Knowing what your customer wants is vital, but not everyone wants the same thing. In fact, there is a huge difference in the needs of your target audience based on their age. There are three generations that marketers need to target for success, the boomers (born between 1945 and 1964), millennials (born between 1981 and 1996), and Gen-Z (born after 1997).
Gen Zers comprise the largest population in America, reaching almost 90 million in 2017, according to figures published by Statista. There are around 72.5 million baby boomers and 72 million millennials in the US. All these groups have unique needs, which makes marketing to each of them different from the other. Some of the differences in marketing to baby boomers, millennials and Gen-Z are:
The youngest of the lot, Gen Zers are extremely aware of the environmental and have a keen interest in the political and socioeconomic problems of the world, and what brands are doing for them. Reaching them through products that are ecofriendly is a great idea, according to experts at Inkwell Global Marketing.
Also, Gen Zers love their smartphones. In fact, for 75% of Gen-Z, smartphone is the device they use most, according to a survey by IBM. Gen Zers are also unique when it comes to social media. Most of them are not active on Facebook and prefer Instagram and Snapchat.
Traditional advertising does not work well with millennials. Instead, a better option is to use content marketing. Millennials like to engage with original brand messages and know what the company stands for. By publishing content regularly, brands can educate consumers about their values and expertise.
Another vital part of the lives of millennials is their mobile phones. Millennials form the largest population of cellphone users. And, that is how they search for products and make purchases. On social media, millennials are most active on Facebook and Instagram.
The oldest of the three, baby boomers are more likely to respond to traditional methods of marketing, such as direct mail and print advertisements. They like the fact that print is tangible, allowing them to make a deeper connection with it.
Boomers are not restricted to print and are quite active online. In fact, almost 32 million boomers use Facebook, according to an article by eMarketer. So, if you wish to market to boomers, skipping Facebook can prove detrimental.
Changing societal beliefs and rapid technological advancements have led to the creation of unique personalities and needs of each generation. The success of marketing strategies depends on the understanding these personalities and needs.