As generations come and go, digital marketing changes right along with each characteristic of people. It is because digital marketing never stops evolving.
To date, there are four major generations in the market: Baby Boomers, Gen X, Millennials and Gen Z. Each generation has distinct habits and qualities that affect your business’s reach and marketing tactics.
Today, we are going to break down the generations and give you concrete ideas of how you can best market to them.
Baby Boomers (1946 – 1964)
Baby Boomers highly value brand credibility and quality. They have needed to learn the ways of digital marketing after living most of their lives without immediate technology (i.e. social media, cell phones, digital advertisements). However, they have quickly adapted and learned the general ways of the digital marketing world.
According to Pew Research Center, over 40% of Baby Boomers use at least one social media platform. The most prominent being Facebook to connect with family and friends. They are not on Facebook to find products so too many advertisements can be a deterrent. Gradual and specifically targeted messages can work for this generation, but be mindful of going overboard. Traditional campaigns consisting of direct mail, email campaigns, and television commercials are sure to reach this generation.
Generation X (1965-1980)
The middle generation that can be considered half baby boomer and half Millennial. They are somewhat tech-savvy, but not always up to speed with the latest trends. Gen X appreciates businesses that are authentic and trustworthy. Most of this generation can be found on Facebook as well as Twitter for social media in regards to social media advertising. But, traditional media outlets such as email and direct mail usually perform best for this group, too.
The beginning of the tech-savvy generations. Millennials have always known a world with technology. Computers, cell phones, social media…you name it they’ve lived it. They are a generation that is open to change, adaptable and have shortened attention spans. They value connection before becoming a consumer, and social media is their main mode of gathering their information.
Social media is an important way of connection and instant gratification for Millennials. They also appreciate businesses who are straightforward and honest in their marketing efforts. They are a generation that does not appreciate lying or fake news so being as authentic and truthful as possible goes a long way in marketing. Focusing on social media platforms such as Facebook, Instagram and LinkedIn is a great way to connect with Millennials.
Generation Z (1997-2010)
As the fastest growing consumer market to date, Generation Z has never lived a day without social media, which makes them more critical of advertising. No value? Scroll. No excitement? Scroll. No reason to like it? Scroll. Content that captures is the way to win over this generation.
Generation Z loves all forms of digital but especially content that comes from their peers. Hiring a social media influencer or someone who can authentically represent your brand is important to the success of your digital marketing campaign. Also, videos or stories on Instagram and Snapchat work well with this group of tech-savvy individuals.