It’s a fact that different generations of consumers think differently. It seems reasonable to assume, then, that you would need separate marketing strategies to target each one. Fortunately, there are at least a few basic rules of thumb that span any generational gap, and they can help ensure your marketing efforts reach everyone.
The mistake many marketers make is in designing their entire strategy around generational assumptions that aren’t always true. These principles can help you avoid making that mistake and ensure that your marketing campaigns reach as many eyeballs — of as many ages — as possible:
1. Keep marketing efforts diverse
Consumers want to see themselves reflected in your marketing efforts. Just make sure all of your customers are reflected.
Your customers will notice when your campaigns lean into diversity and inclusion. In fact, your Millennial customers will like you even better if they see more than themselves reflected in your marketing materials. So instead of centering your campaign on a single generation, make sure you feature a diverse group of models with a variety of lifestyles.
2. Don’t play favorites with your message’s medium
Millennials are largely influenced by what they see on Instagram and Facebook. That’s why most marketers focus a big part of their social media-marketing efforts on trying to appeal to them. Unfortunately, many do so at the expense of reaching out to other generations, and they’re ignoring a huge portion of their audience as a result. After all, every generation is shopping online and using social media these days.
According to Research, 69 percent of adults aged 50-64 use at least one social media site, and they are also up to 19 percent more likely to share content on Facebook than any other generation, according to reports. And while some still prefers visiting stores, its members check social media and online reviews on their phones while they are in the store.
So don’t assume you will only get results by targeting all your social ads to Millennials and all your print ads to old adults. Instead, incorporate messaging that appeals to each generation on every platform your marketing team uses.
3. Market to all with respect, not generalizations
When you stop using assumptions to guide the placement of your marketing efforts, you will find it much easier to reach across generations. Yet it’s just as important not to let assumptions seep into your messaging.
In addition, scrap the myth that Millennials are selfish, and instead tailor your marketing messaging around the fact that the members of this generation are socially conscious. Their concern for the world around them is why, according to experts.
To market to this generation effectively, target them with in-store and online offers, utilizing geofencing to send deals via digital notifications when customers are near your physical store. Bottom line: Make sure consumers relate to your message, and don’t let generational stereotypes influence your marketing plans.
Contrary to conventional wisdom, old adult don’t avoid social media any more than all Millennials sidestep traditional marketing tactics. If you want to successfully reach all generations, start using every medium at your disposal to reach out to them — and don’t make one generation more important than others in your campaigns.