Generational Marketing
If you’re like most businesses, there are times when you want to segment your messaging to focus on one age group. It might be progressive lenses for newly presbyopic millennials or kids’ eyewear for Gen Z moms. To help, here’s a quick rundown of the generations and how to market to them.
Tip: “Gen Y expects authenticity, relies on word-of-mouth, and responds less to deals than consistent low pricing. ”
BOOMERS…born mid-1940s through the early 1960s.
How they buy: More than 7 out of 10 research online before buying, are active on at least one social media site (usually Facebook), and are most likely to purchase if there’s a discount or coupon. They’re also very loyal to the brands they prefer.
How to reach them: Email marketing, gift-with-purchase, loyalty/couponing.
GEN X…born mid-1960s through early 1980s.
How they buy: They’re less trustful than other generations about companies and their promises. More than half say they’re ignored by marketers. They stay with what they like, ignoring other options. Specifically, 7 out of 10 brands report Gen X costumers are their most loyal, making them the most brand-loyal generation.
How to reach them: They respond well to nostalgia, so messaging that “takes them back” plays well. Customer reviews are trusted way more than traditional marketing.
GEN Y…born mid-1980s through mid-1990s.
How they buy: Also known as millennials, they’re the biggest generation with the largest representation in today’s workplace. The first generation to grow up with “technology,” they go for value versus convenience and spending versus saving. They expect authenticity, rely on word-of-mouth, and respond less to deals than to consistent low pricing.
How to reach them: They’ve recently become the least brand-loyal generation. Good service is more important than selection. They respond to promotions on their mobile devices and to companies that embrace charities. More than 8 out of 10 say user-generated (aka, peer) messages impact their buying.
GEN Z…born mid-1990s through mid-2010s.
How they buy: Tech savvy and diverse, fiscal stability is important to them. They’re looking for companies and brands that provide direct feedback and show concern for social and environmental issues. Short-term promotions miss the mark for them.
How to reach them: Omnichannel messaging, with the ultimate destination in-store versus online for over 90% of them. Seven out of 10 are influenced by personal recommendations. Personalized experiences and products are key.
Sources: 3tier logic, Synchrony, Salesforce, LexingtonLaw, HubSpot, eMarketer.
What strategies have you introduced to draw in a particular generation? Tell us about it by joining in the conversation on Facebook here.
Erinn Morgan
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