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 11/22/18
Today esd is so thankful for all of our clients, staff, family, and friends this Thanksgiving. #HappyThanksgiving
esd & associates 11/14/18
We are so proud to have been present today at the Generations Federal Credit Union (GFCU) Annual Turkey Express! Every year, GFCU provides turkeys to the selfless men and women at San Antonio Fire Departments citywide to thank them for the service and sacrifice of spending this holiday keeping us safe.
esd & associates 11/13/18
Here’s an example of how a refresh of your social media can have a big impact. Interested in social media services? Let’s talk!
esd & associates 10/10/18
"Successful businesses are built by being clear about and aligning brand promises and customer expectations." Need help with customer experience management? Call us today!
esd & associates 09/06/18
Our client LUCHA, an HIV and substance abuse prevention program for young people in Bexar County, was featured on KENS 5 &'s Real Men Wear Gowns segment highlighting how the organization is helping educate Bexar County youth. Interested in website design, video production, or branding? Contact us today! #thatluchalife

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.