As technology has grown over the years, so has the variety of ways you can market to users. As a marketer, being able to successfully reach your target audience is harder than ever and most likely will continue in that trend because of the nonstop changing of your audience’s buying habits. As a result of the different generations being born at different stages of technology, each generation has a unique way of responding to different messages, social media platforms, and brands. For that reason, marketers have to adapt constantly and make ads based on an age range depending on the product or service they are offering. The names of the different generations are the Greatest Generation, the Silent Generation, Baby Boomers, Generation X, Millennials, and Generation Z. For each generation, they all grew up in a different time period that involved different events that affect their buying habits no matter how old they are today. This means marketers have to use specific strategies into marketing their products or services they offer. The difference in age groups and what content they prefer is very important as it would be most likely an unsuccessful campaign without strategies that are not curated for the audience that is most likely to buy the product or service. One of the most common ways to market and target different generations is by leveraging social media. According to Pew Research,
- The percentage of individuals aged between 18 and 29 that use social media is 86 percent.
- The percentage of individuals aged between 30 and 49 that use social media is 80 percent.
- The percentage of individuals aged between 50 and 64 that use social media is 64 percent.
- The percentage of individuals aged 65 and above that use social media is 34 percent.
Another way that marketers should adapt to the generations is by targeting by device. A study by Millward Brown Digital found that 31% of Baby Boomers use laptops and PCs to shop online. Generation X uses more mobile devices than the majority of the Baby Boomers. Millennials are the first true mobile friendly generation, while Generation Z is the current leader in using mobile devices as they spend more than 60% of their time online. After figuring out the type of devices they use, the next step is relaying the message you want to convey in each generation’s specific type of language and keywords. In order to do that, you have to look at who you are trying to sell a product or offer to, figure out what generation they are a part of, and find studies on how they interact with technology. Once that is done, you will be able to use a variety of marketing strategies such as messaging, using generation based keywords, targeting different demographics, etc. in order to further help the quality of your campaign.
Knowing what generation your audience falls under is a key part of your campaign strategy as having unqualified leads and clicks will not only waste your time with lacking results but will also waste your money. The generations will determine your target audience, your language/messaging, the devices that are being targeted, and what platforms to run ads on. Figuring all of this out can be very difficult for many marketers, but it will make it a lot easier to curate a deeper association with your target audience.
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