Generational Marketing

Generational marketing is a marketing approach that uses generational segmentation in marketing communication.

Breakdown

Baby Boomers (1946-1964)

Slowly embracing technology, according to Pew Research, by 2014, 65% of adults aged 50-64 used social networking sites, with the vast majority engaging with Facebook to revive “dormant” relationships.

They are most likely to misunderstand Facebook remarketing ads. They like to talk to real people. They spend the most money on each shopping trip, and as they are hitting retirement, they are more likely to buy items not on the grocery list.

Tips for Marketing to Baby Boomers

1. Take Advantage of Brand Loyalty

2. Go for the Up-Sell

Do you want to buy and extra 10 tickets for 25% off?

Generation X (1965-1980)

They are the busy generation right now, dealing with children, paying mortgages and tuition, and working a LOT. More than 80% of this generation is on Facebook, MySpace, and Twitter.

Tips for Marketing to Generation X

1. Everyone Loves Coupons

They are currently saving up for college, home ownership, starting a business, and retirement.

2. Be a Goody-Two-Shoes

More likely to buy a service or product that somehow benefits society or the environment

3. Plot Twist: Try Direct Mail

But, according to a study from InnoMedia, NuStats, and Vertis, 86% of this generation brings in the mail every day and 68% have used coupons they received in the mail.

Millennials (1981-1999)

Least frequent in-store shoppers, enjoy online-shopping, decides where to eat based on Instagram pictures and chooses hair stylists from Facebook.

Tips for Marketing to Millenials

1. Focus on Innovation

Millenials love the next big thing.
Use Apple as an example (21.7% more likely to own a Mac computer)

2. Use Reviews

68% report that they won’t make a major decision until they have discussed it with people they trust
Make sure your online reviews and customer experiences are up to par (TripAdvisor and Rotten Tomatoes)

3. Connect with Millennials through Social Media Incentives

According to Yahoo, 63% of millennials would be more likely to “check-in” to a business on social channels if it meant they’d receive a coupon or discount; 20% off is enough of an incentive to prompt 50% of respondents to visit a retail location. That’s huge

Generation Z (2000-present)

Tips for Marketing to Generation Z

1. Don’t try too hard

Even though they use acronyms like ‘LOL’, ‘JK’, ‘WTF’, ‘OMG’, or ‘SMH’, this comes off as unauthentic and fake.

2. Rethink social media

“According to the Center for Generational Kinetics, nearly 40% of Gen Zers says social media has a direct impact on their happiness.”
Find ways to “lift up” Gen Z consumers attitudes

3. Prove the impact

Sixty percent of Gen Zers want their jobs to have an impact on the world, and 80% will more often buy a product that has a social or environmental impact.

Lister, Mary. "Generational Marketing: How to Target Millennials, Gen X, & Boomers." WordStream. WordStream, 27 Mar. 2017. Web. 17 Apr. 2017.

Patel, Deep. "5 Tips For Marketing To Generation Z." The Huffington Post. TheHuffingtonPost.com, 27 July 2016. Web. 17 Apr. 2017.