whether your product is aimed at a specific generation or you want to reach new markets, here is the Anchor guide to generational marketing.
What Is Generational Marketing?
Also known as generation segmentation marketing, generational marketing is segmenting and targeting potential customers based on the generation they were born into.
There are six main loosely-defined generations that you’re likely to market towards:
- The Silent Generation (born before 1945)
- Baby Boomers (1946 – 1964)
- Generation X (1965 – 1976)
- Millennials (1977-1995)
- Generation Z (1996 – 2012)
- Generation Alpha (2013 – present)
The strategies you can use for generation segmentation marketing are numerous and include not only standard digital marketing measures like search engine optimisation, pay-per-click (PPC) advertising, and social media but also initiatives like printed materials and loyalty programs.
Why Should You Use Generational Marketing?
Each generation is influenced by the social, cultural, and political factors of its time. While consumers of all generations value honesty, clarity, and a personal approach, they also tend to have their own shared experiences, values, and beliefs that influence the kinds of purchasing decisions they make. The more you understand these differences, the better equipped you are to direct your marketing efforts to age groups that might represent valuable new customers.
As the oldest generation on the scene, the Silent Generation prefers a warm, friendly approach and physical materials like newsletters and postcards.
Born in a time of post-war economic growth, baby boomers have lived much of their adult lives without modern technology but have come to embrace it in their later years. They’re responsive to good customer service and straightforward, no-nonsense content.
The smallest generation, Gen X, grew up during a recession. They are sceptical of marketing strategies and cautious about spending money. They respond to an honest and down-to-earth approach, a mix of traditional and digital marketing, and a good discount or bargain.
Millennials were the first generation to grow up with technology and the largest generation in history. Among millennials, brands have many different sub-groups to cater to and many different strategies they can draw on. Millennials respond well to user-generated content, social media and content marketing, other digital marketing strategies, and brands that are committed to making a meaningful difference.
Generation Z, digital natives from an early age, is social media savvy and responds well to short-form videos, reviews, testimonials, and (in some cases) influencer marketing.
There are always exceptions, so relying on generational stereotypes can definitely be avoided. However, the different political climates and social factors each generation came of age provide valuable ideas on how to approach generational marketing.
When Should Generational Marketing Be Used?
What is generational marketing used for, and when should it be used? As a business, when you know who you’re targeting on every platform, you’ll be able to use that platform much more effectively. This form of marketing should be used when you have a specific cohort in mind to which you want to tailor your content. With the right strategies in place, you can customise your marketing strategy to engage multiple generations.
Some occasions that may call for a generation-based approach include:
Advertising campaigns
Sometimes, you want to target marketing and advertising campaigns directly to different demographics for a more efficient approach. This can include everything from online PPC advertisements to physical and printed materials.
New products
Knowing what different generations look for helps to guide the development of new products and services. For instance, you might expand your business by running a line of products dedicated to meeting the needs of seniors.
Content creation
Different generations have different preferences for content and engage with information online in their own ways. Taking these differences into account will give you a clearer idea of everything, from which platform you should be on to which brand values to convey in your copywriting.
Market research
Segmenting by generation helps you uncover new data about different generations when you conduct market research. A key part of running an effective marketing strategy is knowing what to do with those insights.
How to Take Advantage of Generational-Based Data
Once you’ve gathered data on the preferences and online behaviours of different generations, the next step is using it effectively. Here’s how you can make the best use of generational-based data:
Identify your target demographics
Generation-based data will help you determine which age cohort (or cohorts) is most likely to be interested in your product.
Tailor your marketing strategies
Adjust your marketing platforms and strategies to incorporate their values, behaviours and preferences.
Personalise customer experiences
Older generations are more likely to come into your store in person, while younger ones are more active on social media. Most generations are highly active on mobile devices. Use the data you collect to personalise your interactions and make them more relevant across every age group.
Monitor trends
Generational preferences can change over time. Gathering data can help you keep on top of the changes in attitudes among different age groups.
Market to Your Target Audience with Anchor Digital Marketing
A hybrid creative marketing agency with a full spectrum of services, Anchor Digital knows a lot about what generational marketing is, what it involves and how to approach it successfully. Our customer research services help you cut through the noise and bring your solutions directly to those who need them. Diving deep into generational research data, we’ll help you identify who your customers are, what they want and what methods you can use to reach them.
Our strategy services are just one of the many ways Anchor can help you pursue your goals. We take an integrated approach to both the behind-the-scenes elements of your website and the user experience, focusing on areas like graphic design, web design and development, pay-per-click advertising (PPC), and content marketing.
To reach new customers and expand your conversions, contact the Anchor team. We’ll get back to you within 24 hours and help you become even greater at what you do.
