Generational marketing is a form of marketing that targets people from different generations. This is done in order to reach a greater audience and gain more customers. There are five generations: the Baby Boomers, Generation X, Generation Y, Millennials and Generation Z. By understanding the demographics of these four generations, digital marketing experts are able to create marketing campaigns that will be relevant and successful for each specific generation.
When conducting generational marketing, each marketing message is tailored to people from different generations. This could include marketing one product to one generation, and another to another generation. It could also include using search engine optimisation for one age group and pay-per-click marketing for another. This form of marketing can be beneficial because it allows a company to personalise their message and product, in order to appeal to the individual customer.
What Makes Generational Marketing an Effective Marketing Technique?
There are a number of reasons why generational marketing is such an effective marketing technique. It’s largely due to the fact that it takes the specific needs and wants of different generations into account. The wants and needs of Generation Y are very different to the wants and needs of Generation X, and this will impact the marketing approach. With generational marketing, businesses can tap into the potential of different generations, and find new ways to market to them. It’s all about finding what makes one age group tick. Is it speed and convenience, is it quality craftsmanship or is it something else entirely.
This type of marketing approach divides people by their age, which in turn groups people with shared experiences and outlooks on life together. It’s likely that the majority of people within the same generation will have somewhat similar values, ideas and views of the world. Using this information allows a business to carefully curate a marketing message that connects with them on a deeper level. For example, Generation Z is well known for being liberal and diverse. However, Baby Boomers put a lot of focus on valuing relationships and hard work. Though there will always be anomalies within a generation, this marketing approach targets the majority within an age group.
Generational marketing is about understanding the differences in values, attitudes, opinions, behaviours and lifestyles between people based on their age group. This means that a business will have a better understanding of how to market its products or services in order to appeal to each generation’s unique needs. As Millennials are digital natives and aware of how the online world works, they are likely to be less ‘sold’ by a PPC campaign. Instead, Millennials appreciate the credibility or trustworthiness of a product showing up due to SEO efforts.
Though generational marketing is effective, it is by no means a complete digital marketing strategy on its own. It’s there to give businesses an insight into their customers’ online preferences, such as how they find products in an online marketplace or how they connect with a brand. Once generational marketing has provided the necessary insight on what to optimise for SEO purposes and PPC campaigns, other digital marketing tools are needed to create a successful strategy.