How to Use Online Reviews to Market to Different Generations – Which generation—Baby Boomers, Gen Xers, Millennials, or Generation Z—are your customers? They most certainly represent a blend of at least two of these generations, but how well do you understand their distinctions? It will be easier for you to build and fine-tune your marketing plan and ensure that your message connects more strongly with the target audience if you learn as much as you can about each group.
Marketing strategies for several generations
The one-size-fits-all marketing strategies of the past are ineffective in the 21st century. Understanding the distinctions between the generations and using techniques tailored to each is crucial if you want to create a marketing plan that engages your target customers. Your goal should consider the growing need for personalized and targeted content among viewers nowadays. Consequently, it’s important to remember the following broad principles while you create your plans:
To ensure that the correct message reaches the right audience at the right time, segmentation by life stage and other characteristics is crucial.
- To connect with your target audience, use audience insights.
- The target markets for the majority of enterprises span many generations.
- Never assume that strategies that are effective for one group of people will also be effective for another; reaching and involving each generation demands a unique approach to marketing communication.
- Acquire the skills necessary to tailor your marketing messaging to each generation in a manner that appeals to them.
- Every generation has seen diverse technology breakthroughs while growing up in various social and political contexts.
Primarily four generations
- Baby Boomers: 55–73 years old; Baby Boomers, who are mostly retired, were born between 1946 and 1964; Generation X, who are aged 39 to 54.
- Millennials: 24-38; mature, employed, born in the early to mid-1960s to the early 1980s.
- Generation Z; Young, employed, and born between the early 1980s and the mid-1990s are Generation Z, which ranges in age from 9 to 23.
- Teenagers who were born between 1995 and 2010
Marketing to the 1946–1964 birth cohort known as the Baby Boom
Although Baby Boomers are now the most significant generation in terms of the total population, Millennials will soon surpass them and will no longer be the majority of customers.
Baby-boom generation: traits
- Because they are either retiring or getting about to retire and have saved up money, Baby Boomers love both conventional and modern marketing.
- Although they are typically at ease utilizing text messaging and other simple smartphone applications, they spend a disproportionate amount of time on desktops instead of mobile devices.
- Boomers appreciate using social media to check up with their grandkids and friends, but they are unlikely to be responsive to an online advertisement that makes a complex sale.
- They are very devoted to the companies they have known and used their whole lives.
Optimum channels
Email marketing: 95% of Baby Boomers prefer email over instant messaging. Baby Boomers are the most likely to react to more conventional (offline) marketing techniques among the generations with access to the internet, so keep this in mind when you design your campaigns. The following are the top three channels:
- Search: PPC, SEO, and content marketing (inbound). Search significantly surpasses social media and online video watching in motivating Boomers to take action, such as completing a purchase.
- Television.
Crucial marketing strategies
The top pet peeve of the Baby Boom generation is that they feel disregarded or overlooked by marketing geared toward Millennials.
- Face-to-face interactions and phone numbers that have live operators!
- Product designs that seem luxurious but are affordable appeal to their younger years and provide a method to better their lifestyle.
- Well-written material is free of slang or hashtags.
Marketing to the 1965–1976 birth year of Generation X
The oldest Gen Xers are in their 50s, while the youngest are in their 40s. They were formerly known as rebels.
Characteristics of Generation X
- Generation X is known as the “work hard, play hard” generation because they are adamant about trying new things and delaying the onset of old age as much as possible.
- But they are short on time. They don’t have the time to explore the digital world as much as younger generations since most are busy professionals with children. Still, they have accepted it and are virtually as active on social media as Millennials.
- While younger Gen Xers behave more like Millennials, older Gen Xers have specific characteristics with Baby Boomers.
- Generation X likes to do research when purchasing online more than any other generation. More than any previous generation, they visit more opinion websites and read reviews, and around half are encouraged to buy anything with coupons or discounts.
- They are a generation with significant purchasing power.
Optimum channels
- As their social center, Facebook is well ahead of the competition, yet, like Baby Boomers, they are more inclined to use it for news and staying in contact with their friends.
- Email marketing is essential since Generation Xers are more likely to be persuaded by convenience than by personalized brand encounters.
- Broadcast TV is still their primary source of entertainment, but they have embraced all things digital, notably online TV and streaming services. They now choose mobile throughout every step of their online purchasing process.
- They are the first generation to read more digital news daily than print news.
Crucial marketing strategies
Build brand trust since Generation X is brand loyal. Consider giving loyalty points to attract the attention of this generation. They ought to end up endorsing your brand as a result.
- Authentically demonstrate to them your product’s worth and usefulness.
- Make sure the road to buying is simple by offering simple click-through connections to your website; • Use visually appealing and vivid video material;
- Ensure the path to purchase is simple.
Marketing to the 1977–1995 generation of millennials
Generation Y is the people born in the 20 years before 2000. They go by the name Millennials more often.
