The birth year of your customers matters! This is particularly true as is relates to their generation.
The Center for Generational Kinetics includes these descriptions for a “generation” on their FAQ’s page:
A generation is a group of people born around the same time and raised around the same place. People in this “birth cohort” exhibit similar characteristics, preferences, and values over their lifetimes…
Generations exhibit similar characteristics—such as communication, shopping, and motivation preferences—because they experienced similar trends at approximately the same life stage and through similar channels (e.g., online, TV, mobile, etc.). Generation-shaping trends are most influential as people come of age, which means that members of a particular generation will develop and share similar values, beliefs and expectations. It is important to remember that at an individual level, everyone is different. But looking at people through a generational lens offers useful predictability for those trying to reach, inform or persuade a large cross-section of a population.
It’s quite fascinating. But what does it mean for your marketing strategy? It means that to reach a certain demographic, you should be mindful of their generational influences in order “to reach, inform or persuade” them.
The Traditionalists 1927 – 1945 (also called the Matures and the Silents)
Who Are They?
They have “traditional” family values where divorce is rare, the wife stays home to raise the children in the suburbs and the husband goes to work and stays at one company his entire working life. Influenced by the Great Depression, they are disciplined, pay cash and have a generous retirement income.
How to Reach Them?
Marketing to this generation requires using a respectful approach. Appeal to their sense of patriotism with a courteous, tasteful and dutiful attitude. Flash and glitz are best left on the cutting room floor. Since the daily newspaper is a must, print campaigns are good bets as are radio and face-to-face interactions.
Baby Boomers 1946 – 1964
Who Are They?
One of the largest generations, this group was influenced by television and the Vietnam War. They are the original me and hippie generation. The older end of this spectrum is driven by peace/love/change-the-world types and the younger part by career-driven Yuppies. Social issues such as divorce, homosexuality, racial and sexual equality provided big change for this group. They are known as workaholics and have amassed education and wealth.
How to Reach Them
This group can be tech savvy but they are less likely to purchase items on their smartphone. They use traditional social media such as Facebook and LinkedIn but don’t want to be interrupted by ads. They have tremendous brand loyalty so they would be more inclined to purchase different flavors, colors, scents, etc. of their already favorite items. They crave content marketing campaign would be a good way to reach them.
Generation X 1965 – 1980 (also called the Forgotten Generation and the Bridge Generation)
Who Are They?
This group is entrepreneurial and not interested in a one-company career. They have made the transition to digital world and are cynical of institutions like government and marriage and have a family-oriented spirit. They go for brand names and are concerned about climate change and health. They are nostalgic for things they knew and things their parents experienced.
How to Reach Them
Marketing to this generation can run the spectrum from mail to email to social media. A good email marketing campaign would be a good bet as this group spends lots of time online and checking their emails at work and home. Campaigns that provide a fresh take on an oldie but goodie would resonate with this group.
Millennials, 1981 – 2000 (also called Generation Y)
Who Are They?
This is the first generation that has always had computers. Influenced by the terrorist attacks on 9/11 they have more of a feeling that the world is not a safe place. They feel tremendous academic pressures often from overbearing parents. Unlike their parents, they demand a work-life balance. They are accused of being needy, having an entitled attitude and expecting a lot of praise. They are interested in what other people have to say and this influences their decisions. They are trendy.
How to Reach Them
This is a visual group so a video campaign on YouTube would be a good strategy. They also love their music so an ad campaign on a music subscription service or the radio would be effective. Approach them with the next big thing, especially on social media. Make sure your online footprint has 5 stars because they won’t make a move until they checked out all the reviews.
Generation Z/Boomlets, 2001 – present
This generation will be larger than the Baby Boomers with a multi-cultural digital influence. Marketing strategies are in the works!
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