Digital marketing has evolved with society, its consumption patterns and the media. But, in addition, each generation has shopping habits and preferences when using one platform or another, which leads companies to talk about generational marketing.
What is generational marketing?
Generational marketing is one that segments the target audience by age. In other words, it is aimed at a group of people born during a similar period, therefore of a similar age and having lived through the same events, trends and developments.
This type of marketing allows the brand to focus all of its efforts on capturing the attention of a very specific audience.
Which generations is generational marketing aimed at?
Four generations can be distinguished within this marketing model:
baby boomers
These are the people who were born between 1946 and 1964. This type of audience continues to consume advertising through television, newspapers or magazines, so it is difficult to reach them through social networks and the Internet, although the email can be effective. This is a generation that tends to be loyal to a brand if it gives it good results.
Generation X
Generation X includes people born between 1965 and 1979. Unlike the previous generation, this type of audience is more interested in new technologies and uses social networks more frequently, in particular Facebook, LinkedIn and Pinterest. This is the generation that saw the transition from print to digital, as well as the first to grow up with computers.
millennials
Millennials are those born between approximately 1980 and 2000. This is the generation that grew up with mobile devices, a tool they use for just about everything. They can be found on virtually all social networks and often use video platforms like YouTube or music platforms like Spotify. Although they use technology in their daily lives, they tend to disconnect from it more, especially from smartphones.
centenarians
Centenarians, also known as Generation Z, are those born from the year 2000. They use social networks frequently and are characterized by a great dependence on technology since they use it for everything. This type of audience interacts with their friends and family via the smartphone and, preferably, via written messaging.
How important is generational marketing?
Each generation has a way of life, interests, habits… Knowing them is a way to create much more effective marketing campaigns.
Help in segmenting customers and potential customers
Generational marketing makes it possible to segment customers or potential customers by age, which leads to a much clearer understanding of the needs of each of the groups and design a strategy that more effectively captures their attention. In addition to campaigns, the brand can also design a product or service that meets the needs of that specific group.
Offer valuable content focused on your target audience
Just as you can launch campaigns that speak directly to a group and you can design a product or service that meets a need, you can create relevant content for him. This would involve dealing with topics that hold their attention and arouse their interest, always using the appropriate language. This part is important, because a 20-year-old does not speak the same way as a 50-year-old.
It is very important that the content is, in any case, of high quality and that the information provided is verified.
Enables you to improve your focus on marketing strategies
In digital marketing strategies based on generational segmentation no need to use intrusive methods, because it will go directly to people who, because of their age, might be interested in the brand and what it offers. Besides, any campaign will be much more personalizedsomething that users value positively, especially those who belong to the younger generations.
Improve user experience
When users feel that the message is addressed to them and better understand what the brand offers, they identify with it more. This makes the interaction much more fluid, natural and pleasant, which make the experience positive.
Promotes customer loyalty
The previous point leads to the consumer loyalty. When a customer has a positive experience, they are much more likely to buy again. It must be taken into account that winning new customers is much more expensive than retaining them, which is why it is so important to offer a good experience and that it be as personalized as possible, because in this way the user will feel unique.
We can therefore conclude that generational marketing is one of the best segmentation strategies, since it allows directing a campaign towards a group that shares, among other things, consumption habits.
