Marketing to Different Generations

One of the first things we come across while watching television, or even before a YouTube video, are advertisements. We might be asking ourselves, “how do these products relate to us?” A marketer asks the question, “how can I better understand my clients so that I can improve their return on investment?” To answer these questions, we first need to examine the audiences our consumers most identify with.

Generation XYZ

There are three main groups consumers fall into when considering marketing tactics: generation X, Y (millennials), and Z. Generation X grew up between the 1960s and 1970s. Due to the many economical hardships of those times, these men and women became self-reliant and independent. Both parents worked jobs to sustain their family, which instilled some urgency and independence from their children, thus audio and visual demonstrations better resonate with them instead of unsolicited calls and large amounts of information. Generation X tends to exhibit reluctance and caution on anything they become involved in and have a “what’s in it for me?” attitude.

Generation Y or “millennials,” consist of men and women born between 1980-2000. These individuals adapt to new technology and methods easier as it’s been part of their lives since childhood. Generation Y focuses less on brand loyalty but more on a brand’s digital presence and seek out brands they socially, ethnically, and personally identify with. They purchase products for their family and are very technological savvy.

Generation Z or the ‘iGen’ consists of men and women born between 2001-2013. According to Forbes, “Generation Z is 55 percent more likely to want to start a business than Millennials.” Though there isn’t much information regarding the iGeneration just yet, its safe to say they will continue to innovate and create.

Communicating to Each Generation

After knowing a little more about each generation, we can examine which methods best to connect with each group. Keep in mind that the message we communicate with one generation may not be successful with another generation.

Below are few techniques and strategies on how to work with multiple generations:

1. Get to know everything about your consumers before you begin the creative process.
2. Also consider if the consumer has kids and how this affects the messaging.
3. Understand your products and services well enough to recommend the best solutions according to their generation style.
4. Offer your consumer alternate solutions to fit there needs.

Getting to know your consumer and his or her generation’s perspective will help you develop various options and solutions to better suit their needs. esd can assist in identifying your target audiences and the best marketing tactics and messaging to effectively reach them.

Tags: , , , , , , ,

esd newsletter

esd social

esd & associates 08/15/19
20,000 passengers have tried VIA Link, a "smart transit" option that provides shorter waits and faster connections with app-based booking and rides tracking within the VIA Link service area.
esd & associates 08/08/19
Happy Birthday to our Web Developer, Aaron! We're so happy to celebrate you today.
esd & associates 08/06/19
Meet Our Intern Tristen! "I thoroughly enjoyed my time at esd. The esd team truly exceeded my expectations of what I thought it would be like as an intern. I was challenged, taught, and encouraged. I am thankful for the people who helped me start my growth as a business professional and am excited to continue learning and gaining experience in the marketing industry. With graduation in the near future, I hope to find a marketing position with a company that advocates for saving marine life, while continuing my education with a graduate degree in Integrated Marketing Communications from the University of Mississippi :)"
esd & associates 07/09/19
Meet Our Intern Madison! "As an intern at esd I was welcomed with my first real office work environment. I was able to use what I have learned in my courses at school and put them into real world projects. Networking, filming and editing for our big name clients has really helped me fill out my film reel and resume. Using new equipment and software outside the classroom has been a real perk of this internship. I have been taken in by all parts of the esd team, helping across all departments for projects, and learning things from everyone and their jobs at esd. Gaining as much knowledge and more skills to make me more well versed in my field. After college, I am looking forward to working on more video productions for film in Austin and making a name for myself as a director."
esd & associates 06/25/19
A recent Harvard Business Review Analytic Services survey revealed that only 22% of companies have access to real-time metrics that impact customer experience. That means nearly 80% of companies are putting their customer loyalty at risk. Leader, Follower, Laggard: Which Are You?

Your Digital Marketing Source

Introducing the esd Media Library

At esd, we write white papers on a broad variety of digital media topics, from lead nurturing and email marketing to search engine optimization and B2B buyer personas. Consult our media library for in-depth answers to all your digital media questions.