The thought that “one size fits all” when it comes to marketing is a common misconception. Every business wants to reach the most people possible; however, it is highly discouraged and impossible to try to create a marketing campaign that reaches everyone. The complicating factor that will continue to present itself is that each generation has their own characteristics and ways for receiving information. For this reason, it is critical that you evaluate what your business is offering and determine who is the best fit.
An effective marketing strategy can only be implemented once an audience is identified. Take a moment to target and identify the different generations who make up your audience. It may not be who you originally thought:
- The silent generation was born prior to 1945. They typically resist change, and prefer to receive information through traditional outlets, such as newspapers, mail, and magazines. Once they become a customer, they will stay loyal as long as they are treated properly.
- The baby boomers, a group born between 1946 and 1964, are focused on the American Dream. They generally like nice things and are willing to pay for what they want. They are a large adult population that makes up a lot of America’s wealth.
- Generation X, the group born between 1965 and 1977, are typically well-educated, independent, and value honesty in their advertisements.
- Generation Y, the group born between 1978 to 1996, are a diverse group who are generally independent. Many exhibit an entrepreneurial spirit and want to improve social conditions. Marketing efforts to this group should reflect diversity.
- Generation Z was born prior to 1999. They are incredibly tech savvy, and are more likely to be influenced by their peers and popular trends. They are always after the next best thing.
As you have probably already concluded, generational marketing can be a useful tool in a marketing strategy. If you need assistance with strategizing or identifying your audience, please reach out for a free one-hour consultation.