The format of your content is highly dependent upon the channels that you use to communicate in your Content Marketing Strategy. You need to unearth what media your target audience is currently using. Other than this, you also need to detect the time and place when they are most active. It is no secret that behind every successful marketing strategy, there is a strong narrative backing it. However, the tone and form of the content adopted in the marketing strategy will differ with the generation it is set to target, as every generation has its own taste in content that it prefers.
What is Generational Marketing?
Generational Marketing is all about setting the right tone to address your target audience. It requires intensive research to understand what to say and when to say it to your demographic audience. You need to recognize the medium that your market is currently using and delve into the details of how they are using it. This helps you to formulate a winning strategy to convince your target audience and win them over. By segmenting your audience into generations, you will be better able to understand their mindset and their likes and dislikes to up your marketing game.
You can then apply a tailor-made marketing strategy to your target audience to achieve the desired results. For example, if you are devising a strategy for Baby Boomers, then you should abstain from using words such as ‘old’ or similar words with the same connotation in your marketing strategy.
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What Are Five Main Generations?
You must know the five main types of generations so that you can have a better idea of how to compose your marketing strategy while keeping in mind their beliefs, and how they approach different brands. Many factors influence the way generations to interact with brands such as technology, financial stability, and education. Some generations might be open to experiencing the latest in technology, while others may feel safer in their own comfort zone. So, you should identify which generation your target audience belongs to in order to craft a successful marketing strategy.
The five main generations are listed below:
- Silent Generation – 1927 to 1945
- Baby Boomers – 1946 to 1964
- Generation X – 1965 to 1980
- Millennials – 1981 to 2000
- Generation Z – 2001 to present
How Do Marketers Engage With Different Generations?
There are many tactics that a marketer has to employ to engage with different generations. But first, marketers need to understand their audience better and place them in a generation segment. Every generation has its own set of shared experiences, and beliefs that are crucial to consider when designing a marketing strategy.
The silent generation is the oldest of all generations and also the wisest. This is why to market to them, you should make use of email or websites that are informative, and hold fewer images. However, as a marketer, you should not assume that many members of the silent generation know how to access a computer. This is why magazines, newspapers, and even television are your best bets.
Baby Boomers have adapted well to the digital era. They have a basic understanding of a computer and the internet. They are also avid television watchers. So, the best way to get to them is through television, email marketing, or even through social media.
Generation X can be divided into two categories. The older ones tend to have more baby boomer-like characteristics, while the younger ones are more like millennials. They are more conscious and aware, therefore, like to take their time when buying something. However, they are also progressive and have adapted well to technological advancements. The best way to reach generation X is through television, social media, mainly Facebook, and emails.
Millennials have earned themselves the badge of ‘the most accepting’ among all the other generations. Therefore, they are more into influencers and catching up with the latest trends. The best way to get through to millennials is to get them involved in the process. They rely on good reviews and appreciate directness and honesty. They would be more open to your product if you market them the experience instead of the product.
Generation Z is more concerned with the quality of things than being loyal to a particular brand. They are also up-to-date with the latest trends so the best way to reach them is through digital platforms such as Youtube, Snapchat, and Instagram.
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