Generation Millennials: traits
- Millennials are currently the most significant generational workforce in the UK and will soon overtake older adults as the most influential demographic age group overall. In general, members of the Millennial age are highly educated, tech-savvy, and ready to accept innovations.
- Idealistic and socially sensitive, Millennials aspire to change the world. They often buy environmentally friendly products and try to make moral purchases.
- They have a well-known disdain for commercial advertising. They value authenticity and like having their opinions heard. They seek honesty, integrity, and respect.
- Millennials don’t want to be marketed “to” or “at” but want a chance to interact with and enjoy your brand; for this reason, they react favorably to brand ambassadors and influencers.
- Peers have an impact on them.
- Before making a purchase, they do a lot of research and comparison shopping, and reward programs significantly impact their choices.
Optimum channels
- Although Facebook is their preferred social network, Instagram is also an important platform.
- Why Millennials seldom watch “television” since they like Netflix and other internet content much more.
- Amazon Prime, in particular, is a favorite among millennial consumers.
- Millennials spend the majority of their online time on social media.
- Millennial-focused marketers must appreciate the power of mobile platforms.
Crucial marketing strategies
- Maintain relationships with charities and non-profit organizations, and think about donating to deserving organizations—ideally ones associated with your brand.
- Encourage user-generated content since millennials want to participate in the development process. Encourage people to speak about your company’s name and goods to create a natural, mainly self-sustaining buzz.
- It’s vital to have good ratings.
- Social media promos and paid advertisements may be pretty successful.
- Be truthful and straightforward; never attempt to deceive millennial prospects.
- Personalization is essential to Millennials; treat them as individuals by making your commercials, mailers, and promotions as individualized as possible.
- Put your attention on adding value.
- Don’t just attempt to sell Millennials your things; let them experience your brand.
- Produce material that is educational and useful.
- They don’t check their email as often as Gen Xers do, so limit email marketing to them.
- Think of Uber as an example of how Millennials want to ease into new product offers.
Marketing to the 1996–2010 birth year of Generation Z
There is a younger generation, even though some older individuals may mistakenly label everyone under Generation X as a Millennial.
Characteristics of the Generation Z
- The attention span of Generation Z is eight seconds or fewer, and they alternate between at least five displays, including TV, watches, gaming consoles, laptops, tablets, and smartphones.
- Their friends and family mainly influence them.
- Brand loyalty isn’t all that significant; quality matters more to them than loyalty.
- The key is meaningful engagement.
- Whether positive or negative, they’ll undoubtedly express their views on social media.
- They know the world’s political, social, and economic issues. Like Millennials, Generation Z is eager to support businesses that uphold moral principles and strive to do the right thing.
- Compared to previous generations, they place less significance on formal schooling.
- Sincerity is paramount; make your sentences concise, pertinent, and genuine.
- Many Gen Z customers engage in activities that may not have historically been typical for their gender.
- More so than conventional superstars, YouTube producers are more relatable to Generation Z viewers.
Optimum channels
- Their preferred network is Netflix.
- Ensure your Gen Z content marketing approach includes a YouTube component and increases your Snapchat presence.
- Generation Z is captivated by Snapchat’s location-based services, such as Snap Map and Apple’s Find My Friends.
- For video advertising, use brief forms like the six-second YouTube bumper commercials.
- Instagram stories are helpful for Generation Z as well.
Crucial marketing strategies
- Make your locations and goods “Instagramable.”
- Enhance the mobile experience.
- Market to Gen Z in their language and interact with them via video-based content that inspires and empowers.
- Content needs to be concise, upbeat, and aesthetically appealing.
- Contact the micro-influencers in your field; they have more power over Generation Z than superstars.
- Show them how your firm operates by taking them behind the scenes.
- Hold contests, games, and events, and solicit suggestions and criticism for the designs of your products and brands.
- Customers of Generation Z were raised in a personalized environment. Therefore, it is crucial to personalize their purchasing experiences and connect with them on a human level.
- Marketing to Generation Z: This generation’s unique perspective on the world affects what they buy. They expect marketers to provide highly personalized experiences to meet their individual needs. To capture and hold their attention for at least eight seconds, you will need to: • Use a mobile-optimized website theme, streamline your checkout process, and create content with mobile devices in mind.
- Ensure that your paid and organic content integrates into their feeds genuinely and naturally.
- Be mindful of how much they despise overt advertising.
- The first generation, Generation Z, never experienced an analog environment. Digital multimedia is all around them.
TikTok Shares Key Tips for Marketers in its 2023 (marketingfordigital.com)
Conclusion
Your marketing plan will be more effective and help you reach your company objectives if you consider the various generations.
Each generation’s expectations, experiences, generational history, lifestyles, beliefs, and demographics are distinct and impact how they make purchases. Being aware of these will make you more aware of and receptive to the wants and behaviors of your consumers. It will be simpler to develop connections, win trust, and close deals if you correct the generations’ features and behaviors and change your approach accordingly.
