By Alexis Miller
In today’s world, there are four major generations that businesses need to market to: Baby Boomers, Generation X, Millennials, and Generation Z. Each generation has its own unique characteristics and preferences, so it’s important to tailor your marketing efforts accordingly. Let’s take a look at what defines each generation as well as marketing techniques that can be used for these demographics.
Baby Boomers
Baby Boomers were born between 1946 and 1964. They are the largest generation in the United States, and they typically have a lot of disposable income. Baby Boomers are usually more traditional in their marketing preferences. They are more likely to respond to marketing messages that are delivered through traditional channels, such as television, radio, and print.
Generation X
Generation X was born between 1965 and 1980. They are more tech-savvy than Baby Boomers and are more likely to use social media and online channels to research products and services. “Gen Xers” are also more independent and less brand loyal than Baby Boomers, so they are more likely to be influenced by word-of-mouth and social media recommendations.
Millennials
Millennials were born between 1981 and 1996. They are the most diverse generation in the United States and are more likely to be concerned about social and environmental issues than previous generations. Millennials are also more likely to use mobile devices and social media than previous generations. They are also more likely to be influenced by peer recommendations.
Generation Z
Generation Z was born between 1997 and 2012. They are the most digitally-native generation and are more likely to be influenced by online content and influencers. “Gen Z” are also more likely to be concerned about social and environmental issues than previous generations.
Generational Marketing Techniques For Each Age Group:
- Baby Boomers: Use traditional marketing channels, such as television, radio, and print. Focus on messages that emphasize quality, value, and trust.
- Generation X: Use some traditional messaging vehicles, but also utilize social media and online channels to reach Gen Xers. Focus on messages that emphasize authenticity, transparency, and convenience.
- Millennials: Use mobile devices and social media to reach Millennials. Focus on messages that emphasize social responsibility, sustainability, and personalization.
- Gen Z: Use online content and influencers to reach Gen Z. Focus on messages that emphasize authenticity, creativity, and humor.
Here are some additional tips for generational marketing:
- Use age-appropriate language and images
- Tailor your content to the interests of each generation
- Use the right social media platforms
- Create engaging and shareable content
- Use influencer marketing
- Track your results and adjust your strategy as needed
By understanding the characteristics of each generation and using the right generational marketing techniques, small businesses can reach their target audience and grow their business. Contact us today with all of your marketing questions!
