Marketing Across Generations
Culture in 2014 is more segmented than ever. While politicians, educators and many in the media hard-sell the “we’re all in this together” storyline, those of us in advertising know that consumers are siloed into niche groups that dictate the message and form of delivery.
That’s why understanding your target is more important than ever. From a generational perspective, if you miss your intended age demographic by sometimes even five years, your message simply goes into the ether, never to be heard. The client’s money and your time have been wasted, and you’ve now failed to deliver the expected outcome and positive ROI. That’s why you’ve got to have a clear understanding of Traditionalists, Boomers, X’ers and Millennials. Know who has what resources and how they spend. Understand what each generation values and the filters through which they receive information. Make generational segments your framework to which you then apply everything from socio-economic level to ethnicity to geographic parameters.
The importance of digital marketing is a moot point. Facebook, YouTube, Twitter, Google+ and LinkedIn have a combined user network of over 2 billion people. Consider these facts:
- Companies that blog 15 or more times per month get 5X more web traffic.
- Articles with images get 94% more views.
- Videos on landing pages increase conversions by 86%.
But… keep in mind your target and the role their age plays in their response to digital marketing. The gap in ownership of digital devices and services is significant between Millennials and younger Boomers/Traditionalists. 63% more Millennials own smart phones and 47% more have internet streaming service at home.
So as you set aside your preferences, be sure to fully embrace your target audience. Stand in their shoes and gain their perspective as you make both creative and deliverable choices.